Journalism 201 1st Edition Lecture 28 Outline of Last Lecture I Perspectives on Media Effects II Early 20th Century The Development of Social Science III Nickelodeons 1900 1915 IV Context of Film V Payne Fund Studies 1929 1932 VI War of the Worlds 1938 VII Context VIII Cantril Studies IX Cantril 4 Responses X Cantril Effects on Perception XI Cantril Study Summary XII Summary Magic Bullet Perspective on Media Effects Outline of Current Lecture I The Two Step Flow II Context III Nazi Propaganda IV Two Step Flow The Players V Study 1 The People s Choice VI Study 2 Personal Influence VII The Two Step Flow Key Points VIII Opinion Leaders Key Points IX Implications of Two Step Flow Model X Resurgence of the Two Step Flow Current Lecture XI XII The Two Step Flow a The context b The players c 2 Studies d Key Points e Resurgence of the two step flow today Context a 1930s 1940s Great concern about effects of mass media i Magic bullet perspective These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute XIII XIV XV XVI XVII XVIII b Propaganda i Nazi propaganda ii Allies propaganda Nazi Propaganda a Multi media i Newspapers newsletters ii Art posters rallies radio film newsreels Two Step Flow The Players a Paul Lazarsfeld b Elihu Katz Study 1 The People s Choice a 1940 presidential election b Key Question How are people making their decisions about their vote i How much are mass media influencing them c 2 400 voters in Erie County Ohio d 15 interviewers visited them May October People s Choice 3 Key Findings a 1 Impact of personal influence i people who decided later in the election were more likely to cite personal contact in making their voting decision b 2 Messages flow through opinion leaders i Media messages did play a role ii But many media messages did not reach people directly but because opinion leaders commented on them c 3 Who are these opinion leaders i Opinion leaders were pretty representative of their communities ii But they were particularly interested in the election Study 2 Personal Influence a Looking to refine the theory i Which is more important personal or media influence ii Who are opinion leaders iii Methodological improvement Opinion leaders were identified by respondents Personal Influence Design a A typical medium sized town Decatur Illinois b 1945 46 c 800 women d Four topics i Household ii Beauty iii Movies iv Politics e Goal Identify people who had changed recently wanted to find out why XIX XX XXI XXII XXIII Personal Influence Key Findings a 1 Communications flow through social groups i Families work groups clubs bridge bridge groups friends b 2 Opinions are not individual they are social i They come from group interaction decisions with group support are stronger than others c 3 Opinion leadership is multi faceted i opinion leaders tend to be elite ii But this breaks down iii On politics different social classes have different interests iv On movies younger lead elder v On household products elder lead younger The Two Step Flow Key Points a Mass communication is not direct or uniform it does not operate directly on each individual i Contrast with Magic Bullet b Communication happens in a social context and that context mediates its effects Opinion Leaders Key Points a Are the step in the two step flow b Tend to be most attentive to media c Are respected within their communities for their knowledge and opinions d Re influential among others e Are part of the existing social structure Implications of Two Step Flow Model a Two step flow argues something different from magic bullet i Rather than a mass of atomized disconnected individuals that could be manipulated by mass media society is a rich fabric and people to some extent deliberate over media messages 1 minimal effects paradigm Resurgence of the Two Step Flow a With social media social contacts are even more intermediaries for news and information b As citizens have consumed less news by picking up a newspaper and more from Facebook digital two step flow has grown c How does this impact what citizens see What they learn
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