Journalism 201 1st Edition Lecture 28 Outline of Last Lecture I. Perspectives on Media EffectsII. Early 20th Century: The Development of Social ScienceIII. “Nickelodeons (1900-1915)IV. Context of FilmV. Payne Fund Studies (1929-1932)VI. War of the Worlds (1938)VII. ContextVIII. Cantril StudiesIX. Cantril: 4 ResponsesX. Cantril: Effects on PerceptionXI. Cantril Study: SummaryXII. Summary: “Magic Bullet” Perspective on Media EffectsOutline of Current Lecture I. The Two-Step FlowII. ContextIII. Nazi PropagandaIV. Two-Step Flow: The PlayersV. Study 1: The People’s ChoiceVI. Study 2: Personal InfluenceVII. The Two Step Flow: Key PointsVIII. Opinion Leaders: Key PointsIX. Implications of Two-Step Flow ModelX. Resurgence of the Two Step FlowCurrent LectureXI. The Two-Step Flowa. The contextb. The playersc. 2 Studiesd. Key Pointse. Resurgence of the two-step flow todayXII. Contexta. 1930s-1940s: Great concern about effects of mass mediai. “Magic bullet” perspectiveThese 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.b. Propaganda i. Nazi propagandaii. Allies’ propagandaXIII. Nazi Propagandaa. Multi-media:i. Newspapers, newslettersii. Art, posters, rallies, radio, film, newsreelsXIV. Two-Step Flow: The Playersa. Paul Lazarsfeldb. Elihu KatzXV. Study 1: The People’s Choicea. 1940 presidential electionb. 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, Ohiod. 15 interviewers visited them May-OctoberXVI. People’s Choice: 3 Key Findingsa. 1. Impact of personal influencei. people who decided later in the election were more likely to cite personalcontact in making their voting decisionb. 2. Messages flow through opinion leadersi. Media messages did play a role;ii. But many media messages did not reach people directly, but because opinion leaders commented on themc. 3. Who are these opinion leaders?i. Opinion leaders were pretty representative of their communitiesii. But they were particularly interested in the electionXVII. Study 2: Personal Influencea. Looking to refine the theoryi. Which is more important: personal or media influence?ii. Who are opinion leaders?iii. Methodological improvement: Opinion leaders were identified by respondentsXVIII. Personal Influence: Designa. A typical medium-sized town: Decatur, Illinoisb. 1945-46c. 800 womend. Four topics:i. Householdii. Beautyiii. Moviesiv. Politicse. Goal: Identify people who had changed recently; wanted to find out whyXIX. Personal Influence: Key Findingsa. 1. Communications flow through social groupsi. Families, work groups, clubs, bridge, bridge groups, friendsb. 2. Opinions are not individual; they are sociali. They come from group interaction; decisions with group support are stronger than othersc. 3. Opinion leadership is multi-facetedi. opinion leaders tend to be eliteii. But this breaks down:iii. On politics, different social classes have different interestsiv. On movies, younger lead elderv. On household products, elder lead youngerXX. The Two Step Flow: Key Pointsa. Mass communication is not direct or uniform; it does not operate directly on each individuali. Contrast with “Magic Bullet”b. Communication happens in a social context, and that context mediates its effectsXXI. Opinion Leaders: Key Pointsa. Are the ‘step’ in the two-step flowb. Tend to be most attentive to mediac. Are respected within their communities for their knowledge and opinionsd. Re influential among otherse. Are part of the existing social structureXXII. Implications of Two-Step Flow Modela. 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 messages1. “minimal effects” paradigmXXIII. Resurgence of the Two Step Flowa. With social media, social contacts are even more intermediaries for news and informationb. As citizens have consumed less news by picking up a newspaper, and more from Facebook, digital two-step flow has grownc. How does this impact what citizens’ see? What they
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