general assumptions limitations o Hypothetical couch potato o Tv has a strong impact by the nature medium The multistep flow o The media are direct but more frequently indirect o You rely on your friend s opinion on politics o Opinion leader is a person who s judgment you trust on a big issue A friend you trust for politics may not be a friend you trust for answers for a quiz o Although it is limited it is also quite real selective processes o We know that people are selective o Michael Moore some of you might like him or hate him He is liberal and you are conservative o You don t like listening to news but you like listening to John Stewart talking about the news o People might look at the news and look at John Stewart saying the news and they might perceive them differently or remember them differently o There are ties to how we understand the media and how we regulate how we understand the meaning of texts and technology
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