Introduction to core theories in mass communicaton part 1

1. The hypodermicneedle…. The effects of mass media

2. HarroldLasswell Propaganda Technique in the World War (1927) He arguedthat the people had been duped and degradedby propaganda during the war.

6. Not a realtheory No empirical basis, butbasedonassumptions of the time abouthuman nature. Peoplewereassumed to be "uniformlycontrolledbytheirbiologicallybased 'instincts' and thattheyreact more orlessuniformly to whatever 'stimuli' camealong" (Lowery & DefFleur, 1995, p. 400). => Stimulus – response theory

7. Assignment The media do notfunction as a ‘magicbullet’. Buthow do theyactuallywork… Group: 2 students Discusshowcouldyoupossibly research the effects of mass media (10 min.)? Discussthis in class

8. Study: The People'sChoice (1944) Studyfocusedon the process of decision-makingduring a Presidentialelectioncampaign. How do media influencevotingbehaviour? Hypothesis: direct influence of media messagesonvotingintentions.

9. “'Ideasoftenflowfrom radio and print to the opinion leaders and fromthem to the lessactivesections of the population.' Conclusion:

11. Discussion What is correct / incorrect in thisassumption?

12. Core concept: opinion leaders Who are they? What are the characteristics of anopinion leader?

13. Opinion leaders Opinion leaders are distributed in all groups: occupational, social, community and others. Opinion leadership changes from time to time and from issue to issue. Leaders are most influential when interest is shared by the group. 2 Types: - monomorphic (influential on one topic) - polymorphic (influential on a variety of topics)

14. Criticism Flow of information Flow of influence. Is this the same?

15. New term ‘influentials’ "Influentials are better educated and more affluent than the average American, but it is their interest in the world around them and their belief that they can make a difference that makes them influential (Crispell, 1989).”

16. Relations / applications Word of mouthcampaigning Difussion of innovations (influentials are ‘earlyadopters’ )

17. Multistepflow Step 2 Mass Media Opinion Receivers/ Seekers Opinion Leaders Step 1a Step 3 Step 1b Information Receivers

18. Assignment Design a campaign to promote ‘newdriving’ (ecodriving) using the two step flowtheory. Who are influentials in thiserea? Howcouldyouidentifythem? Howcouldyoupersuadethem to adoptthisbehavior? Which media wouldyouuse in thiscampaign? Etc. Present your design in classthisafternoon