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20087067 Choi Mun-Jung
Bullet Theory Increase about interest in new media- The advent of new electronic media ex) Film and radio- The role of film and radio in Nazi propaganda Academic Background- Popular Society / behavioral psychology (stimulus reaction) The main contents- Mass media contact direct with public- More powerful and direct and uniform effect about public
Selective influence Theories Selective Exposure - exposure selective to media and message Selective information processing - Selective attention and memory (retention) Limited effect - activation : activate existing attitudes and beliefs - reinforcement : strengthen existing attitudes and beliefs
Use and Gratification Theory Use motivations Mass media and Approache that meet the wide- The mass media to the people what you want? What people do you have the mass media? Active audience- Selection of media to satisfy needs incidental, involuntary exposure Competition of audience choice and mass media audience- The media compete with other means of needs- Cross-media competition, competition in the media
the cultivation theory The amount of TV survey- light audience vs. heavy audience Audience perception Research on real-world- Audience response (audience answer) Cultural development effectiveness- portrayal of the reality in TV vs. perception of reality about light audience / heavy audience s vs. Reality- The mass media is great effect about the real world, which configures the notion of hum an