2. 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
3. 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
4. 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
5. 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
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