Limited-Effects To Critical Cultural Theories

what Paul Lazarfeld and Carl Hovland argue?

• new research methods made it possible to directly observe and draw objective conclusion about the effects of media

• new research methods made it possible to directly observe and draw objective conclusion about the framing of media

• new research methods made it possible to directly observe and draw objective conclusion about the content of media

• new research methods made it possible to directly observe and draw objective conclusion about the production of media

The factors that combined to make development of the perspective possible, except?

• Empirical social researcher successfully branded people who advocated mass society and propaganda notions as unscientific

• scientific methods provided the essential means to understand the social world and to control media’s power over society

• The development of empirical social research was strongly backed by various private and government foundations

• Empirical social researchers successfully established their approach within the various social research discipline

Two-Step Flow of Information

• Media effects that were found seemed to be isolated and were sometimes contradictory

• the heavy users might act as gatekeepers, screening media messages or information and only passing on items that would helps others share their views

• the commercial potential of the new research methods and gained the support of private industry

• Media influence over public opinion or attitudes often proved hard to locate

Opinion leaders

• those who pass on information to opinion followers

• those who receive information from opinion followers

• those who receive information from mass media

• those who receive information from communican

what is Limited-Effects Theory?

• argues that the influence from a mass media message on individuals is limited or even trivial.

• The research design and data analysis procedures Lazarsfeld developed are inherently conservative in assessing the media’s power

• Personal influence did more than introduce an innovative way of understanding why the power of media is limited

• that opinion leaders existed at all levels of society and that the flow of their influence tended to be horizontal rather than vertical

what is Attitude-Change Theory ?

• When media effects do occur, they are modest and isolated

• one's change of beliefs and affect in order to be similar to someone one admires or likes

• Attitudes are associated beliefs and behaviors towards some objectthat change because communication

• change in behavior based on consequences, such as an individual's hopes to gain rewards or avoid punishment from another group or person

three bases for attitude change?

• compliance, identification, and behaviour

• compliance, cognitif, and internalization

• compliance, identification, and internalization

• conatif, identification, and internalization

what is Cognitive dissonance

• The confirmation bias identifies how people readily read information that confirms their established opinions and readily avoid reading information that contradicts their opinions

• the mental discomfort (psychological stress) experienced by a person who holds two or more contradictory beliefs, ideas, or values

• the inter-structural composition of an associative network can be altered by the activation of a single node

• Explain their motivations for taking some action that had an extrinsic incentive attached

what is Compliance in the bases of attitude change?

• explains one's change of beliefs and affect in order to be similar to someone one admires or likes

• refers to the change in beliefs and affect when one finds the content of the attitude to be intrinsically rewarding, and thus leads to actual change in beliefs or evaluations of an attitude object.

• a process aimed at changing a person's (or a group's) attitude or behaviour toward some event, idea, object, or other person(s), by using written, spoken words or visual tools to convey information, feelings, or reasoning, or a combination thereof

• refers to a change in behavior based on consequences, such as an individual's hopes to gain rewards or avoid punishment from another group or person

what is identification in the bases of attitude change?

• refers to a change in behavior based on consequences, such as an individual's hopes to gain rewards or avoid punishment from another group or person

• explains one's change of beliefs and affect in order to be similar to someone one admires or likes

• refers to the change in beliefs and affect when one finds the content of the attitude to be intrinsically rewarding, and thus leads to actual change in beliefs or evaluations of an attitude object

• a process aimed at changing a person's (or a group's) attitude or behaviour toward some event, idea, object, or other person(s), by using written, spoken words or visual tools to convey information, feelings, or reasoning, or a combination thereof