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

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

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

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

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

compliance, identification, and behaviour

compliance, cognitif, and internalization

compliance, identification, and internalization

conatif, identification, and internalization

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

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

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