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832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 115
CF 101COMMUNICATION amp
MEDIA
(Are There) Powerful Media Effects
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 215
Hypodermic Needle (Magic Bullet)
Theory
Assumption Audience members arevulnerable targets easily influenced by mediamessage
Audience members are passive and equallysusceptible to media messages
Media is thought to be able to shape public
opinion toward any point that the creator ofthe message desires
All audience members are struck equally and theeffects are uniform
Called H odermic Needle or Ma ic Bullet
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 315
Hypodermic Needle (Magic Bullet)
Theory
Classical exampleOctober 30 1938
War of the Worlds byOrson Welles
A radio prank (joke) whereOrson creates a fake newsstory about Marsiansattacking the earth
Called the ldquoPanic
Broadcastrdquo
Mass hysteria chaoslooting and people
escaping from cities
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 415
Why the ldquoStrong Effectsrdquo
Assumption
The fast rise and popularization of radio andtelevision
The emergence of the persuasion industriessuch as advertising and propaganda
The Payne Fund studies of the 1930s whichfocused on the impact of motion pictures onchildren
Use of propaganda as a tool to mobilize peopleduring WWI amp WWII and against rise ofcommunism
Hitlers monopolization of the mass media during
WWII to unify the German public behind the Nazi
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 515
Payne Fund Study
Between 1929 - 1932 a large amount of fundingwas used to examine movies and their effects onchildren
Children who went to movies performed worse in school
than those who went less frequently
Sleeping patterns of children were disturbed
Children going to movies exhibited emotions related tofear
They imitated favorable behavior but also delinquentbehavior
Childrenrsquos attitudes concerning ethnic racial and social
issues were changed
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 615
Propaganda Research
Harold LasswellConducted quantitative and qualitative analysis of
propaganda over the world
He analyzed the content of propagandaHe studied its effects on audiences
Argued that as more people were reached by warpropaganda the war effort became more effective
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 715
Propaganda Research
Karl HovlandHe conducted studies on how to design messages
that could boost soldier morale and influence their
attitudes in combatHe showed the soldiers a propaganda film called Why
We Fight By Frank Capra
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 815
Propaganda and Wartime
Especially in WW1 WW2 and beginning of Cold Warfindings from Lasswell and other political scientists turnedldquocommunication studiesrdquo to a magic wand for governments
Example Nazi Propaganda Film - Triumph of the Will (by LeniRiefenstahl)
Example US Anti-Communism Propaganda Cartoon
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 915
Two-Step Flow Model
Paul Lazarsfeld Bernard Berelson and HazelGaudet did a study called Peoplersquos Choice (1944)
The study examined the effects of mass media onpolitical behavior
The researchers tracked the opinions of 600respondents from Ohio throughout electioncampaigns
The study suggested that media might not be asdirectly effective as people thought it was
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1015
Two-Step Flow Model
Findings from Peoplersquos Choice Study ldquoPersonal contacts appear to have been more frequent and
more effective than mass media in determining voting decisions
The flow of personal influence was activated by certainindividuals who were to be found on every level of society andpresumably were very much like the people whom theyinfluenced
Another important communication scholar called these peopleldquogatekeepersrdquo
The relationship between the mass media and opinion leaderswas a two-step flow of communication Ideas often flow from
radio and print to opinion leaders and from them to the lessactive sections of the populationrdquo
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1115
Two-Step Flow Model
Findings from Peoplersquos Choice Study Conversion In the Peoplersquos Choice Study only eight
percent of voters made a switch from their normalintended voting patterns
So why do political parties spend this much money onadvertising during election campaigns
Parti Reklam Harcama Tutar (YTL) Cumhuriyet Halk Partisi 18560937Adalet ve Kalkinma Partisi 14556484 Milliyetci Hareket Partisi 5686728 Demokrat Parti 4624950 Genc Parti 3645799 Kaynak Bilisim Medya
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 215
Hypodermic Needle (Magic Bullet)
Theory
Assumption Audience members arevulnerable targets easily influenced by mediamessage
Audience members are passive and equallysusceptible to media messages
Media is thought to be able to shape public
opinion toward any point that the creator ofthe message desires
All audience members are struck equally and theeffects are uniform
Called H odermic Needle or Ma ic Bullet
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 315
Hypodermic Needle (Magic Bullet)
Theory
Classical exampleOctober 30 1938
War of the Worlds byOrson Welles
A radio prank (joke) whereOrson creates a fake newsstory about Marsiansattacking the earth
Called the ldquoPanic
Broadcastrdquo
Mass hysteria chaoslooting and people
escaping from cities
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 415
Why the ldquoStrong Effectsrdquo
Assumption
The fast rise and popularization of radio andtelevision
The emergence of the persuasion industriessuch as advertising and propaganda
The Payne Fund studies of the 1930s whichfocused on the impact of motion pictures onchildren
Use of propaganda as a tool to mobilize peopleduring WWI amp WWII and against rise ofcommunism
Hitlers monopolization of the mass media during
WWII to unify the German public behind the Nazi
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 515
Payne Fund Study
Between 1929 - 1932 a large amount of fundingwas used to examine movies and their effects onchildren
Children who went to movies performed worse in school
than those who went less frequently
Sleeping patterns of children were disturbed
Children going to movies exhibited emotions related tofear
They imitated favorable behavior but also delinquentbehavior
Childrenrsquos attitudes concerning ethnic racial and social
issues were changed
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 615
Propaganda Research
Harold LasswellConducted quantitative and qualitative analysis of
propaganda over the world
He analyzed the content of propagandaHe studied its effects on audiences
Argued that as more people were reached by warpropaganda the war effort became more effective
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 715
Propaganda Research
Karl HovlandHe conducted studies on how to design messages
that could boost soldier morale and influence their
attitudes in combatHe showed the soldiers a propaganda film called Why
We Fight By Frank Capra
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 815
Propaganda and Wartime
Especially in WW1 WW2 and beginning of Cold Warfindings from Lasswell and other political scientists turnedldquocommunication studiesrdquo to a magic wand for governments
Example Nazi Propaganda Film - Triumph of the Will (by LeniRiefenstahl)
Example US Anti-Communism Propaganda Cartoon
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 915
Two-Step Flow Model
Paul Lazarsfeld Bernard Berelson and HazelGaudet did a study called Peoplersquos Choice (1944)
The study examined the effects of mass media onpolitical behavior
The researchers tracked the opinions of 600respondents from Ohio throughout electioncampaigns
The study suggested that media might not be asdirectly effective as people thought it was
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1015
Two-Step Flow Model
Findings from Peoplersquos Choice Study ldquoPersonal contacts appear to have been more frequent and
more effective than mass media in determining voting decisions
The flow of personal influence was activated by certainindividuals who were to be found on every level of society andpresumably were very much like the people whom theyinfluenced
Another important communication scholar called these peopleldquogatekeepersrdquo
The relationship between the mass media and opinion leaderswas a two-step flow of communication Ideas often flow from
radio and print to opinion leaders and from them to the lessactive sections of the populationrdquo
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1115
Two-Step Flow Model
Findings from Peoplersquos Choice Study Conversion In the Peoplersquos Choice Study only eight
percent of voters made a switch from their normalintended voting patterns
So why do political parties spend this much money onadvertising during election campaigns
Parti Reklam Harcama Tutar (YTL) Cumhuriyet Halk Partisi 18560937Adalet ve Kalkinma Partisi 14556484 Milliyetci Hareket Partisi 5686728 Demokrat Parti 4624950 Genc Parti 3645799 Kaynak Bilisim Medya
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 315
Hypodermic Needle (Magic Bullet)
Theory
Classical exampleOctober 30 1938
War of the Worlds byOrson Welles
A radio prank (joke) whereOrson creates a fake newsstory about Marsiansattacking the earth
Called the ldquoPanic
Broadcastrdquo
Mass hysteria chaoslooting and people
escaping from cities
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 415
Why the ldquoStrong Effectsrdquo
Assumption
The fast rise and popularization of radio andtelevision
The emergence of the persuasion industriessuch as advertising and propaganda
The Payne Fund studies of the 1930s whichfocused on the impact of motion pictures onchildren
Use of propaganda as a tool to mobilize peopleduring WWI amp WWII and against rise ofcommunism
Hitlers monopolization of the mass media during
WWII to unify the German public behind the Nazi
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 515
Payne Fund Study
Between 1929 - 1932 a large amount of fundingwas used to examine movies and their effects onchildren
Children who went to movies performed worse in school
than those who went less frequently
Sleeping patterns of children were disturbed
Children going to movies exhibited emotions related tofear
They imitated favorable behavior but also delinquentbehavior
Childrenrsquos attitudes concerning ethnic racial and social
issues were changed
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 615
Propaganda Research
Harold LasswellConducted quantitative and qualitative analysis of
propaganda over the world
He analyzed the content of propagandaHe studied its effects on audiences
Argued that as more people were reached by warpropaganda the war effort became more effective
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 715
Propaganda Research
Karl HovlandHe conducted studies on how to design messages
that could boost soldier morale and influence their
attitudes in combatHe showed the soldiers a propaganda film called Why
We Fight By Frank Capra
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 815
Propaganda and Wartime
Especially in WW1 WW2 and beginning of Cold Warfindings from Lasswell and other political scientists turnedldquocommunication studiesrdquo to a magic wand for governments
Example Nazi Propaganda Film - Triumph of the Will (by LeniRiefenstahl)
Example US Anti-Communism Propaganda Cartoon
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 915
Two-Step Flow Model
Paul Lazarsfeld Bernard Berelson and HazelGaudet did a study called Peoplersquos Choice (1944)
The study examined the effects of mass media onpolitical behavior
The researchers tracked the opinions of 600respondents from Ohio throughout electioncampaigns
The study suggested that media might not be asdirectly effective as people thought it was
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1015
Two-Step Flow Model
Findings from Peoplersquos Choice Study ldquoPersonal contacts appear to have been more frequent and
more effective than mass media in determining voting decisions
The flow of personal influence was activated by certainindividuals who were to be found on every level of society andpresumably were very much like the people whom theyinfluenced
Another important communication scholar called these peopleldquogatekeepersrdquo
The relationship between the mass media and opinion leaderswas a two-step flow of communication Ideas often flow from
radio and print to opinion leaders and from them to the lessactive sections of the populationrdquo
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1115
Two-Step Flow Model
Findings from Peoplersquos Choice Study Conversion In the Peoplersquos Choice Study only eight
percent of voters made a switch from their normalintended voting patterns
So why do political parties spend this much money onadvertising during election campaigns
Parti Reklam Harcama Tutar (YTL) Cumhuriyet Halk Partisi 18560937Adalet ve Kalkinma Partisi 14556484 Milliyetci Hareket Partisi 5686728 Demokrat Parti 4624950 Genc Parti 3645799 Kaynak Bilisim Medya
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 415
Why the ldquoStrong Effectsrdquo
Assumption
The fast rise and popularization of radio andtelevision
The emergence of the persuasion industriessuch as advertising and propaganda
The Payne Fund studies of the 1930s whichfocused on the impact of motion pictures onchildren
Use of propaganda as a tool to mobilize peopleduring WWI amp WWII and against rise ofcommunism
Hitlers monopolization of the mass media during
WWII to unify the German public behind the Nazi
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 515
Payne Fund Study
Between 1929 - 1932 a large amount of fundingwas used to examine movies and their effects onchildren
Children who went to movies performed worse in school
than those who went less frequently
Sleeping patterns of children were disturbed
Children going to movies exhibited emotions related tofear
They imitated favorable behavior but also delinquentbehavior
Childrenrsquos attitudes concerning ethnic racial and social
issues were changed
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 615
Propaganda Research
Harold LasswellConducted quantitative and qualitative analysis of
propaganda over the world
He analyzed the content of propagandaHe studied its effects on audiences
Argued that as more people were reached by warpropaganda the war effort became more effective
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 715
Propaganda Research
Karl HovlandHe conducted studies on how to design messages
that could boost soldier morale and influence their
attitudes in combatHe showed the soldiers a propaganda film called Why
We Fight By Frank Capra
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 815
Propaganda and Wartime
Especially in WW1 WW2 and beginning of Cold Warfindings from Lasswell and other political scientists turnedldquocommunication studiesrdquo to a magic wand for governments
Example Nazi Propaganda Film - Triumph of the Will (by LeniRiefenstahl)
Example US Anti-Communism Propaganda Cartoon
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 915
Two-Step Flow Model
Paul Lazarsfeld Bernard Berelson and HazelGaudet did a study called Peoplersquos Choice (1944)
The study examined the effects of mass media onpolitical behavior
The researchers tracked the opinions of 600respondents from Ohio throughout electioncampaigns
The study suggested that media might not be asdirectly effective as people thought it was
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1015
Two-Step Flow Model
Findings from Peoplersquos Choice Study ldquoPersonal contacts appear to have been more frequent and
more effective than mass media in determining voting decisions
The flow of personal influence was activated by certainindividuals who were to be found on every level of society andpresumably were very much like the people whom theyinfluenced
Another important communication scholar called these peopleldquogatekeepersrdquo
The relationship between the mass media and opinion leaderswas a two-step flow of communication Ideas often flow from
radio and print to opinion leaders and from them to the lessactive sections of the populationrdquo
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1115
Two-Step Flow Model
Findings from Peoplersquos Choice Study Conversion In the Peoplersquos Choice Study only eight
percent of voters made a switch from their normalintended voting patterns
So why do political parties spend this much money onadvertising during election campaigns
Parti Reklam Harcama Tutar (YTL) Cumhuriyet Halk Partisi 18560937Adalet ve Kalkinma Partisi 14556484 Milliyetci Hareket Partisi 5686728 Demokrat Parti 4624950 Genc Parti 3645799 Kaynak Bilisim Medya
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 515
Payne Fund Study
Between 1929 - 1932 a large amount of fundingwas used to examine movies and their effects onchildren
Children who went to movies performed worse in school
than those who went less frequently
Sleeping patterns of children were disturbed
Children going to movies exhibited emotions related tofear
They imitated favorable behavior but also delinquentbehavior
Childrenrsquos attitudes concerning ethnic racial and social
issues were changed
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 615
Propaganda Research
Harold LasswellConducted quantitative and qualitative analysis of
propaganda over the world
He analyzed the content of propagandaHe studied its effects on audiences
Argued that as more people were reached by warpropaganda the war effort became more effective
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 715
Propaganda Research
Karl HovlandHe conducted studies on how to design messages
that could boost soldier morale and influence their
attitudes in combatHe showed the soldiers a propaganda film called Why
We Fight By Frank Capra
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 815
Propaganda and Wartime
Especially in WW1 WW2 and beginning of Cold Warfindings from Lasswell and other political scientists turnedldquocommunication studiesrdquo to a magic wand for governments
Example Nazi Propaganda Film - Triumph of the Will (by LeniRiefenstahl)
Example US Anti-Communism Propaganda Cartoon
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 915
Two-Step Flow Model
Paul Lazarsfeld Bernard Berelson and HazelGaudet did a study called Peoplersquos Choice (1944)
The study examined the effects of mass media onpolitical behavior
The researchers tracked the opinions of 600respondents from Ohio throughout electioncampaigns
The study suggested that media might not be asdirectly effective as people thought it was
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1015
Two-Step Flow Model
Findings from Peoplersquos Choice Study ldquoPersonal contacts appear to have been more frequent and
more effective than mass media in determining voting decisions
The flow of personal influence was activated by certainindividuals who were to be found on every level of society andpresumably were very much like the people whom theyinfluenced
Another important communication scholar called these peopleldquogatekeepersrdquo
The relationship between the mass media and opinion leaderswas a two-step flow of communication Ideas often flow from
radio and print to opinion leaders and from them to the lessactive sections of the populationrdquo
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1115
Two-Step Flow Model
Findings from Peoplersquos Choice Study Conversion In the Peoplersquos Choice Study only eight
percent of voters made a switch from their normalintended voting patterns
So why do political parties spend this much money onadvertising during election campaigns
Parti Reklam Harcama Tutar (YTL) Cumhuriyet Halk Partisi 18560937Adalet ve Kalkinma Partisi 14556484 Milliyetci Hareket Partisi 5686728 Demokrat Parti 4624950 Genc Parti 3645799 Kaynak Bilisim Medya
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 615
Propaganda Research
Harold LasswellConducted quantitative and qualitative analysis of
propaganda over the world
He analyzed the content of propagandaHe studied its effects on audiences
Argued that as more people were reached by warpropaganda the war effort became more effective
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 715
Propaganda Research
Karl HovlandHe conducted studies on how to design messages
that could boost soldier morale and influence their
attitudes in combatHe showed the soldiers a propaganda film called Why
We Fight By Frank Capra
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 815
Propaganda and Wartime
Especially in WW1 WW2 and beginning of Cold Warfindings from Lasswell and other political scientists turnedldquocommunication studiesrdquo to a magic wand for governments
Example Nazi Propaganda Film - Triumph of the Will (by LeniRiefenstahl)
Example US Anti-Communism Propaganda Cartoon
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 915
Two-Step Flow Model
Paul Lazarsfeld Bernard Berelson and HazelGaudet did a study called Peoplersquos Choice (1944)
The study examined the effects of mass media onpolitical behavior
The researchers tracked the opinions of 600respondents from Ohio throughout electioncampaigns
The study suggested that media might not be asdirectly effective as people thought it was
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1015
Two-Step Flow Model
Findings from Peoplersquos Choice Study ldquoPersonal contacts appear to have been more frequent and
more effective than mass media in determining voting decisions
The flow of personal influence was activated by certainindividuals who were to be found on every level of society andpresumably were very much like the people whom theyinfluenced
Another important communication scholar called these peopleldquogatekeepersrdquo
The relationship between the mass media and opinion leaderswas a two-step flow of communication Ideas often flow from
radio and print to opinion leaders and from them to the lessactive sections of the populationrdquo
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1115
Two-Step Flow Model
Findings from Peoplersquos Choice Study Conversion In the Peoplersquos Choice Study only eight
percent of voters made a switch from their normalintended voting patterns
So why do political parties spend this much money onadvertising during election campaigns
Parti Reklam Harcama Tutar (YTL) Cumhuriyet Halk Partisi 18560937Adalet ve Kalkinma Partisi 14556484 Milliyetci Hareket Partisi 5686728 Demokrat Parti 4624950 Genc Parti 3645799 Kaynak Bilisim Medya
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 715
Propaganda Research
Karl HovlandHe conducted studies on how to design messages
that could boost soldier morale and influence their
attitudes in combatHe showed the soldiers a propaganda film called Why
We Fight By Frank Capra
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 815
Propaganda and Wartime
Especially in WW1 WW2 and beginning of Cold Warfindings from Lasswell and other political scientists turnedldquocommunication studiesrdquo to a magic wand for governments
Example Nazi Propaganda Film - Triumph of the Will (by LeniRiefenstahl)
Example US Anti-Communism Propaganda Cartoon
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 915
Two-Step Flow Model
Paul Lazarsfeld Bernard Berelson and HazelGaudet did a study called Peoplersquos Choice (1944)
The study examined the effects of mass media onpolitical behavior
The researchers tracked the opinions of 600respondents from Ohio throughout electioncampaigns
The study suggested that media might not be asdirectly effective as people thought it was
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1015
Two-Step Flow Model
Findings from Peoplersquos Choice Study ldquoPersonal contacts appear to have been more frequent and
more effective than mass media in determining voting decisions
The flow of personal influence was activated by certainindividuals who were to be found on every level of society andpresumably were very much like the people whom theyinfluenced
Another important communication scholar called these peopleldquogatekeepersrdquo
The relationship between the mass media and opinion leaderswas a two-step flow of communication Ideas often flow from
radio and print to opinion leaders and from them to the lessactive sections of the populationrdquo
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1115
Two-Step Flow Model
Findings from Peoplersquos Choice Study Conversion In the Peoplersquos Choice Study only eight
percent of voters made a switch from their normalintended voting patterns
So why do political parties spend this much money onadvertising during election campaigns
Parti Reklam Harcama Tutar (YTL) Cumhuriyet Halk Partisi 18560937Adalet ve Kalkinma Partisi 14556484 Milliyetci Hareket Partisi 5686728 Demokrat Parti 4624950 Genc Parti 3645799 Kaynak Bilisim Medya
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 815
Propaganda and Wartime
Especially in WW1 WW2 and beginning of Cold Warfindings from Lasswell and other political scientists turnedldquocommunication studiesrdquo to a magic wand for governments
Example Nazi Propaganda Film - Triumph of the Will (by LeniRiefenstahl)
Example US Anti-Communism Propaganda Cartoon
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 915
Two-Step Flow Model
Paul Lazarsfeld Bernard Berelson and HazelGaudet did a study called Peoplersquos Choice (1944)
The study examined the effects of mass media onpolitical behavior
The researchers tracked the opinions of 600respondents from Ohio throughout electioncampaigns
The study suggested that media might not be asdirectly effective as people thought it was
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1015
Two-Step Flow Model
Findings from Peoplersquos Choice Study ldquoPersonal contacts appear to have been more frequent and
more effective than mass media in determining voting decisions
The flow of personal influence was activated by certainindividuals who were to be found on every level of society andpresumably were very much like the people whom theyinfluenced
Another important communication scholar called these peopleldquogatekeepersrdquo
The relationship between the mass media and opinion leaderswas a two-step flow of communication Ideas often flow from
radio and print to opinion leaders and from them to the lessactive sections of the populationrdquo
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1115
Two-Step Flow Model
Findings from Peoplersquos Choice Study Conversion In the Peoplersquos Choice Study only eight
percent of voters made a switch from their normalintended voting patterns
So why do political parties spend this much money onadvertising during election campaigns
Parti Reklam Harcama Tutar (YTL) Cumhuriyet Halk Partisi 18560937Adalet ve Kalkinma Partisi 14556484 Milliyetci Hareket Partisi 5686728 Demokrat Parti 4624950 Genc Parti 3645799 Kaynak Bilisim Medya
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 915
Two-Step Flow Model
Paul Lazarsfeld Bernard Berelson and HazelGaudet did a study called Peoplersquos Choice (1944)
The study examined the effects of mass media onpolitical behavior
The researchers tracked the opinions of 600respondents from Ohio throughout electioncampaigns
The study suggested that media might not be asdirectly effective as people thought it was
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1015
Two-Step Flow Model
Findings from Peoplersquos Choice Study ldquoPersonal contacts appear to have been more frequent and
more effective than mass media in determining voting decisions
The flow of personal influence was activated by certainindividuals who were to be found on every level of society andpresumably were very much like the people whom theyinfluenced
Another important communication scholar called these peopleldquogatekeepersrdquo
The relationship between the mass media and opinion leaderswas a two-step flow of communication Ideas often flow from
radio and print to opinion leaders and from them to the lessactive sections of the populationrdquo
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1115
Two-Step Flow Model
Findings from Peoplersquos Choice Study Conversion In the Peoplersquos Choice Study only eight
percent of voters made a switch from their normalintended voting patterns
So why do political parties spend this much money onadvertising during election campaigns
Parti Reklam Harcama Tutar (YTL) Cumhuriyet Halk Partisi 18560937Adalet ve Kalkinma Partisi 14556484 Milliyetci Hareket Partisi 5686728 Demokrat Parti 4624950 Genc Parti 3645799 Kaynak Bilisim Medya
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1015
Two-Step Flow Model
Findings from Peoplersquos Choice Study ldquoPersonal contacts appear to have been more frequent and
more effective than mass media in determining voting decisions
The flow of personal influence was activated by certainindividuals who were to be found on every level of society andpresumably were very much like the people whom theyinfluenced
Another important communication scholar called these peopleldquogatekeepersrdquo
The relationship between the mass media and opinion leaderswas a two-step flow of communication Ideas often flow from
radio and print to opinion leaders and from them to the lessactive sections of the populationrdquo
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1115
Two-Step Flow Model
Findings from Peoplersquos Choice Study Conversion In the Peoplersquos Choice Study only eight
percent of voters made a switch from their normalintended voting patterns
So why do political parties spend this much money onadvertising during election campaigns
Parti Reklam Harcama Tutar (YTL) Cumhuriyet Halk Partisi 18560937Adalet ve Kalkinma Partisi 14556484 Milliyetci Hareket Partisi 5686728 Demokrat Parti 4624950 Genc Parti 3645799 Kaynak Bilisim Medya
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1115
Two-Step Flow Model
Findings from Peoplersquos Choice Study Conversion In the Peoplersquos Choice Study only eight
percent of voters made a switch from their normalintended voting patterns
So why do political parties spend this much money onadvertising during election campaigns
Parti Reklam Harcama Tutar (YTL) Cumhuriyet Halk Partisi 18560937Adalet ve Kalkinma Partisi 14556484 Milliyetci Hareket Partisi 5686728 Demokrat Parti 4624950 Genc Parti 3645799 Kaynak Bilisim Medya
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1215
Two-Step Flow Model
Findings from Peoplersquos Choice Study Activation Takes place in several stagesMessage arouses interest
Increased interest brings increased exposure
Increased attention causes voter to select informationVotes crystallize
Reinforcement Many people had made theirchoice before the campaigns began The
campaigns head to reach out to these people sothat they stayed with their current decision
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1315
Reinforcement
The idea that media reinforces rather thanchanging ideas took a life of its own in latermedia theory
Paul Lazarsfeld and Robert MertonOne important function of media are to create
conformity
Critical TheoryMedia reproduces and reinforces dominant
ideology
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1415
Reinforcement amp Critical Theory
Critical Theory was developed by scholars fromFrankfurt School (Theodor Adorno HerbertMarcuse Max Horkheimer) With Hitler in power they fleed to US
They saw that the American media was overly commercialand industrialized They coined the term ldquoculture industryrdquo
Production of media content was highly standardizedcommercialized
Regardless of variations in the subjects forms and genresthe media produced a uniform product
Alternative ideas were ignored and not mentioned
Reinforce the status quo
S amp h M di C
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
832019 Lecture 3 - Powerful Media Effects
httpslidepdfcomreaderfulllecture-3-powerful-media-effects 1515
Status quo amp the Media CurrentPerspective
Noam Chomsky ldquoIf you want to understand how a particular society
works you have to understand who makes thedecisions that determine the way a society functionsIn the US the major decisions over what happens in
a society (investment production distribution etc) arein the hands of a relatively concentrated network ofmajor corporations conglomerates and investmentfirms Theyre also the ones who staff the majorexecutive positions in the government and theyre the
ones who own the media and are the ones who are inthe position to make decisions They have anoverwhelmingly dominant role in the way life happenswhats done in this societyrdquo
Noam Speaks
