mc2 week 4 2 step flow & hypodermic needle
DESCRIPTION
Introduction to core theories in mass communicaton part 1TRANSCRIPT
The hypodermic needle….
The effects of mass media
Harrold Lasswell
Propaganda Technique in the World War (1927)
He argued that the people had been duped and degraded by propaganda during the war.
Not a real theory
No empirical basis, but based on assumptions of the time about human nature.
People were assumed to be "uniformly controlled by their biologically based 'instincts' and that they react more or less uniformly to whatever 'stimuli' came along" (Lowery & DefFleur, 1995, p. 400).
=> Stimulus – response theory
Assignment
The media do not function as a ‘magic bullet’. But how do they actually work…
Group: 2 students
Discuss how could you possibly research the effects of mass media (10 min.)?
Discuss this in class
Study: The People's Choice (1944)
Study focused on the process of decision-making during a Presidential election campaign.
How do media influence voting behaviour?
Hypothesis: direct influence of media messages on voting intentions.
“'Ideas often flow from radio and print to the opinion leaders and from them to the less active sections of the population.'
Conclusion:
Discussion
What is correct / incorrect in this assumption?
Core concept: opinion leaders
Who are they?
What are the characteristics of an opinion leader?
Opinion leaders
Opinion leaders are distributed in all groups: occupational, social, community and others.
Opinion leadership changes from time to time and from issue to issue. Leaders are most influential when interest is shared by the group.
2 Types: - monomorphic (influential on one topic) - polymorphic (influential on a variety of topics)
Criticism
Flow of information Flow of influence. Is this the same?
New term ‘influentials’
"Influentials are better educated and more affluent than the average American, but it is their interest in the world around them and their belief that they can make a difference that makes them influential (Crispell, 1989).”
Relations / applications
Word of mouth campaigning
Difussion of innovations (influentials are ‘early adopters’ )
Mass Media
Mass Media
Information Receivers
Information Receivers
Opinion Receivers/ Seekers
Opinion Receivers/ Seekers
Opinion Leaders
Opinion Leaders
Step 1a
Step 1b
Step 2
Step 3
Multistep flow
Assignment
Design a campaign to promote ‘new driving’ (eco driving) using the two step flow theory.
Who are influentials in this erea?
How could you identify them?
How could you persuade them to adopt this behavior?
Which media would you use in this campaign?
Etc.
Present your design in class this afternoon