paul lazarsfeld limited effects theory
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Media AS level theoryTRANSCRIPT
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Limited effects theoryPaul Lazarsfeld
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How much does the media have an impact on us?
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Paul Lazarsfeld – Limited Effects Theory
• The media doesn’t have theimpact we think it does
• Only a few people are actuallyopen to psychologicalmanipulation of the media
• Media is pretty powerless inshaping opinion because individuals and groups are different to one another
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Two-step flow theory – info flows horizontally
• Media users divided into 3:– Gate Keepers• Screen media messages and pass
on messages that help othersshare their views
– Opinion Leaders• Pass on info to opinion followers
– Opinion Followers• Receive info from opinion leaders
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Paul Lazarsfeld – Limited Effects Theory
• Media rarely influences individual decision making
• Direct propaganda comes fromothers – friends, family, colleagues, etc.
• First opinion leader influencespeople – then media is influential
• Audience as adults have already developed opinions independent from the media
• Only socially isolated people may be directly affected by media
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Paul Lazarsfeld – Limited Effects Theory
• Media effects us in a limitedway because:– Individual differences– Psychology or perception– Personality characteristics
of audiences– Group membership, e.g. age, gender, class and
status, ethnicity, sexuality, disability/ability, regional identity