COMM 1100U Lecture Notes - Lecture 4: Hypodermic Needle, Opinion Leadership, Cultivation Theory
Document Summary
Programming to attract viewers in order to sell them to advertisers that ran their commercials during the programs. Tv shows, then were the free lunch" that assembled people for sale to advertisers". An ideally impartial system to meet both producers and advertiser needs. The audience affected: media effects research strategies: The rise of the mass audience as a concern. Media model social behaviours that we enact ourselves. Opinion leader ----- 2. individuals in social contact with opinion leader. Artificial contexts extrapolated to real world situations. Often assume a difference between researchers and the masses". Treat media as if they have single messages we all receive the same way. Meanings aren"t located just in the text. Ethnography: eg. meehan"s list of 10 ways people might approach tv. We make choices based on what we need/or wants. Difference between rhetoric of digital media technologies and experience of digital media technologies. How our values become articulated in algorithms.
