CMN 3104 Lecture Notes - Lecture 1: Extreme Makeover, Symbiosis, Manufacturing Consent
6 Oct 2017
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Lecture 1: theories and approaches to media and communication. The direct effect theory: assumes that media messages directly impact behaviour (clinical psychology pavlov). Influenced by the studies of crowd mentality by lebon: pavlov: studied the notion that strong messages can manipulate the behaviour of those receiving them. Applied to societies during a time when different political ideals (outside of democracy) were emerging. Found that if a stimulus was provided you can condition a person for a particular response. His description of crowds involved a group of people that needed to be controlled through strong leadership and manipulation which would be simple to accomplish due to the lower intellectual capital/class. The notion that the media becomes that friend to you. Examples: listening to a song to connect to your emotions and disconnect from what is going on in your life, reading a romance novel to zone out, watching hoarding shows to feel better about yourself.
