CCT302H5 Lecture Notes - Lecture 2: Single-Bullet Theory, Consumer Behaviour, Media Consumption

• School: UTM
• Department: Communication, Culture and Technology
• Course: CCT302H5
• Professor: Gennadi Gevorgyan

Document Summary

There are more active media users as they react to noise on a daily basis. Audiences are selective and will likely wanna read stuff from their choices compared to a wide variety. Noise will allow us to break through the clutter. Process by which goods, services, or ideas are used and transformed into value. Can deal with watching tv, reading books, listening to music or a video. Able to figure out things people are looking for. An intended message is directly received and accepted by the receive. One step flow(from media directly to consumer) Two-step flow theory(lazarsfeld et al. early 40s) Media effects are mediated/moderated by social relationships. Social surrounding influences how people select and perceive content. From media(radio and newspapers) to opinion leaders and from opinion leaders to regular consumers. Media not as powerful as we thought. Acti(cid:448)e (cid:373)edia users (cid:449)ho i(cid:374)terpret the (cid:373)ea(cid:374)i(cid:374)g of (cid:373)edia (cid:373)essages or co(cid:374)te(cid:374)t for lo(cid:449)er- end media users.