COMM370 Lecture 9: comm 370 week 4 notes
5 Oct 2016
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Two-step flow: mass media is spread to opinion leaders, followers listen to the opinion leaders, and base their opinions off of that, impact of mass communication is not automatic it trickles down the system instead of reaching everyone simultaneously. Mass media and society: one of society"s basic institutions. Politics: interconnected with other institutions, center of knowledge in society, purpose of media. Window: seeing the world in real time. Mirror: reflect what"s going on in the world. Platform/forum: a way to get a message out. Screen/barrier: intended for a specific audience or the majority: normative theories. Describe how media is integrated into society. Authoritarian: oldest and most common, media protects established social order, tightly controlled and subordinate to authorities, censorship and controls are common. Libertarian: reaction to authoritarianism, no restrictions, freedom valued, private ownership of media (laissez-faire), universal access to media. Soviet totalitarianism: media controlled/owned by communist government, media broadcasts propaganda to help communist party, no criticism allowed.
