CMST 2C03 Lecture Notes - Lecture 7: Change Impact Analysis, Netflix, Media Consumption
29 Sep 2016
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Document Summary
Two-step flow of communication; uses and gratifications (27/09/16) Limited media effects rebuttals to theories of media effects. Views of media as influences that work among other influences. How people influence/mediate the flow of mass media messages: thinking of mimesis, we see how people mediate the experience, and see how it"s done. Katz and lazarfeld (1955) impact analysis: measure the impact of media alongside the people, role of media vs opinion leaders" in influencing decision-making processes. Opinion leaders: political leaders are the best examples of opinion leaders establish the agenda and what it is and establish along that: opinion leaders" (movers/shakers) found in all walks of life. Found a women"s groups and how they operate so they don"t necessarily have to be opinion leaders. They can be in any sort of social events. Like gatekeepers located between media institutions and the rest of society think it should go from the media, to them, then to the society.
