COMM 350 Lecture Notes - Lecture 4: Single-Bullet Theory, Culture Theory, Influence Of Mass Media
20 Jan 2017
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Document Summary
Compare and contrast: mass culture theory 1. 0 vs mass. Core ideas/values: mc1: concern for elite culture shaping development of civilization, mc2: concern for culture as produced and engaged by private citizens. Views of society: mc1: cultivated minority vs. undiscerning mass, mc2: public opinion and voices creates, ways of public thinking. View of media: mc1: expressing of low culture, mc2: media helps public sphere. Media effects & schools of thoughts - propaganda. 1920s one of earliest mass media theories. Originated with lasswell-propaganda technique in the world. Media as magic bullet : passive audience seduced by media. Propaganda studies- considering (& questioning) the magic. Bullet theory: ruling elites use communication not only to maintain their power, but undermine rivals. Connection to chicago school social influence of press on society. Transmission model of communication; scientific study of communication process: study the who: control analysis, says what: content analysis, channel: media analysis, who: audience analysis, what: media effects.
