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Period: to
Very Large Effect on Audience
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Bullet/Needle Theory
Assumed media has a direct and immediate effect on its audience.
Early theory suggested that audiences passively accepted media messages. -
Payne Fund Studies
Prompted by public concern about harmful effects of motion pictures on children.
Media has a lasting impact on racial attitudes, health, moral standards, emotions, and delinquent behaviors. -
Period: to
Limited Effects Model
Very Little effect on audience -
Roosevelt vs. Wilkie Election
showed that interpersonal contacts more important than media in influencing vote. -
The Spiral of Silence
increasing pressure people feel when their views are in the minority. -
Diffusion of Innovations
process by which an innovation is communicated through certain channels over time among the members of a social system. -
Uses and Gratifications
what do we do with the media?
we choose what media to use and how to use it. -
Klapper's Review of Effects of Media
showed that media has very limited effects on the audiences. -
Period: to
Moderate Effects Model
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Agenda Setting Theory
news media determine the issues the public thinks about and talks about.