Ch. 11: Mass Communication Theories

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Ch. 11 Mass Communication Theories

• COM 4480 Communication Theory
• April 23, 2007

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Mass Comm. Theories

• History of Mass Comm. Theory
• Magic Bullet Hypothesis
• a.k.a. Hypodermic Needle Theory
• Two-Step Flow Model

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Mass Comm. Theories

• Diffusion of Innovations
• Ev Rogers
• What shapes the adoption process?

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Mass Comm. Theories

• Diffusion of Innovations
• Ev Rogers
• What shapes the adoption process?

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Mass Comm. Theories

• Diffusion of Innovations
• Ev Rogers
• What shapes the adoption process?

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Mass Comm. Theories

• Diffusion of Innovations
• Stages of Adopters

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Mass Communication Theory

• Media Effects Theories
• vs.
• Functional Theories
• Uses and Gratifications Theory
• Goals of UG
• Assumptions

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Mass Communication Theory

• Ritualistic Media Use
• vs.
• Instrumental Media Use

• Uses and Gratifications
• Passive Audience
• vs.
• Active Aucience

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Mass Communication Theory

• Whats done in UG research?

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Mass Communication Theory

• Uses and Gratifications
• Weaknesses?

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Mass Communication Theory

• Parasocial Interaction

• How has PSI been examined?