Effects of Media Communication 玉讲教师：王积龙 CLICK LINK BELOW TO SUBSCRIBE TO CINEFEX
Effects of Media Communication 主讲教师：王积龙
General Trends in Effects Theory Bullet Theory Model Moderate- Effects Model Limited-Effects Model 1920 1930 1940 1950 160 167 198p 1990 1927 19.37 1984 sswell's Institute 1954 ppaganda for Voting The Great Propaganda 198a195 1960 1972 Report Communicaton to the 8 1947 98 1976 Mr. Biggott Peoole's Unde Study ○hoice 1970 1973 Tichenor, Noelle Donohue, and Olien Spiral of Figure 13.I Size of effect due to mass comunication for various theories
General Trends in Effects Theory
Magic Bullet Theory The classic example of the application of the Magic Bullet Theory was illustrated on October 30,1938 when Orson Welles and the newly formed Mercury Theater group broadcasted their radio edition of H.G.Wells'"War of the Worlds."On the eve of Halloween,radio programming was t interrupted with a "news bulletin"for the first time.What the audience heard was that Martians had begun an invasion of Earth in a place called Grover's Mill,New Jersey. It became known as the"Panic Broadcast"and changed broadcast history,social psychology,civil defense and set a standard for provocative entertainment.Approximately 12 million people in the United States heard the broadcast and about one million of those actually believed that a serious alien invasion was underway.A wave of mass hysteria disrupted households,interrupted religious services,caused traffic jams and clogged communication systems.People fled their city homes to seek shelter in more rural areas,raided grocery stores and began to ration food.The nation was in a state of chaos,and this broadcast was the cause of it
The classic example of the application of the Magic Bullet Theory was illustrated on October 30, 1938 when Orson Welles and the newly formed Mercury Theater group broadcasted their radio edition of H.G. Wells' "War of the Worlds." On the eve of Halloween, radio programming was interrupted with a "news bulletin" for the first time. What the audience heard was that Martians had begun an invasion of Earth in a place called Grover's Mill, New Jersey. It became known as the "Panic Broadcast" and changed broadcast history, social psychology, civil defense and set a standard for provocative entertainment. Approximately 12 million people in the United States heard the broadcast and about one million of those actually believed that a serious alien invasion was underway. A wave of mass hysteria disrupted households, interrupted religious services, caused traffic jams and clogged communication systems. People fled their city homes to seek shelter in more rural areas, raided grocery stores and began to ration food. The nation was in a state of chaos, and this broadcast was the cause of it. Magic Bullet Theory
Magic Bullet Theory Core Assumptions and Statements The theory suggests that the mass media could influence a very large group of people directly and uniformly by'shooting'or EMAGIC 'injecting'them with appropriate messages designed to trigger a desired response. THEORY Both images used to express this theory(a bullet and a needle) 鲜ES suggest a powerful and direct flow of information from the sender to the receiver.The bullet theory graphically suggests that the message is a bullet,fired from the"media gun"into the viewer's "head".With similarly emotive imagery the hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message. They express the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message.There is no escape ASK from the effect of the message in these models.The population is seen as a sitting duck.People are seen as passive and are seen as having a lot media material "shot"at them.People end up thinking what they are told because there is no other source of information
Core Assumptions and Statements The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a desired response. Both images used to express this theory (a bullet and a needle) suggest a powerful and direct flow of information from the sender to the receiver. The bullet theory graphically suggests that the message is a bullet, fired from the "media gun" into the viewer's "head". With similarly emotive imagery the hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message. They express the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message. There is no escape from the effect of the message in these models. The population is seen as a sitting duck. People are seen as passive and are seen as having a lot media material "shot" at them. People end up thinking what they are told because there is no other source of information. Magic Bullet Theory
Magic Bullet Theory New assessments that the Magic Bullet Theory was not accurate came out of election studies in "The People's Early mass(ouh减tion model Choice,"(Lazarsfeld,Berelson and Gaudet,1944/1968).The project was conducted during the election of Franklin D Roosevelt in 1940 to determine voting patterns and the Mass media relationship between the media and political behavior.The 0 0 0 majority of people remained untouched by the propaganda; 0 0 interpersonal outlets brought more influence than the media 00 00 0 00 The effects of the campaign were not all-powerful to where 00 they persuaded helpless audiences uniformly and directly, '0 which is the very definition of what the magic bullet theory %0 0o0 does.As focus group testing,questionnaires,and other methods of marketing effectiveness testing came into widespread use;and as more interactive forms of media(e.g.: 0,solatedndivdu的 internet,radio call-in shows,etc.)became available,the constituting a mass magic bullet theory was replaced by a variety of other,more instrumental models,like the two step of flow theory and diffusion of innovations theory
New assessments that the Magic Bullet Theory was not accurate came out of election studies in "The People's Choice," (Lazarsfeld, Berelson and Gaudet, 1944/1968). The project was conducted during the election of Franklin D. Roosevelt in 1940 to determine voting patterns and the relationship between the media and political behavior. The majority of people remained untouched by the propaganda; interpersonal outlets brought more influence than the media. The effects of the campaign were not all-powerful to where they persuaded helpless audiences uniformly and directly, which is the very definition of what the magic bullet theory does. As focus group testing, questionnaires, and other methods of marketing effectiveness testing came into widespread use; and as more interactive forms of media (e.g.: internet, radio call-in shows, etc.) became available, the magic bullet theory was replaced by a variety of other, more instrumental models, like the two step of flow theory and diffusion of innovations theory. Magic Bullet Theory