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BU / Communications / CM 101 / What are the two step flow of communication?

What are the two step flow of communication?

What are the two step flow of communication?

Description

Theories of Mass Communication 


What are the two step flow of communication?



∙ Hypodermic Needle or Magic Bullet Theory

 media claims the meaning could be strategically placed into a media  message that would then be injected into or transmitted to the receiver

Chris Waldeck- The Media Needle

∙ Assumptions of Hypodermic Needle Theory

 Passive Audience

 Homogenous audience: assumes that audience does not have diverse  thought  

 Homogenous media consumption

 Absence of Noise; Noise refers to any disturbances in the environment that  distorts your cDon't forget about the age old question of psych 111
onsumption or the effectiveness of the message

 Technical Noise

 Semantic Noise: disturbances caused by the words being used in the  message not being received as they were intended  

 Effectiveness: the message is not effective in producing the change that it is meant to effect If you want to learn more check out usc criminology
If you want to learn more check out all​ decisions, and the​ trade-offs associated with​ them, embody an opportunity cost because of
If you want to learn more check out argument ua
We also discuss several other topics like if the variable cost per unit goes down
Don't forget about the age old question of shs cmu

∙ Minimal Effects Theory


What is homogenous media consumption?




What hypodermic needle theory all about?



 Media is not as powerful as previously though

 Media can only reinforce; not change beliefs

 Only very motivated people pay attention to media

∙ Two Step Flow of Communication

 Opinion leaders> Media

 We try to influence opinion leaders will go and influence others into their  new mode of thinking i.e. Celebrities advertising products on Instagram

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