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Denis McQuail was born in Wallington, London on 12 April 1935 to Irish immigrant parents Annie (née Mullan) and Christopher McQuail. [4] After schooling at St Anselm's college in Birkenhead, where he showed an aptitude for languages, he spent his national service in the Intelligence Corps learning Russian and studied history at Corpus Christi College, Oxford. [4]
The model was originally rooted in 1930s behaviourism and was largely considered obsolete for a long time, but big data analytics-based mass customisation has led to a modern revival of the basic idea. After that, a shift which rediscovered the relationship between media and people occurred and led to establishment of uses and gratifications ...
For example, interaction models can be used to describe a conversation through instant messaging: the sender sends a message and then has to wait for the receiver to react. Another example is a question/answer session where one person asks a question and then waits for another person to answer.
In 1993, the communication scholars Denis McQuail and Sven Windahl referred to Lasswell's model as "perhaps the most famous single phrase in communication research." [18] McQuail and Windahl also considered the model as a formula that would be transformed into a model once boxes were drawn around each element and arrows connected the elements. [18]
Unlike the hypodermic needle model, which considers mass media effects to be direct, the two-step flow model stresses human agency. For example, in the field of science communication, Matthew Nisbet describes the use of opinion leaders as intermediaries between scientists and the public as a way to reach the public via trained individuals who ...
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In some cases only a small number of social bots can easily direct public opinion on social media and trigger a spiral of silence model. [34] For example, scholars find out that social bots can affect political discussion around the 2016 U.S. presidential election [35] and the 2017 French presidential election. [36]
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