Search results
Results From The WOW.Com Content Network
Lazarsfeld's debunking of these models of communication provided the way for new ideas regarding the media's effects on the public. Lazarsfeld introduced the idea of the two-step flow of communication [11] in 1944. Elihu Katz contributed to the model in 1955 through studies and publications. [12]
The two-step flow of communication model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population. It was first introduced by sociologist Paul Lazarsfeld et al. in 1944 [4] and elaborated by Elihu Katz and Lazarsfeld in 1955 [5] and subsequent publications. [6]
Lazarsfeld emphasized that a research institution is capable of existing in an organized fashion but that the commandeering and leadership really dictated the success of it. Lazarsfeld was successful for nearly two decades; however actors within this particular system could manipulate the machinations of the institution and thus derail the program.
Reinforcement theory is a limited effects media model applicable within the realm of communication.The theory generally states that people seek out and remember information that provides cognitive support for their pre-existing attitudes and beliefs.
This theory was first introduced by sociologist Paul Lazarsfeld et al. in 1944 and elaborated by Elihu Katz and Lazarsfeld in 1955. [ 1 ] The multi-step flow theory offers a larger range of interaction between opinion leaders, information sources and audiences than the two-step model, which argues that information flows from mass media directly ...
The "limited effects" model of communication emerged in the 1940s with a shift in the media effects paradigm. This shift suggested that while the media has effects on consumers' behavior such as their voting behavior, these effects are limited and influenced indirectly by interpersonal discussions and the influence of opinion leaders .
In political science, the minimal effects hypothesis states that political campaigns only marginally persuade and convert voters. The hypothesis was formulated during early research into voting behavior between the 1940s and the 1960s, and this period formed the initial "minimum effects" era in the United States. [ 1 ]
This study concluded that "motion pictures have definite, lasting effects on the social attitudes of children." One final study in the Payne Fund Studies argued that additional factors such as those that are social, familial, situational and individual differences should be taken into account when assessing the impact of film on behaviour.