Mass Media Effects. Media & Society Dr. Inas A.Hamid. Bullet Theory. Early mass communication scholars assumed that the mass media were so powerful that ideas could be inserted as if by hypodermic needle into the body. It is called the “Bullet Theory” or “powerful effects theory”.
Mass Media Effects
Media & Society
Dr. Inas A.Hamid
Early powerful effects scholars would agree that newspapers coverage and campaigns of political candidates decided elections.
They also assumed that individuals are passive .
From that rethinking emerged the Minimalist Effects Theory, which includes:
Two-Step Flow Model. It emphasizes that people are motivated less by the mass media than by people they know personally and respect. These people called opinion leaders.
So , the model argues that media affects individuals through opinion leaders.
Opinion leaders are
Influential friends and
While media affect lifestyles, they also reflect lifestyle changes that come about for reasons altogether unrelated to the mass media.
Socialization means learning to fit into society.
In earlier times the role of media came into effect in children's lives late because books, magazines and other factors.
Today, TV. And the Internet have displaced much of the socialization influence that once came from parents.
Living Patterns . Mass media both reflect lifestyles and shape them.
In earlier times, TV kept people at home in their living rooms in the evenings.
Media companies adjust their products according to the changes caused by other changes.
Intergenerational Eavesdropping. Mass media have eroded the boundaries between the generations, genders and other social institutions.
Media dealt with a diversity of topics and allowed people in on the secrets of other groups.