Hypodermic Needle. 2-Step Flow Theory. 5-Ws Theory of Media Effects. What mediates media effects?. Selectivity. Reinforcement. Primary Relationships.
2-Step Flow Theory
5-Ws Theory of Media Effects
"Here may lie the most important effect of mass communication, its ability to mentally order and organize our world for us. In short, the mass media may not be successful in telling us what to think, but they are stunningly successful in telling us what to think about.”—Shaw & McCombs, 1977
Take a presidential campaign
Examine all the local news coverage (News Agenda)
Compare it to what people are saying is important in the campaign (Public Agenda)