Mass Media: Two Step Flow and U+G

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1. Who stated that young may see new forms of media as lessening need for face to face communication - social and community interaction eroded by privatisation of new media technologies - influence socially from confines of bedroom?

  • Klapper
  • Watson
  • Blumler and McQuail
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2. Which 5 uses of the media did Lull identify? (all correct)

  • Relational: gives families something to talk about - families don't sit down together for dinner
  • Social learning: use media to solve problems, seek guidance, to access info and learning, and to find role models
  • Affiliation: tv may reinforce family community - sit down to watch popular show that transcend age differences together
  • Avoidance: use TV to escape others
  • Competence dominance: members of the family may demonstrate their power by taking control of the remote

3. Who stated that personal relationships and conversations with SO result in people modifying/rejecting media messages - social networks are usually dominated by an opinion leader?

  • Katz and Lazarsfeld
  • Klapper
  • Lull

4. Which two stages did Katz and Lazarsfeld suggest media messages have to go through? (both correct)

  • the opinion leader is exposed to media content
  • those who respect the opinion leader internalise their interpretation of that content

5. Which three filters did Klapper state media messages must pass through? (all correct)

  • selective exposure: audience choose, media messages can have no effect if no one seems them, choose content based on film certification system
  • selective perception: audience may not accept the message - may take notice of some but reject/ignore others
  • selective retention: messages have to stick in mind of those who have accessed the media content

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