who= Andrew Pierce wrote in the Daily Mail on Monday 19th October 2020
Says what= Mocking left wing politics
Shannon and Weaver in 1949- developed and criticized the model of communication
Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. he developed the Two Step Flow model of communication, messages are not directly injected into the audience, but while also subject to noise, error, feedback etc, they are also filtered through opinion leaders, those who interpret media messages first and then relay them back to a bigger audience.
Cultivation Theory George Gerbner,Looking primarily at the relationship between violence on television and violence in society. They developed what is known as CULTIVATION THEORY, noting the distinct characteristics of television in relation to other media forms, they suggest that ‘television cultivates from infancy the very predispositions and preferences that used to be acquired from other primary sources‘ In other words, television shapes the way individuals within society think and relate to each other.
The Theory of Preferred Reading- Stuart Hall, developing a critical theory that looked to analyse mass media communication and popular culture as a way of both uncovering the invidious work of the State and Big Business, as well as looking for ways of subverting that process. Hall suggested that power, control and therefore, behaviour management cannot be exerted directly, willfully and without resistance. Towards this aim he proposed the encoding/decoding model of communication, or the theory of preferred reading, where individuals are not only active in the process of interpretation and the construction of meaning, but they are also able to dismiss and reject dominant messages.