| What do you know about | what meanings or understandings do you have of their ideas? | |
| Lasswell | Hypodermic model: People are passive consumers of media. Harold Lasswell wrote “subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers knocked them into a submission. | There are 2 types of consumption active and passive. Passive is receiving media such as watching the news. Active is looking for a specific type of news |
| Lazarfeld | Paul Felix Lazarsfeld, conducted large scale studies of the effect of communication through mass media on society, on voting behaviour. he developed the two-step-flow theory of communication. He directed a study into the decision making process of voters. His team interviewed 600 people from the state of Ohio and documented the psychological and social factors. | |
| Uses and Gratification | ||
| Stuart Hall | Jamaican-born British sociologist and cultural theorist. He was the founder of the influential “new left Review”( British bimonthly journal of ideas covering world politics, economy, and culture). He has a Representation theory. its important because culture is always formed through meaning and language. 1.Dominant 2.Negotiate 3.Opposition Stuart hall says these are the 3 ways people can interpret something from the media. | |
| George Gerbner | Cultivation theory: The media influences our ideas and opinion. IN the first instance, reception theory, suggests that exposure to reinforced messages will influence our ideas, attributes, and beliefs. | |
| Clay Shirky | Who believes that Gerbners ideas are no long applicable to contempory modes of media consumption. | |
| Henry Jenkins | Who beliees that modern audiences | |
| David Gauntlett | ||
