Functionalism and Media Influence

The idea that media's influence on individuals is limited and shaped by various factors, like personal beliefs, social networks, and individual differences.

A research approach focusing on how media functions within society, analyzing its role in shaping public opinion, disseminating information, and influencing behavior.

The power of media to persuade is not inherent to the medium itself but resides in the actors who use it. Persuasion is complex and influenced by many factors.

A scientific approach that focuses on observable behavior and measurable outcomes, often using experiments and statistical analysis.

The credibility and trustworthiness of the source delivering a message can significantly influence its persuasiveness. People are more likely to believe a source they perceive as reliable.

This paradigm emphasizes the importance of understanding how individuals actively process and interpret media messages, rather than passively accepting them. Media use is a conscious choice.

The ability of individuals to resist manipulation and critically evaluate information. This is a key element in understanding how media affects individuals.

A research approach that challenges assumptions of objectivity and neutrality in media research. It emphasizes the power structures and social inequalities that influence media content and its effects.

The things that affect how we process information and connect with messages, like our existing beliefs, social groups, and personal experiences.

The characteristics of the message itself, like its content, style, and source, that contribute to its impact.

The tendency to pay more attention to, remember, and support messages that align with our existing beliefs.

When we hold two conflicting ideas simultaneously, it creates mental discomfort. To alleviate this, we may ignore or downplay the contradictory information.

Mass media can reinforce existing beliefs, but it's difficult to completely change people's perspectives through communication alone.

The process of persuasion involves a dynamic interplay between the sender of the message and the receiver. Both sides influence the outcome.

People often prioritize messages from sources they trust and value, while dismissing those from sources they view with suspicion.

The idea that media's influence is indirect and goes through opinion leaders, who filter and interpret messages, creating a two-step flow of communication.

This occurs when media doesn't necessarily change people's minds on big issues but influences what they think is important. It sets the agenda for what people talk about.

This is the idea that people are afraid to express unpopular opinions for fear of social disapproval, leading to a spiral of silence where the dominant opinion appears louder.

The influence of media is a gradual and long-term process where effects are not immediately visible, but manifested over time.

People who are well-informed and respected within a community, and often have a significant impact on the opinions of others.

The realization that mass media's impact is not direct, but is filtered through social relationships and interpersonal communication.

Individuals often rely on the opinions of others when making decisions and forming beliefs, especially regarding social issues.

Understanding the potential of media to shape what people consider important, even if it doesn't always change beliefs.

The tendency for people to conform to the perceived majority opinion, especially when they feel like a minority. This can lead to people remaining silent on their own views, even if dissenting, to avoid social isolation or backlash.

An experiment that studied how individuals obey authority figures, revealing that people are more likely to follow orders, even if they contradict their own morals, when directed by an authority figure.

Social media platforms can amplify the Spiral of Silence effect by creating the illusion of widespread consensus. This can make people feel safer voicing opinions that align with what they perceive as the majority, even if it's not truly representative.

When individuals on opposite sides of an issue believe that their views are the majority opinion, creating a sense of polarization and conflict.