Mass Comm Theories: Magic Bullet Theory
22 Questions
1 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is the main idea behind the Magic Bullet Theory?

  • Mass media has a limited impact on its audience.
  • Media is irrelevant in shaping public opinion.
  • Mass media has a direct, immediate and powerful effect on its audience. (correct)
  • Audience members are active and think critically about media messages.

    • Which of the following is a limitation of the Magic Bullet Theory?

  • It is only applicable to print media.
  • It assumes that the audience is passive and susceptible to media messages. (correct)
  • It is only applicable in developed countries.
  • It is a relatively new theory.

    • What is the main difference between the Magic Bullet Theory and the Two-Step Flow Theory?

  • The Magic Bullet Theory is older than the Two-Step Flow Theory.
  • The Magic Bullet Theory focuses on opinion leaders, while the Two-Step Flow Theory focuses on mass media.
  • The Magic Bullet Theory assumes that the audience is passive, while the Two-Step Flow Theory assumes that the audience is active. (correct)
  • The Magic Bullet Theory is more relevant in modern times.

    • What is the role of opinion leaders in the Two-Step Flow Theory?

    <p>They are influenced by mass media and influence others.</p> Signup and view all the answers

    What was the surprising discovery made by Katz and Lazarsfeld during the Presidential election campaign?

    <p>Informal, personal contacts were more influential in influencing voting behavior.</p> Signup and view all the answers

    In which country is the Magic Bullet Theory still very much applicable?

    <p>China</p> Signup and view all the answers

    What is an example of the Magic Bullet Theory in action, as mentioned in the content?

    <p>The War of the Worlds radio broadcast.</p> Signup and view all the answers

    What is the main idea behind the Two-Step Flow Theory?

    <p>Mass media influences opinion leaders, who in turn influence others.</p> Signup and view all the answers

    Who are the influential figures in the Two-Step Flow Theory?

    <p>Elected public officials, powerful business executives and religious figures</p> Signup and view all the answers

    What is the role of opinion leaders in the Two-Step Flow Theory?

    <p>They pay attention to mass media messages and pass on their own interpretations</p> Signup and view all the answers

    What is the primary goal of high technology companies' marketing strategy in the context of the Two-Step Flow Theory?

    <p>To reach respected journalists and experts who are opinion leaders</p> Signup and view all the answers

    What is the main idea behind the Agenda-Setting Hypothesis?

    <p>Mass media tell people what to think about</p> Signup and view all the answers

    Who are the gatekeepers in the Agenda-Setting Hypothesis?

    <p>Reporters, editors, and writers, as well as external influences</p> Signup and view all the answers

    What is the result of mass media's influence on the public, according to the Agenda-Setting Hypothesis?

    <p>The public becomes more passive and accepts the media's agenda</p> Signup and view all the answers

    What is the primary function of mass media in the Agenda-Setting Hypothesis?

    <p>To structure the public's thinking and set the agenda</p> Signup and view all the answers

    What is the impact of mass media's concentration on a few issues and subjects, according to the Agenda-Setting Hypothesis?

    <p>The public perceives those issues as more important than other issues</p> Signup and view all the answers

    What is the main weakness of the Agenda Setting Theory?

    <p>It fails to recognize the audience's ability to choose their channels of information</p> Signup and view all the answers

    According to the Uses and Gratification Theory, what motivates media usage?

    <p>The desire to satisfy personal goals</p> Signup and view all the answers

    What is the role of the audience in the Uses and Gratification Theory?

    <p>Active selectors of media messages</p> Signup and view all the answers

    What is the main difference between the Magic Bullet Theory and the Uses and Gratification Theory?

    <p>One focuses on the source, the other on the audience</p> Signup and view all the answers

    What is the significance of the development of the Uses and Gratification Theory?

    <p>It challenged the Agenda Setting Theory's assumptions</p> Signup and view all the answers

    What is the implication of the Uses and Gratification Theory on our understanding of media consumption?

    <p>People make intelligent choices about what messages require their attention</p> Signup and view all the answers

    Study Notes

    Magic Bullet Theory

    • Introduced in the 1940s and 1950s
    • Also known as the 'hypodermic needle theory'
    • Mass media has direct, immediate, and powerful effects on audiences
    • Audiences are passive and equally susceptible to media messages
    • The War of the Worlds example is a classic illustration of this theory
    • The mass media is believed to have the ability to shape public opinion and persuade the masses towards a particular point of view
    • Limitation of information sources (only TV and radio)

    Magic Bullet Theory in China

    • Still very much applicable in China
    • Media is viewed as an important tool for the government to disseminate information to the public
    • People still believe what the media says, even with media violence (e.g., children imitating Superman)

    Two-Step Flow Theory

    • Developed by Katz and Lazarsfeld
    • Process of decision-making during a presidential election campaign
    • Informal, personal contacts are more influential in influencing voting behavior than mass media
    • Opinion leaders are influential in getting people to change their attitudes and behaviors
    • Opinion leaders are similar to those they influence
    • Media influence opinion leaders, who in turn influence society
    • Example: High technology companies design their marketing strategy to first reach respected journalists and experts who are opinion leaders

    Agenda-Setting Hypothesis

    • Introduced in 1972 by Maxwell McCombs and Donald Shaw
    • Mass media tell people what to think about, not what to think
    • The ability to determine what issues are important and what can and can't be talked about
    • Media tend to concentrate on a few issues and subjects, leading the public to perceive those issues as more important than others
    • Filter news and set agenda through gatekeeping
    • Mass media has the ultimate persuasion power over the public, able to structure their thinking

    Uses and Gratification Theory

    • Developed by Blumler and Katz
    • This theory challenges the Agenda Setting Theory
    • The receivers (publics) have the ability to pick and choose their channels of information
    • Mass media power in society is limited, and the power rests on the audience
    • Able to choose from a wide variety of sources and act as their own gatekeeper
    • Media usage is motivated by goals - information, entertainment, and infortainment
    • Media is simply used to satisfy the audience's needs
    • This theory explains why audiences do not passively wait for media messages to arrive and instead make intelligent choices about what messages require their attention and meet their needs

    Studying That Suits You

    Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

    Quiz Team

    Related Documents

    Mass Comm Theories/Media Effect Theories/Persuasion Theories PDF

    Description

    This quiz tests your knowledge of mass communication theories, specifically the Magic Bullet Theory, also known as the 'hypodermic needle theory'. Learn how this theory explains the direct and powerful effects of mass media on audiences.

    More Like This

    Use Quizgecko on...
    Browser
    Open
    Browser
    Browser