Mass Communication Theories Quiz

The Magic Bullet or Hypodermic Needle Theory characterizes the influence of mass media on audiences as direct, immediate, and powerful. It suggests that the audience is passive and gullible, easily manipulated by the media which 'injects' messages to trigger a uniform and desired response.

The primary concern is that the media could manipulate a passive and gullible public, leading theorists to believe that this manipulation is one of the primary ways media authors shape audience perception.

The Two-Step Theory of mass communication describes a process where information from the media is received in two distinct stages: first, by opinion leaders who pay close attention to the mass media and its messages, and second, these opinion leaders pass on the information to a wider audience.

<p>The Two-Step Theory alters the perception of direct media effects by introducing an intermediary step between the media and the general public. Instead of media messages directly influencing the audience, they first influence opinion leaders who then act as mediators, influencing the wider audience in the second step.</p> Signup and view all the answers

<p>The Two-Step Theory implies that opinion leaders have significant power as they act as mediators between the mass media and the general public. It suggests that the direct power of mass media is somewhat diminished, as the opinion leaders filter and interpret media messages before they reach the wider audience.</p> Signup and view all the answers

<p>Directly and uniformly by injecting appropriate messages</p> Signup and view all the answers

<p>The media could manipulate a passive and gullible public</p> Signup and view all the answers

<p>It moves in two distinct stages involving opinion leaders and the general public</p> Signup and view all the answers

<p>The former suggests direct and immediate influence, while the latter involves opinion leaders and the general public</p> Signup and view all the answers

<p>Mass media has a direct and powerful effect on a large group of people</p> Signup and view all the answers