4. Two step flow by Katz and Paul Lazarfeld(1944).
Information first goes to the opinion leaders. This information is then transmitted to the audience and media has no direct power. Audience is passive here and is influenced by opinion leaders.This proves that interpersonal interactions have a far stronger effect on shaping public opinion than the media.
5.Reception theory by Staurt Hall(1970)
When a producer constructs a text,it is encoded with a meaning or a message.The audience needs to decode this message in order to understand this. Based on this theory, there are 3 kinds of audience
Information first goes to the opinion leaders. This information is then transmitted to the audience and media has no direct power. Audience is passive here and is influenced by opinion leaders.This proves that interpersonal interactions have a far stronger effect on shaping public opinion than the media.
5.Reception theory by Staurt Hall(1970)
When a producer constructs a text,it is encoded with a meaning or a message.The audience needs to decode this message in order to understand this. Based on this theory, there are 3 kinds of audience
- Dominant. Who decode a message and understand what the producer is trying to convey.
- Negotiated. When the audience accepts or rejects elements in the light of previously held views.
- Oppositional. Rejected by cultural or political ideologies.
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