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MASS COMMUNICATION

MASS COMMUNICATION

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THEORY OF MASS COMMUNICATION
THEORY OF MASS COMMUNICATION

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Categories:Types, School Work
Published by: Hendra Manurung, S.IP, M.A on Aug 16, 2008
Copyright:Attribution Non-commercial

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08/18/2013

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GENERAL LECTUREGENERAL LECTURE
 T THEORIES OF MASSHEORIES OF MASSCOMMUNICATIONCOMMUNICATION
By. Hendra Manurung, S.IP, M.ABy. Hendra Manurung, S.IP, M.ALecturer of Mass CommunicationLecturer of Mass CommunicationFaculty of CommunicationsFaculty of CommunicationsDepartment of Public RelationsDepartment of Public RelationsPRESIDENT UNIVERSITYPRESIDENT UNIVERSITYKOTA JABABEKA – CIKARANG BARU BEKASI 17550KOTA JABABEKA – CIKARANG BARU BEKASI 17550INDONESIAINDONESIA
 
 
PowerfulPowerfulMass MediaMass Mediato Minimalto MinimalEffectsEffects
Mass mediaMass mediais ais apowerful persuasion toolpowerful persuasion toolfor public orfor public oraudienceaudiencePowerful effects” model of mass mediaPowerful effects” model of mass mediaHypodermic” model: injecting ideas/opinionsHypodermic” model: injecting ideas/opinions
War of the Worlds broadcastWar of the Worlds broadcastsince 20th centuriessince 20th centuries
Hitler’s use of media for persuasionHitler’s use of media for persuasionin Europe afterin Europe afterdefeated U.K, France, Netherlands, Russia duringdefeated U.K, France, Netherlands, Russia duringWorld War II (1939-1945)World War II (1939-1945)
Later replaced by minimal effects modelLater replaced by minimal effects modelWhy we Fight” series of moviesWhy we Fight” series of movies
 Top movie directors used to motivate troops Top movie directors used to motivate troops
Idea was to harness powerful mass mediaIdea was to harness powerful mass media
 Tested on troops, but found little attitude change Tested on troops, but found little attitude changeforforthe troopsthe troopsNew view: media haveNew view: media haveonlyonlylittle effect on viewslittle effect on viewsopinionsopinionsof public, can not be represent as opinionof public, can not be represent as opinionleader.leader.
 
 
Minimal to ConditionalMinimal to ConditionalModelModel
But was evidence that media did matter!But was evidence that media did matter!
A more nuanced proposal emergedA more nuanced proposal emergedAvoided extremes of earlier modelsAvoided extremes of earlier models
Keys to new perspective:Keys to new perspective:
Mass mediaMass mediaarearenot all powerfulnot all powerfulAudienceAudienceisisnot passive waiting to be manipulatednot passive waiting to be manipulatedMass media can haveMass media can haveonlyonlyan effect on people/societyan effect on people/society
Basic questions:Basic questions:
Who did it effect?Who did it effect?When did it affect them?When did it affect them?How did it affected them?How did it affected them?Why mass media has so big power toward public ?Why mass media has so big power toward public ?

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i like the mass communication and i want to be part of mass communication
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