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  • Cumulative Effects

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    Bien Murforry
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    Elisabeth Noelle-Neumann is a proponent of cumulative effects theory and developed the spiral of silence theory. The spiral of silence theory proposes that people determine which side of an issue has more support and the losing side stops voicing their opinions, beginning a spiral of silence that changes public opinion and behavior over time. Mass media can have powerful or limited effects depending on situational factors and acts as a socializing influence, especially during periods of uncertainty, impacting the development of attitudes, beliefs, and values.

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    Elisabeth Noelle-Neumann is a proponent of cumulative effects theory and developed the spiral of silence theory. The spiral of silence theory proposes that people determine which side of an issue has more support and the losing side stops voicing their opinions, beginning a spiral of silence that changes public opinion and behavior over time. Mass media can have powerful or limited effects depending on situational factors and acts as a socializing influence, especially during periods of uncertainty, impacting the development of attitudes, beliefs, and values.

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    23 views8 pages

    Cumulative Effects

    Uploaded by

    Bien Murforry
    Elisabeth Noelle-Neumann is a proponent of cumulative effects theory and developed the spiral of silence theory. The spiral of silence theory proposes that people determine which side of an issue has more support and the losing side stops voicing their opinions, beginning a spiral of silence that changes public opinion and behavior over time. Mass media can have powerful or limited effects depending on situational factors and acts as a socializing influence, especially during periods of uncertainty, impacting the development of attitudes, beliefs, and values.

    Copyright:

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    Download as DOCX, PDF, TXT or read online from Scribd
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    CUMULATIVE-EFFECTS THEORY

    ELISABETH NOELLE-NEUMANN -Proponent of cumulative effects theory and also has presented the third-person effect theory. Her most well known observation is the Spiral of Silence theory.

    >The media can have both powerful and limited effects on an audience, depending on situational factors.

    >Mass Media is a socializing influence that impacts the development of attitudes, beliefs and values.

    >Mass Media is more influential during periods of unrest, when people are uncertain.

    >Mass Media is more

    influential on some personalities than on others.

    >Spiral of Silence (Noelle-Neumann, 1984)-People make judgments about with side is ahead and gaining support on controversial issues. The Losing side stops voicing opinions, starting a spiral of silence, which ultimately affects change of opinion and behavior.

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