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One Step Flow Theory

The document discusses several theories of media effects, including the one-step flow theory, two-step flow theory, and magic bullet theory. The magic bullet theory proposes that media has a direct, powerful, and uniform effect on the public similar to being shot by a bullet without any ability to resist influence. This view is now considered outdated given that people can process information selectively and discuss issues with others.

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2K views1 page

One Step Flow Theory

The document discusses several theories of media effects, including the one-step flow theory, two-step flow theory, and magic bullet theory. The magic bullet theory proposes that media has a direct, powerful, and uniform effect on the public similar to being shot by a bullet without any ability to resist influence. This view is now considered outdated given that people can process information selectively and discuss issues with others.

Uploaded by

nazmah
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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One step flow theory Two step flow theory Media affects individuals through opinion leaders Magic

bullet theory This theory has also been called the hypodermic needle model where media is seen as a profound, direct and uniform impact on the public. It is called by term bullet because it implies that media effects flow directly from media to individual like a bullet. The idea that messages delivered through the mass media persuade all people powerfully and directly (as if they were hit by a bullet or injected by a needle) without the people having any control over the way they react

Pavlik j & mcintosh, shawn 2004 Converging media : an introduction to mass communication ny:pearson Rodman, george 2011 mass media:in a changing world 4th ed ny:mcgraw hill Turow, Joseph 2011 Media Today: an introduction to mass communication 4th ed ny: routledge Vivian, John (2011). The Media of Mass Communication 10th Ed. United States: Pearson

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