AHU 100 – PHILIPPINE POPULAR CULTURE (REVIEWER)

LESSON 4  Open to risks and the first to try new

ideas
SOCIO- CULTURAL OUTCOMES OF MASS  Venturesome and interested in new
COMMUNICATION: DIFFUSION OF ideas.
INNOVATIONS THEORY  Come up with amazing ideas
OUTLINE:

I. Diffusion of Innovations Theory 2. EARLY ADAPTERS (RESPECTABLE)

II. 5 Main People in the Diffusion of  Interested in trying new technologies
Innovations Theory and establishing their utility in society.
a. Innovators  Enjoy leadership roles, and embrace
b. Early Adapters change opportunities.
c. Early Majority  Already aware of the need to change
d. Late Majority and so are very comfortable adopting
e. Lagards new ideas.
III. Importance of the Diffusion of  Strategies to appeal to this population
Innovations Theory include how-to manuals and information
sheets on implementation.

DIFFUSION OF INNOVATIONS THEORY

 Developed by Everrett Rogers – 3. EARLY MAJORITY (DELIBERATE)

communication theorist at the University  Pave the way for use of an innovation
of New Mexico, in 1962. within 1ceptical1 society and are part of
o Found a basic pattern that was general population.
almost universally present as:  Need to see evidence that the
Innovative Ideas Spread innovation works before they are willing
Diffused Through culture. to adopt it.
A hypothesis outlining how new  Strategies to appeal to this population
technological and other advancements spread include success stories and evidence of
throughout societies and cultures, from the innovation’s effectiveness.
introduction to widespread adoption.

 Diffusion Theory – focuses on how 4. LATE MAJORITY (SKEPTICAL)

interpersonal communication within a
social group contributes to the adoption  Another part of the general population.
of new things.  Set of people who follow the early
majority into adopting the innovation as
part of their daily life.
5 MAIN PEOPLE IN THE DIFFUSION OF  These people are sceptical of change,
INNOVATIONS THEORY and will only adopt an innovation after it
has been tried by the majority.
1. INNOVATORS (VENTURESOME)
 AHU 100 – PHILIPPINE POPULAR CULTURE (REVIEWER)

5. LAGARDS (TRADITIONAL)

 People who lag the general population

in adopting innovative products and new
ideas.
 Primarily because they are risk-averse
and set their ways of doing things.
 They are bound by tradition and very
conservative.
 Very 2ceptical of change and are the
hardest group to bring on board.

IMPORTANCE OF THE DIFFUSION OF

INNOVATIONS THEORY

 Explain the rate at which consumers will

adopt new product or service.
 It helps marketer understand how trends
occur.
 It helps companies in assessing the
likelihood of success or failure.
 By utilizing the diffusion of innovation
theory, firms can predict which types of
consumers will purchase their
product/service and create effective
marketing strategies to push acceptance
through each category.
 AHU 100 – PHILIPPINE POPULAR CULTURE (REVIEWER)

LESSON 5  According to this theory, most people

have a natural – and most unconscious
PUBLIC OPINION AND THE THEORY OF
– fear of isolation that prompts them to
SPIRAL OF SILENCE
constantly monitor the behaviour of
OUTLINE: others for signs of approval or
disapproval.
I. Public Opinion  It also states that we are more willing to
II. Spiral of Silence communicate our ideas to others if we
III. Two Reasons Why People Remain believe that most people in the group
Silent hold the same view, that is, if we believe
IV. Spiral of Silence Theory that our opinion is in line with the
perceived majority opinion. On the other
hand, if we think that our opinion is
PUBLIC OPINION different from the perceived majority
opinion, we are more likely to remain
 The word public in the concept of silent about what we think. (Sushmitha
“public opinion” is to be interpreted in Hegde, 2022)
the sense of “public eye,” “visible to all’”
and thus as social control.
 Opinion refers to publicly visible and
TWO REASONS WHY PEOPLE REMAIN
audible expressions of opinion as well
SILENT
as public behaviour regarding value-
laden issues. 1. Fear of Isolation – when the group or public
realizes that the individual has divergent
Public opinion – the collective views of
opinion from the status quo.
people in a society. It is a complicated
concept that takes into account the opinions 2. Fear of Reprisal or more extreme
of individual citizens, groups, and elites. It is isolation – in the sense that voicing said
publicized through the media, often by opinion might lead to a negative consequence
pundits who promulgate elite views. beyond that of mere isolation (loss of a job,
status, etc).

SPIRAL OF SILENCE
WHY IS ISOLATION BAD?
 A political science and mass
communication theory proposed by the Social psychologists, Asch and
German political scientist Elisabeth Milgramhey have found that people will
Noelle-Neumann in 1974. conform to a blatantly wrong answer if they
 Spiral of Silence – term meant to refer knew that most other people have chosen that
to the tendency of people to remain answer.
silent when they feel that their views are
in opposition to the majority view on a
subject.
 AHU 100 – PHILIPPINE POPULAR CULTURE (REVIEWER)

SPIRAL OF SILENCE MODEL

The spiral effect is experienced

insomuch as it activates a downward spiral
where fears continually build within the minority
opinion holder, hence the minority opinion is
never voiced.

 A person with a minority opinion starts at

the wider end of the willingness-to-
speak spiral, but slowly drifts downward
due ti his fear of isolation, eventually
leading to silence.
 On a broader level, this spiral can be
used to denote the number of people
willing to express their divergent views,
which finally reduces to zero.

Vocal Minority – group that voices an

opinion that the majority of people don’t
agree with.

 Mass media molds our perception, and

thus our climate opinion, by feeding us
propaganda.
 The influence of mass media has on our
minds is no secret; almost everything
that we know comes from the
information we consume through media.

SPIRAL OF SILENCE THEORY

1. Examines the spread of public opinion.

2. People conceal their views if they believe

the’re in the minority.

3. Fear of isolation drives this theory.

4. Heavily influence by the media.

 AHU 100 – PHILIPPINE POPULAR CULTURE (REVIEWER)

LESSON 6 CULTIVATION HYPOTHESIS

SOCIO-CULTURAL OUTCOMES OF MASS The theory postulates that watching

COMMUNICATION television frequently influences an individual to
develop certain ideas of reality or beliefs and
OUTLINE: the assumptions about life that mirror the most
I. Cultivation Analysis Theory consistent or universal values that are
II. Cultivation Hypothesis showcased on television.
III. Types of Viewers
IV. Cultivation Assumptions and television
V. Mean World Syndrome TYPES OF VIEWERS
VI. Addition to Cultivation Theory
VII. Importance of Cultivation Analysis 1. Heavy viewers – more than 4 hours on
Theory television

2. Light viewers – less than 4 hours on

television
CULTIVATION ANALYSIS THEORY
3. Moderate viewers – in between heavy and
 George Gerbner 1960 – professor of light viewers
communication proposed the theory as
part of the Cultural Indicators Project to
examine the influence of television on CULTIVATION ASSUMPTIONS AND
viewers. TELEVISION
o His findings were later expanded
and developed by the American Gerbner’s primary focus was centered
screenwriter Larry Gross. on the role of television. This approach also
involved several key assumptions:
Cultivation theory – a communications and
sociological framework which posits that long-  First, television was distinguished as a
term exposure to media shapes how the unique form of mass media.(Gerbner et
consumers of media perceive the world as well al., 1978)
as conduct themselves in life.(Nabi & Riddle,  The second assumption held that
2008) television influenced society’s manner of
relating and thinking.(Settle, 2018)
 This theory is frequently applied to  Thirdly, Gerbner’s approach held that
television viewing and suggests that the effects of television were
frequent television viewers’ perceptions limited.(Gerbner et al., 1978)
of the real world become reflective of the
most common messages advanced by
fictional television. (Cynthia Vinney,
MEAN WORLD SYNDROME
2019)
 Was first coined in the 1970’s by Dr.
George Gerbner.
 AHU 100 – PHILIPPINE POPULAR CULTURE (REVIEWER)

 It describes that moderate to heavy

exposure to violence-related content
through television may increase feelings
of anxiety and fear.

ADDITION TO CULTIVATION THEORY

1. Mainstreaming – suggests that heavy TV

viewers who come from vastly different
demographic groups will come to share the
same beliefs about social reality. (Cynthia
Vinney, 2022)

2. Resonance – proposes that when a media

message lines up with an individual’s life
experience it will enhance the impact of the
message.

IMPORTANCE OF CULTIVATION ANALYSIS

THEORY

 It explains how children who watch

violent cartoons become violent
themselves.
 It has been widely used in the study of
violence in television.
 It examines how television shapes the
way individuals within the society think
and relate.