Indirect Effects

Question 1

Katz and Lazarsfeld

Answer 1

Resulting people modifying or rejecting media messages, rather than just passively accepting it. Opinion leaders, e.g. people of influence whom others in the network look up to you and listen to

Question 2

Gramsci cultural effects model

Answer 2

Powerful ideological influence, capitalist cultural values and norms. Media content contains strong ideological messages that reflect the values of those who own, control, and produce the media.

Question 3

The drip drip effect model

Answer 3

More subtle effect in that the more and ideology is dripped into society by the media. The more people believe it, and accept it as true, mass media gradually influences, the audience over period of time, gradually shaped peoples common sense, ideas, assumptions, and their everyday view of the world.