Week 3 (MAM)

Question 1

Where is the impact on Mass Communication?

Answer 1

1. When there is no alternatives, people tend to believe what is told in the newspapers.
2. Influences society and culture by mass media, not by the media itself but the people in it
3. We are more likely to believe experts in the media

Question 2

What does MSM stand for?

Answer 2

Mainstream media, like Telegraaf in the Netherlands

Question 3

What is Harold Lasswell’s communication model?

Answer 3

Who > says What > in what Channel > to Whom > with what Effect

Question 4

What is the 3rd person effect?

Answer 4

Everybody is influenced, but not me! Critical observation is needed if you don’t want to be influenced.

Question 5

What is the Historical perspective of powerful media?

Answer 5

1. Receivers are no longer passive, more access to new outlets
2. Informing (news) is not the same as influencing (propaganda)
3. Senders intentions are no longer the starting point in communication process. It’s sending out a message that we may want to believe

Question 6

How do we observe the impact of Mass Media?

Answer 6

1. Societal perspective
2. Media perspective
3. Psychological perspective
4. Liking principle
5. Influence marketing = opinion leaders
6. Question the power (Klappers’s generalization)

Question 7

What are Opinion Leaders?

Answer 7

Influential people that lead an opinion. Information goes from media to influencer, then from influencer to you.

Question 8

What are the 3 characteristics of an Opinion leader?

Answer 8

1. Personality - Who are you?
2. Competence/knowledge on topic - What do you know?
3. Social network - Who do you know?

Question 9

What is the perspective from the media?

Answer 9

1. Authority, you bubble (algorithm)
2. Salience - front page news is the most important
3. Journalists - control news agenda, they decide what to put on front-page
4. Power is in the repetition
5. News is a commercial corporation - Scandals sell good stories

Question 10

What is the psychological perspective?

Answer 10

Balanced + calm + control + not fond of noises = done in 3 hurdles

Question 11

What are the 3 hurdles of the psychological perspective?

Answer 11

1. Exposure/avoidance of media channels (seeing the news)
2. Perception/selection of content (creating an opinion)
3. Retention/memory by receiver (impact means you remember it)

Question 12

How can we get confirmation on a media message?

Answer 12

1. You see what you want to see
2. the image is consistent with prejudice and stereotype
3. Propaganda - hearing 1 part of story