Active Audience Theory:
One of the strongest effects of the electronic media, especially the evening network news broadcasts, was their ability to set the agenda. Could not tell viewers what to think, but could shape what they thought about. Ex: if the nightly news led with stories about the environment, would not change opinions, but would determine that they thought the environment was a particularly important issue that day.
media tycoon/one of the wealthiest men in Italy, used his extensive media holdings to create his own political party, which he led as prime minister of the longest lasting government in postwar Italy. More a person watched TV, more likely they were to vote for Berlusconi in political elections. Connection between media power and political power. media can influence politics when it is unified in its political goals
refers to the ownership of different kinds of media by the same corporation
stimulus-response model; imagined a simple type of information that then could be (figuratively) “injected” into those who read, viewed, or used the media in question. Those who listened, read, or viewed were influenced by their exposure in clear, measurable ways whether it be intentional or not. Once the meaning of the text was determined, exposure should lead to opinion change.
idea that technology alone structures our lives. that technology has the power to CONTROL or DETERMINE our lives.
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