October 2024
Beginner to intermediate
716 pages
28h 45m
English
Content preview from Entertainment Media and Communication
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Section 1: Retrospectives and Foundations
Chapter 1 Media Effects Paradigms: Was There Ever a Magic Bullet?
Julia Kneer
Ruud S. Jacobs
Bartosz G. Żerebecki
Abstract
Media effects theories are often reduced to simplistic formulations such as “Magic Bullet” or “Hypodermic Needle.” While the images seem powerful, the alleged theoretical explanations within this paradigm are highly questionable. In this chapter, we take a critical look at magic bullet theory by examining different theoretical frameworks that were proposed throughout the 20th century and that related to media influencing audiences. Specifically, we consider changing media landscapes, selective exposure, two-step-flow model, cultivation, uses and gratification model, ...
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