Advertising Discourse Analysis

4128 WordsFeb 4, 201117 Pages
MASTERS Communication and Advertising Mass Media effects on individuals and society The omnipotence of mass media 2 Media influence of society and individuals 3 Empirical studies on campaigns 4 Uses and Gratifications Theory 5 Broadcasting studies (the adaptation theory) 6 Studies on socialization 6 Studies on reception 7 Studies on the ideological effects 8 Theories of technological determinism 8 Spiral of silence theory 9 Studies on the agenda setting function 9 Wrapping it up 10 Bibliography 10 In 1938, after a radio broadcast of a show called „War of the Worlds”, an Orson Welles adaptation of H.G. Wells’ famous book, in which the USA was being invaded by…show more content…
Furthermore, due to media’s comments and investigations concerning the Watergate business, President Nixon was forced to resign. In a nutshell, when information is repeated over and over again it becomes much more relevant and sticks in the individual’s unconscious. Therefore if the same information is released by all media and communication means, the cumulated minimal effects may give rise to relevant changes. However, such a result is not always possible for it depends on the different levels of involvement of the individuals in society. A media message will bearly change the point of view of an isolated individual and with some exceptions will never create considerable dislocations. Furthermore, a viewer witnessing a debate between two or more politicians on TV will probably not be affected by it. Such radical changes are rare in this sense[4]. In spite of that, forestalling the political debate by journalists or other such individuals may influence the way public opinion acts; in that case it is no longer an individual phenomenon, but a collective one, on a very different scale. Student or farmer’s demonstrations, for example, have turned into a very special topic for journalists, ever since television has been starting
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