Bullet theory
Behaviorist psychology
Instant, direct, and uniform effects
The members of audience are Powerless
(S-R model)
Selective influence theory
Two-step flow
Media effects
on attitude change in a political context
Selective use of the media
- Selective exposure, perception, and retention
Agenda
media dominating social communications. The problem is that women's body images revealed by mass media is chosen by intentions of producers and these images strengthen or dby int the predominant relationships betweeital ders pitreality. Therefore mass media play a pivotal role in customizing and socializing oppressive attitudes and thoughts.
In particular in case of a modern capitalistic soc
Media importance: TV and CATV>internet>print media
1.Purpose; make turn in to the positive attitude with wifi itself from
new consumer or mnp.
2.How to do; focused on main target with major media
+
high level of GRP based on reach
Desire[2months]
7,289682,000 won
through various media.”
Media Objective
Make awareness about SMC in 1~2 periods during campaign.
Make positive attitude about SMC in 3~4 periods during campaign.
Keep effective reach(3+) 45% at least to target people during campaign.
Keep reach 80% and frequency 5 times average during spring and fall season.
Keep reach 35% and frequency 2 times average during summer and winter season.
Definition: Homosexuality
What is homosexuality?
Homosexuality is romantic or sexual attraction or behavior between members of the same sex or gender
The most common term to refer homosexual people are ‘gay’ and ‘lesbian’.
The symbol for homosexuals is rainbow.
The first known appearance of homosexual in print is found in an 1869 German pamphlet by the Austrian-born novelist