Bullet theory
Behaviorist psychology
Instant, direct, and uniform effects
The members of audience are Powerless
(S-R model)
Selective influence theory
Two-step flow
Mediaeffects
on attitude change in a political context
Selective use of the media
- Selective exposure, perception, and retention
Agenda
media.
Traffic information is broadcast using wire and wireless telephone network, wire and wireless Internet, and other wireless data networks. Traffic Information System has to accept these characteristics of transmitting media, so traffic information data should be managed.
Regional Traffic Information System controlled by each local broadcasting company gathers traffic state data from
Target in Media Mix
20 ~ 30대 남자 직장인
제품에 대한 충성도 형성 이전 단계
면도기에 고관여 스타일
자기 스타일 관리에 관심이 많음
자신을 위한 투자를 아끼지 않음
좋은 정보 공유와 유포에 책임감을
가지고 있음
여론을 형성하고 이끌어나가는 20대-30대 직장인을 Main Target으로 하여
M
What is SNS?service or program
which
enables make & form
personal relationship
in cyber-space
중략
Good effects of SNS AS MEDIA
Influence on political issues
Diversification of marketing methods
Rapid conveyance of information
bad effects of SNS AS MEDIA
False information
Public opinion formed by minority
Emotional means of communication
What is SNS?service or program
which
enables make & form
personal relationship
in cyber-space
Good effects of SNS AS MEDIA
Influence on political issues
Diversification of marketing methods
Rapid conveyance of information
2. Traffic information shouldn’t be used exclusively by a particular person or
organization
Traffic information shouldn’t be used exclusively by a
particular person or organization
Telematics
A wireless communications system designed for the collection and dissemination of information that particularly refers to vehicle-based electronic systems
media serves as mirror that reflects public's image and this role of visual media leads to producing discussions on body images by making paradigms and spreading information
The effect of mass media that reproduces women's inequal social status is enormous. Before the shift of Capitalism, factors like customs, social rules, laws and religions etc. greatly contributed to produce and reproduce
Third-person effect (3PE)
Davison (1983)
People tend to overestimate effects of media on others while underestimating effects on themselves.
“It’s greatest impact will not be on “me” or “you”, but on them—the third-persons.”
3PE Components
Perceptual Component
People assume that communications influence others more than the self (3PP)
Behavioral Component
Peo
Noelle-Neumann(1974), Communication scholar in Germ- any, presented this theory which is one of the powerful effects theories about mass communication effect
Mass media spread certain contents to people and are powerful to make them dominant public opinion
She analyzed the meaning of public opinion and character of individuals in society.
Period [A] (~4/29) : Before the report of ‘PD수