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
1. Exposure
Reaching the Consumer
º Traditional Media and Distribution
Exposure occurs when there is physical proximity to a stimulus that allows one or more of a person’s five senses the opportunity to be activated.
This activation happens when a stimulus meets or exceeds the lower threshold: the minimum amount of stimulus intensity necessary for sensation to occur.
Product plac
Appeals to people who has common interests
Advertisers reach to specific market by small amount of budget
The quality of magazines are higher than
any other print media
Long time warrant to exposure the ad to people
consumers
Contact
situation
Newspaper
Pros - Clarified a social classes and regions - Awareness active repetition, they can use the ad over and over
Con
exposure of physical violence incidents has more than tripled between 1993 and 2001. Similar degree of increase in psychological violence was also found, especially concentrated in the last two years. Such violence tends to occur more frequently than physical violence.
Other research indicates that media violence has now just increased in quantity; it has also grown in its degree of violence
1.Exposure(노출)
노출은 사람의 오감 중 하나 혹은 그 이상의 것이 활동하도록 물리적 근접으로 자극을 주었을 때 발생한다
본질적 의미는 사람의 존재의 영역에 진입했을 때를 말한다
노출의 중요성의 좋은 그림은 기업이 목록 자체를 변화시켜서 인터넷 검색 엔진에서 높은 보안수준을 이루는