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Ch. 11: Mass Communication Theory. COM 4480: Communication Theory April 25, 2007. Mass Communication Theory. What are the top issues facing our world today? Agenda Setting McCombs and Shaw. Mass Communication Theory. Agenda Setting How is it done? Two arms of agenda setting research
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Ch. 11: Mass Communication Theory COM 4480: Communication Theory April 25, 2007
Mass Communication Theory • What are the top issues facing our world today? • Agenda Setting • McCombs and Shaw
Mass Communication Theory • Agenda Setting • How is it done? • Two arms of agenda setting research • What mediates agenda setting?
Mass Communication Theory • Agenda Setting • Criticisms • Current Research
Mass Communication Theory • Cultivation Theory • Gerbner • TV as the “great storyteller” • Two arms of Cultivation Research
Mass Communication Theory • Cultivation Theory • Heavy vs. Light viewers • Mainstreaming • Resonance
Mass Communication Theory • Cultivation Theory • Weaknesses