Discussion in class today centered around the power and limitations of the three models of media discussed last Wednesday. To refresh:
- The hypodermic model - unadulterated from sender to receiver. Straight shot.
- The two-step model - information packaged as a message travels to the receiver through a trusted Opinion Leader (OL). Note: receivers may internalize the OL.
- The spaghetti/Los Angeles Freeway model - anticipates an environment in which everyone is influencing and being influenced. Note: this model reduces the importance placed on traditional demographics. Catholics don't all get their opinions from the Pope.
The media cannot tell you what to think, but they can tell you what to think about. This is agenda-setting, and it is terribly common. An issue can also be framed, or presented in such a way as to influence opinion.
Necessary/Sufficient:
An example exercise in the difference between necessary (a factor) and sufficient (the "true cause").
Question: Why don't I feel well?
Necessary Answers: You don't exercise. You have bad genes. You eat poorly. You don't sleep enough. You don't wash your hands. You work with kids. You have a tapeworm.
Sufficient Answer: Voodoo.
What I'm wondering:
- Who has the power in the spaghetti model? Can anyone truly set an agenda?
- What is the obligation of media during a human rights crisis? (ie, Tiananmen Square)
Course to Date (CtD): 98.6 degrees. Let's go. I'm ready.
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