Hyperdermic needle theory created which was not very effective.
Marketing product rather then music video
Acknowledges complex processess of communication.
Influenced by people rather then elite
opinion leader -passess on to individuals
Twitter-diffuse layer of opinion leaders- more corrected and more exposed to media then followers
Kony 2012- sidestep media talk to people directly
Close attention to topics
Strengths
Audience are active - part of society
Weaknesses
More than two steps in flow of communication.
Lazarsfeld et al conducted first full scale investigation of effects of political mass communication.
Audiences did not respond to campaign as such but were more influenced by a person they knew or an opinion leader. Conception of a 'mass audience' was inadequate and misguided due to individuals having opinions towards a message.
Social influences had more of an effect, react to people we trust and know
5% changed voting behaviour as a result of media messages
message-understanding-opinion-respond
To allow my music video to relate to this theory I would have to find people who are quite influencial such as a celebritiy or someone who is quite high in social media to promote my music video and ancillary texts to others. By doing this, my product would get out to a mass audience rather then to only people I know. For this I could use social networking sites such as twitter and facebook to promote my product.
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