1. Chapter 16
Continued

2. People’s Choice 1940 Presidential Election FDR vs Wendell Wilkie
Lazarsfeld, Berelson, Gaudet
Erie County, Ohio
3,000 interviewed/5 groups of 600
1 randomly selected MAIN panel
Other were control panels

3. People’s Choice MAIN panel interviewed numerous times
CONTROL panels only once
RESULTS:
Using category memberships, voting intentions and actual voting behavior were predictable
Media part of a web of influences; others were personal characteristics, social category, families, friends, other associates

4. People’s Choice Media DID NOT always have an effect
When it does, one of 3 kinds of influences:
Activation—process of getting people to do what they are predisposed to do
Reinforcement—media strengthened voters’ intentions (over 50% of study)
Conversion--rare

5. People’s Choice
Major conclusion: media has selective and limited influence
Serendipity
Two step flow of communication
People chose contemporaries and they interpreted the media messages and then in turn influenced them
Outcome: Limited Influence Theory

6. Limited Influence Theory
The media do not have powerful effects, but only minimal influences that are modified by other factors (such as individual differences, social categories, and social relationships) that significantly limit those influences

7. Studies of Children’s TV Viewing (way too many)
Led to Uses and Gratifications theory
Many hours a day and rising
Used for fantasy; original studies said no truly dramatic problems from this
Profile for more use: 1)poor 2)grades 6-8 3)less intelligent
Second Surgeon General report revealed link between viewing violence and aggression

8. Uses and Gratifications Theory
The audience was found to be active and not passive in selecting media content for personal uses and gratifications.
Choices are made on the basis of individual needs, interests, values based on all aspects of socialization.
Socialization will predispose the person to select certain media they will use for diversion or entertainment or problem solving.

9. The Bottom Line
We progressed from Magic Bullet to Selected and Limited Influence to Uses and Gratifications.
All of this led to: The mass media are quite limited in their influences in people who select and attend to any particular message.
If this happened with movies and TV, imagine the future of the Internet studies!