Paul Lazarsfeld limited effects theory

Media AS level theory

1. Limited effects theory Paul Lazarsfeld

2. How much does the media have an impact on us?

3. Paul Lazarsfeld – Limited Effects Theory The media doesn’t have the impact we think it does Only a few people are actually open to psychological manipulation of the media Media is pretty powerless in shaping opinion because individuals and groups are different to one another

4. Two-step flow theory – info flows horizontally Media users divided into 3: Gate Keepers Screen media messages and pass on messages that help others share their views Opinion Leaders Pass on info to opinion followers Opinion Followers Receive info from opinion leaders

5. Paul Lazarsfeld – Limited Effects Theory Media rarely influences individual decision making Direct propaganda comes from others – friends, family, colleagues, etc. First opinion leader influences people – then media is influential Audience as adults have already developed opinions independent from the media Only socially isolated people may be directly affected by media

6. Paul Lazarsfeld – Limited Effects Theory Media effects us in a limited way because: Individual differences Psychology or perception Personality characteristics of audiences Group membership, e.g. age, gender, class and status, ethnicity, sexuality, disability/ability, regional identity