Fall Semester 2020
Theories of Communications MCM511
Assignment No 01
Total Marks 15
Due Date 29th November 2020
MCM511 Assignment Solution Fall Semester 2020-Virtual University
Question
What is a paradigm shift? Explain the paradigm shift between two mass communication theories i.e. Magic Bullet Theory and Two step flow theory.
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Solution
Paradigm Shift
The term Paradigm Shift
refers to the situation or scenario that Pinpoint the fundamental changes in
the basic concepts and practices carried out by the community.
Thomas Kuhn, an American
Physicist and Philosopher, has introduced this concept. He restricted the use
of the terms only on natural sciences but later it has been applied on numerous
non-scientific contexts to explain the profound changes in a fundamental theory
or perception of the event.
Paradigm
Shift and Two-Step Flow Theory
Lazarsfeld
and his research institute at Colombia University is being considered the
pioneer of “Two-Step Flow Theory of Mass
Communication”. He has the notion
that interpersonal communication was an important influential factor in certain
Mass media effects.
He studied 1940
election campaign-between Roosevelt against Republican Wendell Willkie. During the research, he was observed that people were not converted into votes through
media effects rather they were converted often by divide loyalties and under
the pressure of certain groups. He
identified the people who instead of converting people, these people collect
information and use this information wisely and widely to build up advice
through media effects to get desired results.
The term used by
Lazarsfeld for these individuals is “opinion
leader”. The second class that
turned into opinion leaders as advice was labeled as opinion followers. The people, opinion followers, influenced by the
interpersonal contacts in the beginning rather than other Medias such as
newspapers, magazines, or on the radio.
This finding led to the
establishment of a Two-Step Flow Model of Mass Communication. This theory says
that effects are being perceived as modified via interpersonal communication
about those media messages. Further, he disclosed that opinion leaders are
available at all level of communities and societies and their flow of influence
tend to move horizontal, not vertical-meaning that they have the capacity to
influence the people of the same category not above or not below.
Difference between Opinion Leaders and Opinion Followers
Opinion leaders have differed from opinion followers regarding many personal attributes like:
- ·
More Gorgeous
- ·
Media addiction
- ·
Socially more active
- ·
And shared the same social status.
Magic Bullet Theory
The magic bullet theory
covers the power of media as a medium for spreading messages and propaganda. The
other labels use for this theory are the Hypodermic Needle model,
Hypodermic-Syringe Model, and transmission-belt model. This theory does not
base on any empirical evidence/observations/findings.
This theory suggests that
making up the minds of the audience by communicating messages via media platforms
such as newspapers, magazines, radio, etc in order to achieve a specific goal or
objective. This theory says that the media messages act like a bullet that hit
directly the “heads” of the audience or viewers. The theory was originally
presented in the 1930s as part of behaviorism.
History
Germany had used this
theory as a weapon by making up many films to inculcate the perception among the
minds of the Germans that our army continuously defeating its enemies.
The same theory has been
applied by the USA during the period of the cold war with Russia by picturizing films
that were portrait Russia as an enemy of humanity and the USA as a friend of humanity by
targeting not only Americans but also the whole world.
Watch the video to understand the assignment.