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Week 4: Public opinion (spiral of silence (mass media accelerate muting of…
Week 4: Public opinion
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knowledge gap hypothesis
people with a higher socioeconomic status are more likely to acquire and comprehend information better than people with a lower socioeconomic status
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two step flow hypothesis
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media doesn't influence public, opinion leaders do
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five hypothesis
Most people are not directly exposed to the mass media, but informed via interpersonal communication (opinion leaders).
Opinion leaders are more often exposed to mass media and engaged in active communication compared to the general public).
Opinion leaders not only inform the followers, but also transmit the content of the mass media to them.
Public are not only informed, but also influenced by opinion leaders (i.e., changes in opinions or behaviors).
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