Chap 5 P3: Information Processing Theory + "The Knowledge Gap"
b) Knowledge Gap
a) Information Processing Theory: McGuire (1968)
Attitude changes involves 6 stages.
6 Stages:
3) The receiver will comprehend（理解） the message.
4) The receiver yields to and is convinced by the arguments presented.
2) The receiver will attend to the message.
5) The newly adopted position is retained.
1) The persuasive messages must be communicated.
6) The desired behavior takes place.
The infusion （灌输） of mass media information into a social system.
5 reason for "The Knowledge Gap"
Increase access to mass media will increase the gap between those who have access and those do not.
Knowledge is not distributed equally throughout the society.
3) Differences in relevant social contact.
4) Selective Expossure
2) Differences in amount of stored information.
5) Mass media Preferences (Media Target Markets)
1) Differences in Communication Skills and Social-economic status.
As a person receives more education, communication skill increases, information gathering will be much easier.
Exposure , similar / related experience.
More education = More social integration （社会融合）
Educated person knows how to make use of medium, and able to be aware about current issue.
People who have access to mass media are the priority to gets info using mass media.
Reading, understanding, memory skills increase = Able to understand the issue better.
Able to understand public issues better.