Effects of the mass media of communication

Influence Of Social Communications On Changes In Marketing Concept

“…At that time, the main aim of social communication was the development of human spiritual and creative potentials, and since then, despite the failure of Enlightenment ideas, which have not changed public consciousness for the better (Adam'yanz, 2009), social communications have invariably been accompanying human activities, mutating due to technological progress and constantly gaining new, more and more diverse forms and means. The efficiency of mass communications was studied in (Lasswell, 1948;Weiss, 1969;Schramm & Roberts, 1971;Williams, Rice, & Rogers, 1988;Wilson & Sherrell, 1993;Preiss, Gayle, Burrell, Allen, & Bryant, 2006;Neuman & Guggenheim, 2011 and others). The influence of various media and communications on mass behavior is studied in (Rogers, 1986;Webster, 1989;Wilson & Sherrell, 1993;Williams, Strover, & Grant, 1994;Shanahan & Morgan, 1999;de Vreese & Boomgaarden, 2006;Hoffman, Glynn, Huge, Sietman, & Thomson, 2007;Rahman & Saeed, 2013 and others).…”

Mass Media and Social Change

“…The usual elliptic reference implies exposure, but the absence of explicit recognition can lead to confusion between availability and what people are actually aware of, between analyses of content and the psychological import of the media experience, and between physical units of media and the media's social impact (Weiss, 1969(Weiss, , 1971 This acknowledgement leads to a fourth and critical caution. The general relationship between mass media and social change can be viewed from the perspective of the contribution of media to social change or in terms of the effects of social change on the media.…”

“…Her,!e, it is only by a conceptual leap and more than a touch of faith and hope that categories emerge for empirical and theoretical relationships. Nevertheless, general and loosely Weiss 2. drawn statements of relationship have been made and found useful in some degree, and constitute the thin understanding currently available of this societally significant topic (see Weiss, 1969Weiss, , 1971.Secondly, while discussions of the relationship tend to refer to the mass media, at whatever level of analysis, the effective concept implicitly is exposure to the media.The usual elliptic reference implies exposure, but the absence of explicit recognition can lead to confusion between availability and what people are actually aware of, between analyses of content and the psychological import of the media experience, and between physical units of media and the media's social impact (Weiss, 1969(Weiss, , 1971 This acknowledgement leads to a fourth and critical caution. The general relationship between mass media and social change can be viewed from the perspective of the contribution of media to social change or in terms of the effects of social change on the media.…”

“…Her,!e, it is only by a conceptual leap and more than a touch of faith and hope that categories emerge for empirical and theoretical relationships. Nevertheless, general and loosely Weiss 2. drawn statements of relationship have been made and found useful in some degree, and constitute the thin understanding currently available of this societally significant topic (see Weiss, 1969Weiss, , 1971.…”

Responsiveness and communication medium in dyadic interactions

“…They are considered to be far superior to influence attempts made by telephone, letter, or any of the mass media. Arguments favoring face-to-face communication tend to fall into two classes: one emphasizes the effectiveness of a live speaker's unidirectional delivery: his ability to use speech inflections, gestures, and other nonverbal cues to transmit persuasive information to the audience; the other emphasizes his ability to participate in bidirectional interaction: to exchange information with his audience, getting feedback and commitment from them and to tailormake his arguments to them (Klapper, 1965; London, 1973;McGuire, 1969;Weiss, 1969).If delivery and presentation are important aspects of impact, media which enhance such transmittal should provide the most impact to a speaker. Relatively "live" media, such as a face-to-face encounter or TV, should be more effective than audio or written contact.…”