1. 1 5-Ws Theory of Media Effects Hypodermic Needle 2-Step Flow Theory

2. 2 What mediates media effects? Reinforcement Primary Relationships Selectivity

3. 3 Take a presidential campaign Examine all the local news coverage (News Agenda) Compare it to what people are saying is important in the campaign (Public Agenda) Agenda Setting "Here may lie the most important effect of mass communication, its ability to mentally order and organize our world for us. In short, the mass media may not be successful in telling us what to think, but they are stunningly successful in telling us what to think about.” — Shaw & McCombs, 1977

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6. 6 Why does this happen?

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