Influence of Presumed Influence
A 17-page research paper explores the indirect influences of mass communication, examining a theoretical model - the indirect effects model, or influence of presumed influence approach - which proposes that an unintended audience of a campaign or communication may (1) perceive some effect of a message on others, and then (2) react to that perception by changing their own attitudes or behaviours.
In short, the hypothesis is that these indirect effects may constitute powerful and important mass media impacts/influences.
Source: Influence of Presumed Influence, Journal of Communication, 2003, Volume 53, Number 2, pp. 199-215.
To read the full article, go to: comminit.com
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| Issues | Media, Politics/Government |
| Homepage | www.comminit.com |
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Posted on June 8, 2006 in News Elsewhere by outreach
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