March 13, 2013 § Leave a comment
Last week’s UvA MOOC lecture was about the linear effect-oriented approach of communication, mainly developed by the media in the 20th century. Between the First World War and the popularization of television, many theories were developed to somehow explain how the “all-powerful media” constructs different realities and influences its audience. It was very interesting, for example, to see the classic example of radio broadcast “War of the Worlds” being deconstructed by theorists Paul Lazarsfeld and Herta Herzog. What used to be an example of the “bullet theory” effect (immediate, precise and short term), had to be reviewed: what was behind the panic? Media’s own exaggeration and a mix of decontextualized understandings? Those might be still current characteristics of the present media, but it’s easy to see that online, audience power has increased and became appreciated.