Blog 2 - Media Persuasion (Two-Step Flow)

During our communications concepts two we looked at certain persuasion techniques in the media. Different theories and models have surfaced and I found a lot of these particularly interesting.  One of which I thought to be a substantially influential method called the two-step flow of communication (Sparks G.G., 2012). I thought it was influential for its time, which was mainly around the Second World War period as it involved a political leader manipulating the minds of the general public and working class.

In its basic terms, Two-Step flow is the relay of a message o a leader of power (Sparks G.G., 2012), then in its second step that message is conveys through a mass media outlet such as radio or television to the mass audience whom do not have access to mass media outlets. This is also effective and takes place in modern day elections, except nowadays the mass media outlet is still radio and TV but also the Internet (Sparks G.G., 2012). 

Two-Step flow has been likened too the magic bullet theory which will be discussed and evaluated in the next blog. Returning to Two-step flow theory it was first coined in 1955 by a sociologist named Paul Lazarsfield. Lazarsfield was particularly interested in the direct effect of this media technique. He stated that, even though it shared likeness, it had a key difference regarding the magic bullet theory (Weimann G., 1994). The difference was that instead of a mediated text or programming, Two-Step Flow was directly a result of human agency (Weimann G.,1994). It was used to give credibility to an opinion leader and gain the respect of their followers (Weimann G., 1994).

References

Sparks G.G., 2012, Media Effects Research: A Basic Overview,  U.S: California, Wadsworth Publishing.

Weimann G., 1994, The Influentials: People Who Influence People, U.S: New York, State University of New York.

Blog 1 - Reflective Writing (Gibbs)

The following blogs contain reflective analysis on the current studies I have undertaken in my media course. More specifically, researching theories and concepts that directly relate to the module ‘Communication Concepts Two’

During our PPD2 session we discussed and evaluated different methods of learning. I found one of these particularly interesting, it was called Gibbs Reflective cycle (Jasper M., 2003). I endeavored to use this in my approach to my research, and my overall learning. To do so I thought it best to research the origins and components of this learning method.

The origins of this reflective theory start with a man called Graham Gibbs in 1988. It achieved seminal theory status in reflective practice (Jasper M., 2003). In the past 15 years it is safe to say that his work has been referred, cited or referenced in most pieces of work relating to the subject (Jasper M., 2003). By asking a series of cue questions one can cycle through the six stages. The questions and stages of Gibbs Reflective cycle are as follows:

1) Description

2) Feelings

3) Evaluation

4) Analysis

5) Conclusion

6) Action Plan

Reflective writing included various key elements (Quinn F.M., 2000). There is a wide range that can be considered reflective analytical writing such as portfolios, journals, diaries and personal letters etc. Included in the brief I was assigned to include a portfolio of research for my Communication Concepts Two. The main reason for a portfolio, or an type of reflective writing, is to create a permanent record that can be referred to at a later date (Quinn F.M., 2000).

References

Jasper M., 2003, Beginning Reflective Practice, United Kingdom: Cheltenham, Nelson Thomas, Ltd.

Quinn F.M., 2000, The Principles and Practice of Nurse Education, United Kingdom: Cheltenham, Nelson Thornes, Ltd.