[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:09.37,0:00:12.53,Default,,0000,0000,0000,,I just explained that the belief in the all-powerful \Nmedia
Dialogue: 0,0:00:12.53,0:00:17.23,Default,,0000,0000,0000,,had fuelled academic research in to the topic of \Nmass communication.
Dialogue: 0,0:00:17.23,0:00:22.43,Default,,0000,0000,0000,,Although many anecdotes, like the Martian \NAttack, seemed to indicate great effects,
Dialogue: 0,0:00:22.43,0:00:28.03,Default,,0000,0000,0000,,further scientific exploration actually failed to \Nprove this hypothesis.
Dialogue: 0,0:00:28.03,0:00:33.60,Default,,0000,0000,0000,,Many researchers now argued that the effects of \Nmass communications had been overestimated.
Dialogue: 0,0:00:33.60,0:00:39.73,Default,,0000,0000,0000,,Also the idea of a passive audience that is either \Nshot or injected was also rejected.
Dialogue: 0,0:00:39.73,0:00:40.90,Default,,0000,0000,0000,,Also the idea of a passive audience that is either \Nshot or injected was also rejected.
Dialogue: 0,0:00:40.90,0:00:46.13,Default,,0000,0000,0000,,World War I and later World War II propaganda \Nwas again looked at in this light
Dialogue: 0,0:00:46.13,0:00:49.83,Default,,0000,0000,0000,,and scholars, like the influential psychologist \NCarl Hovland,
Dialogue: 0,0:00:49.83,0:00:53.17,Default,,0000,0000,0000,,found that audience members were often not \Npassive at all
Dialogue: 0,0:00:53.17,0:00:58.17,Default,,0000,0000,0000,,but quite able to select messages and block \Npersuasive attempts.
Dialogue: 0,0:00:58.17,0:01:03.80,Default,,0000,0000,0000,,Especially when they were aware a forehand \Nthat there was going to be a persuasion attempt
Dialogue: 0,0:01:03.80,0:01:06.03,Default,,0000,0000,0000,,this is the so called inoculation theory,
Dialogue: 0,0:01:06.03,0:01:07.57,Default,,0000,0000,0000,,the core premise of which is basically
Dialogue: 0,0:01:07.57,0:01:12.67,Default,,0000,0000,0000,,that a prepared audience is better able to resist \Npersuasion.
Dialogue: 0,0:01:12.67,0:01:17.23,Default,,0000,0000,0000,,Also they found that it was often difficult to prove \Nthe power of media in reality
Dialogue: 0,0:01:17.23,0:01:19.67,Default,,0000,0000,0000,,because there are too many variables in real life
Dialogue: 0,0:01:19.67,0:01:25.60,Default,,0000,0000,0000,,to reliably ascertain the effect of one specific \Nvariable like media influence.
Dialogue: 0,0:01:25.60,0:01:28.37,Default,,0000,0000,0000,,When Lazarsfeld, Berelson and Gaudet studied \Nthe effects
Dialogue: 0,0:01:28.37,0:01:31.67,Default,,0000,0000,0000,,of the Roosevelt presidential campaign of 1940,
Dialogue: 0,0:01:31.67,0:01:35.50,Default,,0000,0000,0000,,they found that people were not swayed by the \Ncampaign efforts.
Dialogue: 0,0:01:35.50,0:01:36.73,Default,,0000,0000,0000,,There was some influence
Dialogue: 0,0:01:36.73,0:01:40.43,Default,,0000,0000,0000,,but this had more to do with reinforcement of a \Nposition someone already had
Dialogue: 0,0:01:40.43,0:01:43.73,Default,,0000,0000,0000,,than with actual change.
Dialogue: 0,0:01:43.73,0:01:47.80,Default,,0000,0000,0000,,Another element of the magic bullet theory was \Ndebunked by this.
Dialogue: 0,0:01:47.80,0:01:52.80,Default,,0000,0000,0000,,Also the researchers found that people were in \Nfact influenced quite a lot,
Dialogue: 0,0:01:52.80,0:01:56.97,Default,,0000,0000,0000,,not by the media but by so called opinion \Nleaders.
Dialogue: 0,0:01:56.97,0:02:00.93,Default,,0000,0000,0000,,Opinion leaders are those who influence and \Ninform the people around them.
Dialogue: 0,0:02:00.93,0:02:03.100,Default,,0000,0000,0000,,Typically opinion leaders expose themselves to \Nmedia
Dialogue: 0,0:02:04.00,0:02:07.50,Default,,0000,0000,0000,,in order to be informed and reinforce their \Nstandpoints with arguments.
Dialogue: 0,0:02:07.50,0:02:08.00,Default,,0000,0000,0000,,in order to be informed and reinforce their \Nstandpoints with arguments.
Dialogue: 0,0:02:08.00,0:02:14.77,Default,,0000,0000,0000,,A so called two-step flow model was proposed \Nwere people are influenced by opinion leaders.
Dialogue: 0,0:02:14.77,0:02:17.77,Default,,0000,0000,0000,,The media use of these opinion leaders was of \Ncourse very different
Dialogue: 0,0:02:17.77,0:02:20.97,Default,,0000,0000,0000,,than the old powerful media model would \Nsuggest.
Dialogue: 0,0:02:20.97,0:02:24.43,Default,,0000,0000,0000,,They actively sought out media they wanted to \Nuse,
Dialogue: 0,0:02:24.43,0:02:29.03,Default,,0000,0000,0000,,made selections based on their own opinions, \Nwants and needs.
Dialogue: 0,0:02:29.03,0:02:34.23,Default,,0000,0000,0000,,So basically they are quite powerful and not \Neasily manipulated at all.
Dialogue: 0,0:02:34.23,0:02:36.30,Default,,0000,0000,0000,,The powerful media paradigm was discarded
Dialogue: 0,0:02:36.30,0:02:41.30,Default,,0000,0000,0000,,and scholars like Lazarsfeld proposed a \N‘minimal effects’ theory instead.
Dialogue: 0,0:02:41.30,0:02:44.73,Default,,0000,0000,0000,,Media are only one of many variables in a \Nsituation,
Dialogue: 0,0:02:44.73,0:02:48.37,Default,,0000,0000,0000,,and often not the most influential one by far.
Dialogue: 0,0:02:48.37,0:02:51.57,Default,,0000,0000,0000,,People are more likely to be persuaded through \Nsocial means
Dialogue: 0,0:02:51.57,0:02:56.17,Default,,0000,0000,0000,,and therefore media use and influence should be \Nstudied from this perspective.
Dialogue: 0,0:02:56.17,0:02:58.67,Default,,0000,0000,0000,,Not viewing the audience as uniform and passive
Dialogue: 0,0:02:58.67,0:03:02.07,Default,,0000,0000,0000,,but in fact taking into consideration audience \Nfactors,
Dialogue: 0,0:03:02.07,0:03:07.37,Default,,0000,0000,0000,,seeing that effects can differ from person to \Nperson and group to group.
Dialogue: 0,0:03:07.37,0:03:12.40,Default,,0000,0000,0000,,This approach can be characterized by a \Nfamous quote from Berelson
Dialogue: 0,0:03:12.40,0:03:15.67,Default,,0000,0000,0000,,"Some kinds of communication, on some kinds \Nof issues,
Dialogue: 0,0:03:15.67,0:03:18.03,Default,,0000,0000,0000,,brought to the attention of some kinds of people,
Dialogue: 0,0:03:18.03,0:03:23.20,Default,,0000,0000,0000,,under some kinds of conditions, have some \Nkinds of effects."
Dialogue: 0,0:03:23.20,0:03:27.27,Default,,0000,0000,0000,,Although the minimal effects paradigm was \Nbecoming more popular,
Dialogue: 0,0:03:27.27,0:03:32.90,Default,,0000,0000,0000,,two things happened that sparked a new popular \Nbelief in the powerful media idea.
Dialogue: 0,0:03:32.90,0:03:36.93,Default,,0000,0000,0000,,Firstly we gradually learned more and more \Nabout the Holocaust
Dialogue: 0,0:03:36.93,0:03:40.60,Default,,0000,0000,0000,,and the world needed theories that explained \Nhow this horror could have happened
Dialogue: 0,0:03:40.60,0:03:44.77,Default,,0000,0000,0000,,and why so many had kept silent during the \Nreign of Hitler.
Dialogue: 0,0:03:44.77,0:03:48.77,Default,,0000,0000,0000,,Secondly a new mass medium quickly rose to \Nprominence,
Dialogue: 0,0:03:48.77,0:03:52.83,Default,,0000,0000,0000,,drastically changing the media landscape and \Npeople’s daily lives.
Dialogue: 0,0:03:52.83,0:03:54.10,Default,,0000,0000,0000,,Television.