Media AS level theory

1. Limited effects theory
Paul Lazarsfeld

2. How much does the media have
an impact on us?

3. Paul Lazarsfeld – Limited Effects Theory
• The media doesn’t have the
impact we think it does
• Only a few people are actually
open to psychological
manipulation of the media
• Media is pretty powerless in
shaping opinion because individuals and
groups are different to one another

4. Two-step flow theory – info flows horizontally
• Media users divided into 3:
– Gate Keepers
• Screen media messages and pass
on messages that help others
share their views
– Opinion Leaders
• Pass on info to opinion followers
– Opinion Followers
• Receive info from opinion leaders

5. Paul Lazarsfeld – Limited Effects Theory
• Media rarely influences
individual decision making
• Direct propaganda comes from
others – friends, family,
colleagues, etc.
• First opinion leader influences
people – then media is influential
• Audience as adults have already
developed opinions independent from the media
• Only socially isolated people may be directly
affected by media

6. Paul Lazarsfeld – Limited Effects Theory
• Media effects us in a limited
way because:
– Individual differences
– Psychology or perception
– Personality characteristics
of audiences
– Group membership, e.g. age, gender, class and
status, ethnicity, sexuality, disability/ability,
regional identity