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Essay Available:
Pages:
1 page/≈275 words
Sources:
3 Sources
Style:
APA
Subject:
Communications & Media
Type:
Case Study
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 4.46
Topic:

The Media is a Powerful Persuasion Tool

Case Study Instructions:

1.In what ways can a deep understanding of flow theory help media consumers be savvier?
2. In what ways can a deep understanding of flow theory benefit the work of public relations practitioners?
Resources:
*Obada, D.R. (2019). Sharing fake news about brands on social media: A new conceptual model based on flow theory. Argumentum, 17(2), 144-166. The research highlighted in this article uses flow theory as a framework to understand the dissemination of fake news about brands.
(https://philpapers-org(dot)proxy1(dot)library(dot)jhu(dot)edu/rec/OBASFN)
*Newsom, V.A., Lengel, L., & Cassara, C. (2011). Local knowledge and the revolutions: A framework for social media information flow. International Journal of Communication, 5, 1303-1312. Specialized, localized, cultural knowledge can be critical to cultural revolution. The researchers in this study examined how the flow of this knowledge is imperative to combating notions that democracy lacks viability in the Middle East and North Africa. (https://ijoc(dot)org/index.php/ijoc/article/view/1245)
*Archetti, C. (2008). News coverage of 9/11 and the demise of the media flows, globalization and localization hypotheses. The International Communication Gazette 70(6): 463-485. Comparing elite press framing of 9/11 in the US, Italy, France and Pakistan, this study explores previous claims about international news flow and news homogenization.(https://journals-sagepub-com(dot)proxy1(dot)library(dot)jhu(dot)edu/doi/10.1177/1748048508096143)

Case Study Sample Content Preview:

The Media is a Powerful Persuasion Tool
The media is a powerful persuasion tool. Different media share messages that greatly impact their audience, who are more likely to believe the message even if it is not factual. The two-step flow theory is a crucial communication theory that influencers, marketers, and advertisers adopt. It argues that the media does not directly affect all of its audience. Instead, it is mediated by the opinion leaders in the society, who absorb the message and pass it to their next social group (Archetti, 2008). Understanding this theory in detail helps media consumers savvier in various ways. First, the theory helps media consumers to be independent and judge various messages before believing their contents. For example, a certain political figure can endorse a certain message but would only do that if they benefit them or their followers. Therefore, the flow theory helps consumers of such messages not to accept them blindly. Secondly, a deeper understanding of the flow theory is crucial in helping media consumers to sieve information from opinion leaders and always be more judg...
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