Magic Bullet Theory: The Theory Of Magic Bullet Theory
The theory of Magic bullet concept will be examined in this research paper. This theory is an old media communication emerge since 1930 's, which is recently challenged based on its relevance and scholar’s opinion along with the critics, assumptions, and application of Magic Bullet theory which as well as known as “hypodermic Needle”. The Media Effect by Consent is a communication model proposed by Dr. Muhammad Kabir Yusuf who is the Senior Lecturer, Department of Mass Communication and Dr. Abdullahi Liman who is Associate Professor in Department of Political Science at Nasarawa State University, Keffi, Nigeria in a 2011 publication. This model suggests that many models of communication especially those originate from media effect theories are insufficient. The model argues results ignoring an important aspect of media effect or influence on the audience .Dr. Yusuf found that the audiences are intelligent at the subconscious level and developed a defense mechanism even before their engagement with the media content. The audience is not passive audience as they consciously choose the media content that they want to accept unlike what hypodermic needle theory have proposed. There is experiment conducted by NileSat that is one of Egyptian communication company which is the scientific base of The Media Effect by Consent model on 2009 fieldwork.The experiment use Sudanese TV programs through NileSat and examine their effects on northern Nigeria audience. The programs of
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Limited Effect Theory Of Mass Communication
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Influence Of Media On Society
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Statement Of Purpose For Artificial Intelligence
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Uses And Gratification Theory: Literature Review And Critical Theory
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Essay On Freedom Of Media
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The Negative Impacts Of Mass Media
1070 Words | 5 PagesAs what was mentioned on the three paragraphs above, researches have shown that television changes people’s behavior and how it able to propagandized the society through advertisements. Just like the television, the social media poses negative threats to the society such as cyber-bulling and how it shapes ones idea to have suicidal thoughts and making them believe that suicide is the only way to resolve problems. The radio also plays an important role in shaping the people’s idea. As radios don’t have visual contents, it all depends on how attentive the people are towards the radio as the lack of attentiveness may lead to the wrong information and audience may have different views or ideas about certain things. The researches given in this essay are evidence to show that mass media plays an important role in people’s life and how it able shapes the people’s idea.
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