Data/hora: 23/06/2024 23:21:20

Biblioteca(s): | Embrapa Unidades Centrais.
Data corrente: | 23/09/1997
Data da última atualização: | 12/12/2007
Autoria: | SILVA, R. C.
Afiliação: | Gabinete.
Título: | The agreements model for mass communication and public opinion: an integrating paper.
Ano de publicação: | 1985
Fonte/Imprenta: | 1985 .
Páginas: | 64 p.
Idioma: | Inglês
Notas: | Dissertação (Mestrado)- University of Minnesota,  Minnesota.
Conteúdo: | This paper proposes a new framework to explainpublic opinion formation and change processes. The framework is based in a more comprehensive description of the human communication phenomenon (e.g. the punctuation" theory) and on the motivation theory. It denies the validity for the simple cause-effect research model to fully explain the media-individual relationship, as it assigns to media or to individual permanent roles either as cause/actors or effect/reactors. It argues that relationship is better described when one considers the exchange of roles between its participants determined by situational contexts. This new model called Theory of Agreements Model argues that the implied definition of roles (actor, reactor) and changes of opinion will occur when and  only when the participantes perceive the proposed new roles and opinions (that they expect to be fairly accomplishable) as instrumental to fulfill some of their highly valued goals. Therefore, the model denies the view of the communication/public opinion process as if played by a powerful media and a passive audience.
Palavras-Chave: | Comunicação social; Method; Social communication.
Thesagro: | Método.
Categoria do assunto: | --
Registro original: | Embrapa Unidades Centrais (AI-SEDE)
Exemplares: | AI-SEDE - (14870-1) - UPC - TS - -- - 85/015 - SIL - 1985.00015 - DIS