Quote:
Originally Posted by mhmm
Klapper*(1960) formulated several generalizations on the effects of mass media. His research findings are as follows: "Mass-media ordinarily does not serve as a necessary and sufficient cause of audience effect, but rather functions through a nexus of mediating factors and influences. These mediating factors render mass-communication as a contributory agent in a process of reinforcing the existing conditions."
I think lazarsfeld is the man who disagreed with this theory and futher took it to two step flow.
In 1938, Lazarsfeld and Herta Herzog testified the hypodermic needle theory in a radio broadcast “The War of the Worlds” (a famous comic program) by insert a news bulletin which made a widespread reaction and panic among the American Mass audience. Through this investigation he found the media messages may affect or may not affect audience.
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its not possible that Lazrsfeld is answer coz even in-depth research on invasion from mars phenomenon conclude that media has limited effect.
what answer you get about this question that who coined the term development support communication ? who is father of development communication ?