Attitude-Change theory
- 2015年10月10日
- 讀畢需時 1 分鐘
Definition : A stable tendency of evaluation and response to human's particular objects.
Keywords: persuade, information, circumstances.
Strengths:
Pays deep attention to process in which messagescan and can't have effects.
Provides insight into influence of individual differences and group affiliations in shaping media influence
Attention to selective processes helps clarifly how individuals process information.
Weaknesses:
Experimental manipulation of variables overestimates their power and underestimates media's.
Focuses on information in media messages not on more contenmporary sumbolic media.
Uses attitude change as only measure of effects, ignoring reinforcement and more subtle forms of media influence.
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