Topic: What can modern

media communication
learn from the Paul
Wilfred Chen Shiyuan
Carrie Chen Xinyu
Terence Lee
Jethro Ong
Jabin Lim

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Introduction
vDefining Key Terms

v Traditional media communication

v Broadcast and Cable TV
v Radio
v Movie
v Music studios
v Print publications like newspapers and books

v Modern media communication

v Traditional media + New Media Technology (Internet)

v Media Communication studies

v Academic field that deals with processes of communication, commonly defined
as the sharing of symbols over distances in space and time

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Paul Lazarsfeld Tradition
vTwo-Step Flow model of communication      

vNon-purposiveness

vFlexibility to counter resistance

vTrust

vPersuasion without conviction

 

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Paul Lazarsfeld Tradition
vAdministrative purposes - Research tends to
have pragmatic value or application for
existing institutional interests
vMarketing orientation to conceptualise
problems
vhelp media-related companies to find out
the size of their audiences and their
sociodemographic composition

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Understand the importance of marketing


research to
 Marketers
 Media Owners


Applications of Lazarsfeld Tradition in current



media context

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Improvements to Lazarsfeld
Traditon
 Diffusion of innovation model
 Introduced by Rogers Everett in 1962, this theory
found it’s foundations in Lazarsfeld’s Model
 Diffusion research builds itself on the Two-Step
Flow Model
 This theory involves a decision-innovation process:
◦ Knowledge
◦ Persuasion
◦ Decision
◦ Confirmation

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Limitations of Lazarsfeld
Tradition
ØOpinion leaders
 Limited to their niche
 Who defines them?
 Acts as a middle man

ØQuantitative Research
 Lacks qualitative data
 Results could be bias and skewed

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Lazarsfeld’s Theory Today
 The model is important part of marketing
research
and is valid after all this years

 Understanding attitudes and behaviors of

consumer to decide target audience

 Saves money reduce risks in long run

 The advent of new media has changed the scene

of advertising and marketing but the basis of it
has not been affected

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 THE END

Any
questions?
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