Limited effects theoryPaul Lazarsfeld

How much does the media have an impact on us?

Paul Lazarsfeld – Limited Effects Theory

• The media doesn’t have theimpact we think it does

• Only a few people are actuallyopen to psychologicalmanipulation of the media

• Media is pretty powerless inshaping opinion because individuals and groups are different to one another

Two-step flow theory – info flows horizontally

• Media users divided into 3:– Gate Keepers• Screen media messages and pass

on messages that help othersshare their views

– Opinion Leaders• Pass on info to opinion followers

– Opinion Followers• Receive info from opinion leaders

Paul Lazarsfeld – Limited Effects Theory

• Media rarely influences individual decision making

• Direct propaganda comes fromothers – friends, family, colleagues, etc.

• First opinion leader influencespeople – then media is influential

• Audience as adults have already developed opinions independent from the media

• Only socially isolated people may be directly affected by media

Paul Lazarsfeld – Limited Effects Theory

• Media effects us in a limitedway because:– Individual differences– Psychology or perception– Personality characteristics

of audiences– Group membership, e.g. age, gender, class and

status, ethnicity, sexuality, disability/ability, regional identity