Jaden Marriott ¦ A2 Portfolio ¦ 2017/18

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Evaluation Question 4

April 27, 2018

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How did you use media technologies in the construction and research, planning and evaluation stages?

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Two Step Flow Theory - Paul Lazarsfeld

Two Step Flow is about how key/influential people in media can affect other people, it was discovered by Paul Lazarsfeld in a classic voting poll in New York in 1940. It explains how people such as YouTubers or movie reviewers can act as 'gatekeepers' for what people see or know about in media. Also how media (such as a film) doesn't just go from producer to consumer. It goes through people that're in the middle first. This idea of a 'Gatekeeper' is similar to people in democracy and media, people such as Rupert Murdoch are much higher up and more powerful than YouTubers or online reviewers So, for example, a film could be released, and sent to a reviewer (or reviewed by another person independently) and what they say about the film -positive or negative- can affect how their viewers/fans respond to the film.

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Evaluation Question 4

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