Week 03 - Media and Consumer Theories: Overview

In this lesson we will focus on different theories  (from mass media theory, psychology, sociology) that helps to understand better the consumer In particular we will analyze: Hypodermic Needle Theory, Two-steps Flow Theory, The Hidden Persuaders, Cognitive Dissonance, Social Learning, Theory of Reasoned Action, Agenda Setting, Cultivation Theory, Spiral of Silence, Uses and Gratifications Approach, Third Person Effect, and Elaboration-Likelihood Model.

All these theories have been traditionally developed thinking about traditional media and how they effect the consumers, we will explore how it is possible and important reevaluating and updating those theories in the new media environment.