MEST 4 Task 2: Strategic sport communications

Quotes:

"This pioneering work theorized that although the mass media may not have the power to tell the audience what to think (as noted by the hypodermic needle model) the mass media do have the power to tell the audience what to think about"

"This process relates to the two-step flow theory and the concept of diffusion of information, which take into account that audiences often acquire mass media messages from personal contacts. Because of the overload of information and mass media messages, information is often spread(diffused) through opinion leaders or other personal contacts. When sports enthusiasts are unable to watch several sporting events occurring on the same evening, they will often rely on their friends and family to provide information on what they might have missed."

"According to George Gerbner's research on cultivation theory, television audience members view the world as more violent than non viewers because of the amount of violence on television they watch. Thus, those who watch the broadcast of brawls in hockey, the Ultimate Fighter Championship and other violent sporting activities view the world as more violent than those who do not watch them"