The idea that mass communication ordinarily does not serve as a necessary and sufficient cause of audience effects,but rather functions among and through a nexus (web)of mediating factors and influences,is the basis of Joseph Klapper's _____________ theory.
A) two-step flow
B) dissonance
C) magic bullet
D) reinforcement

Question

Quizplus · Accepted Answer

Joseph Klapper's theory of reinforcement posits that mass communication is not a direct cause of audience effects but instead reinforces existing attitudes, beliefs, and behaviors of the audience. It operates through a nexus of mediating factors, such as family, friends, and social institutions, that shape the way individuals interpret and respond to media messages. The two-step flow and magic bullet theories suggest that mass communication has a direct and powerful influence on audiences, while the dissonance theory suggests that media messages that conflict with an individual's beliefs or values can lead to psychological discomfort and a change in attitudes or behaviors.

The Idea That Mass Communication Ordinarily Does Not Serve as a Necessary