30 1938 . 8 , : , -, , , , . , , : , , , - , , , . , , - .
, , . , 1936 . (Albert Hadley Cantril, 19061969) (Frank Stenton, . 1908) (Princeton Radio Research Project), : 1 . , , , , , .
.
1970- 2. ,
' Cantril H., Gaudet H., Herzog H. The Invasion from Mars: A Study in the Psychology of Panic. Princeton; N. Y.: Princeton University Press, 1940.
2 Cohen S. Folk Devils and Moral Panics: The Creation of the Mods and Rockers. L.: Paladin, 1972 (2nd ed. - Oxford: Blackwell Publishers, 1980).
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1 Cohen S. Folk Devils and Moral Panics: The Creation of the Mods and Rockers. L.: Paladin, 1972. P. 9.
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1951 . . . , , . , . . - , . : , , .. , .
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1 Berelson . Communication and Public Opinion. Urbana, 1948. P. 500.
2 Festinger L. A Theory of Cognitive Dissonance. Evanston: Row, 1957 ( .
.: . . .: , 2000).
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271.
2 FestingerL., Maccoby N. On Resistance to Persuasive Communication/Journal
Abnormal and Social Psychology, 1964. Vol. 68. N 4.
3 Bauer R. The Obstinate Audience // E. Mollander (ed.). Current Perspectives
in Social Psychology. L.: 1967.
6. ,
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6.2.3
,
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. 1970 . . , . . (knowledge gaps), 3, - . , , - ,
1 W. Public Opinion. N. Y., 1922 ( . .: .
. .: , 2004. . 50).
2 KlapperJ. The Effects of Mass Communication. N. Y: Free Press, 1960. P. 8.
3 TichenorP.J., Donahue G.A., Olien C.N. Mass Media and the Differential Growth
in Knowledge // Public Opinion Quarterly, 1970, N 34. P. 158-170.
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1 Donahue G.A., Tichenor P.J., Olien C.N. Mass Media and the Knowledge Gap // Communication Research, 1975, N 2. P. 323.
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1 Nowak . From Informational Gaps to Communication Potential / M. Berg et
al. (eds.) / Current Theories in Scandinavian Mass Communication. Grenaa, Denmark:
GMT, 1977. P. 230-258.
2 Robinson J.P. Mass Communication and Information Diffusion / F.G. Kline,
P.J. Tichenor (eds.). Current Perspectives in Mass Communication Research. Beverly
Hills, CA: Sage, 1972. P. 71-93.
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1 Robinson J. P., Levy M. The Main Source. Beverly Hills, CA: Sage, 1986.
2 Gaziano, Forecast 2000: Widening Knowledge Gaps//Journalism and Mass
Communication Quarterly. Vol. 74. N 2, 1997, pp. 237-264.
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, (taste culture) , , , 2. -, , , , , - , (taste public).
' Laiarsfetd P.K, Stanton F. Radio Research 1942-3. N. Y.: Duett, Sloan and Pearce, 1944; Iidem. Communication Research 1948-9. N. Y.: Harper and Row, 1949.
2 Gans H. The Creator-Audience Relationship in the Mass Media / B. Rosenberg, D.M. White (eds.). Mass Culture. N. Y.l Free Press, 1957. P. 315324.
6.2. -
, : , , , ; , , -; , (, , ), ; , , ; , ; (heavy viewers), 45 . . , , .
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1 KatzE., BlumerJ.G., Gurevitch, . Utilization of Mass Communication by the Individual / E. Katz, J.G. Blumer (eds.) / The Uses of Mass Communication. Beverly Hills, CA: Sage, 1974. P. 20.
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