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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).


6. ,

, , , , ; -1.

, , , , -, . , , , .

6 2 2

 

.

1940- 1950- . . - . , . , , : , . ( . ): , , , .. , . , , 1947 . , , -

1 Cohen S. Folk Devils and Moral Panics: The Creation of the Mods and Rockers. L.: Paladin, 1972. P. 9.


6.2. -

. 2: 30% 28% , .. , , , . , , . , : , , , 1.

, , , , .

(19191989) 2.

1951 . . . , , . , . . - , . : , , .. , .

. , .

1 Berelson . Communication and Public Opinion. Urbana, 1948. P. 500.

2 Festinger L. A Theory of Cognitive Dissonance. Evanston: Row, 1957 ( .
.: . . .: , 2000).


6. ,

1. (), , ().

2. , , , 1.

, , , , , 2.

, , , (). () . , , 3. , , , , , .

, . - : , -

1 . . : , 2000. . 17.

2 . . 18.

3 . . 54.


6.2. -

- . . , , , , , . , .

, , , . , , 1.

. 2, : , , , , . () 3.

- . , () , . , , . , , ,

1 . . : , 2000. . 269
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. ,

20- XX . : , , , 1.

6.2.3

,

1960- : , . - : . , . , , , , 2.

. 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.


6.2. -

, , , : , ( ) . , . , -, , , : , . , , , .. . , : , , , . , , , , . , , , . , (-), , 1, .. , , - .

, -

1 Donahue G.A., Tichenor P.J., Olien C.N. Mass Media and the Knowledge Gap // Communication Research, 1975, N 2. P. 323.


6. ,

', .. - -. . 1.

1.

, - , - , .

, . 2, , , -

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.


6.2. -

, . , . , . . . , 1, , . , .

- - . : , - - .

, - () -. , . 2 39 , , , .

? , , , , . , -

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.


6. ,

, , , .

6.2.4

, , . 40- XX . , , 1. : , , , - , , . , , , , , .

, (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 . . , , .

19601970- , , , () (uses and gratifications), , . (Elihu Katz). .

( - ).

, () () .

, () , .


6. ,


(, ,
, ) .

. , : 1) , 2) , , 3) , 4) - 5) ( ), 6) 7) 1.

: , . , . , . , , , , () .

-, , , . , :

: , , ;

: ;

: , , ;

: , , , .

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.


6.3.

: , . , , . .

, . - , , , , , . , . -, .

6.3. (agenda setting theory)

- . - , , : . , , ? , ?

- , .. , .


6. ,

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- , , . . . , 1985 . . : , , 1.





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