Media Effects Comparison
In this series, we covered the basic Communication Theories applicable to information warfare, how specific media effects can be used to influence particular classes of targets. And how different target groups necessitate the use of different media effects. The closer we get to the individual, the higher the fidelity of methods we need to use, and the further away we are, the more wide-scale methods can be applied. The table below summarizes which effects apply to which group.
One particular group is the Adversary Leadership Coalitions, whose members are highly competent and not easily influenced directly by Influence Operations; however, they are subject to political pressure, so the way to influence them is through their constituency.
|
Mass Population |
Adversary Leadership Coalitions |
Groups and Networks |
Individuals |
Gatekeeping |
|
|
✓ |
|
Two-step Flow |
|
✓ |
✓ |
✓ |
Agenda Setting |
✓ |
|
✓ |
|
Priming |
|
✓ |
✓ |
|
Framing |
✓ |
✓ |
|
|
Cultivation |
✓ |
|
✓ |
✓ |
Spiral of Silence |
✓ |
✓ |
✓ |
|
Echo Chamber |
|
✓ |
✓ |
|
Filter Bubble |
|
|
|
✓ |
RECOMMENDED READING
Gilbert, E., Bergstrom, T., & Karahalios, K. (2009). Blogs are Echo Chambers: Blogs are Echo Chambers. 2009 42nd Hawaii International Conference on System Sciences, 1–10. https://doi.org/10.1109/HICSS.2009.91 Samuels, M. G. (2012). Review: The Filter Bubble: What the Internet is Hiding from You by Eli Pariser. InterActions: UCLA Journal of Education and Information Studies, 8(2). https://escholarship.org/uc/item/8w7105jp Scheufele, D. A., & Tewksbury, D. (2007). Framing, Agenda Setting, and Priming: The Evolution of Three Media Effects Models. Journal of Communication, 57(1), 9–20. https://doi.org/10.1111/j.0021-9916.2007.00326.x