Media Studies: Article Analysis In his article “Media Sociology: The Dominant Paradigm,” Todd Gitlin presents a series of arguments designed to describe and illuminate the weaknesses in the media theories and methodology of Sociologist Paul F. Lazerfeld. Most of Gitlin’s arguments are based on his analysis of Lazerfeld’s 1955 book Social Influence. In that work, co-authored with Elihu Katz, Lazerfeld (2005) described his “two-step flow” theory of communications (pp. 31-42). In addition to refuting the Two-step Flow Theory, Gitlin attacks both the “Decatur Study” upon which much of it is based, the methodology of Lazerfeld, and the influence Lazerfeld has had both on later sociologists and on how future generations have looked at the mass...The end:
.....ly to use it more effectively in marketing. He asks those who think about and study the media to look beyond their own time and beyond immediately quantifiable answers. He asks us to look at the media and all of our assumptions on freedom and choice as well (Gitlin, 1978, pp. 212-214, 242-245). References Gitlin , T. (1978, September). Media sociology: The dominant paradigm. Theory and Society, 6(2), 205-253. Retrieved October 21, 2009, from http://www.jstor.org/stable/ 6570090 Lazerfeld , P. & Katz, E. (2005). Social influence: The part played by people in the flow of mass communications. New Brunswick, NJ: Transaction Publishers. Marris, P. & Thornham S. (Eds.). (2004). Media studies: A reader. New York: New York University Press.