Week 1 Basic Management Supervision
Week 1 Basic Management Supervision
Supervision
Facilitator: Theo South
Functions of Management
Magic Bullet Theory- The magic bullet theory (also called the
hypodermic needle theory) suggests that mass communication
is like a gun firing bullets of information at a passive audience.
“Communication was seen as a magic bullet that transferred
ideas or feelings or knowledge or motivations almost
automatically from one mind to another”. This theory has been
largely discredited by academics because of its suggestion that
all members of an audience interpret messages in the same
way, and are largely passive receptors of messages
COMMUNICATION THEORIES
Two-Step Flow Theory After World War II, researchers began noticing
that not all audiences react in the same ways to mass communication.
Instead, a small group of people, gatekeepers, screen media messages,
reshape these messages, and control their transmission to the masses.
Opinion leaders initially consume “media content on topics of particular
interest to them” and make sense of it based upon their own values
and beliefs. In the second step, the opinion leaders filter and interpret
the messages before they pass them along to individuals with shared
ideologies who have less contact with the media, opinion followers.
COMMUNICATION THEORIES