As the media flow into a system increases, so does the gap of knowledge between socioeconomic classes (lecture notes).

Terms (CSRAN): Communication skills, Stored information, Relevant social contacts, Audience Analysis, Nature of the mass media

those who are more educated have more information to associate to; they are better prepared and may have already heard the information—thus reinforcing or extending information

those who are better educated tend to have better communication skills, thus making it more likely they will communicate about the media they are exposed to

education generally associates to a broader sphere of social activity, more reference groups, and contacts—which increases the likelihood of discussing the topics with others

most scientific and public affairs have been carried by print media, which is more likely used by higher status people. Science and tech lack the high reps which facilitates learning among lower-status persons, thus the nature of the system does not suited for the low socioeconomic class

audience analysis - selective…exposure, attention or perception, interpretation, recall or retention (Tichenor Grace Cho, these are defined in the Empiricist concept of audience analysis, “to whom,”)

• selective exposure

  • If one is to be effected, one must choose to be exposed to the media, e.g., if class is the media then students must choose to be in class
• selective attention or perception

  • If one is to be effected, one may choose to pay attention or perceive the media, e.g., pay attention in class
• selective interpretation

  • The message of the media must be interpreted as to be meaningful to the individual, e.g., the individual in class must associate or relate to the content
• selective recall or retention

  • will the message be remembered? e.g., the individual must remember the materials

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