“Light” and “heavy” users of these things were compared in a 1968 study that helped George Gerbner develop “cultivation theory.” Paul Lazarsfeld’s “two-step theory” of the role of these things helped discredit the “hypodermic needle” model. Jay Blumler and Elihu (-5[1])Katz codified a method of understanding how people interact with these things according to their “uses and gratifications.” (-5[1])These things are defined based on users’ level of engagement (10[1])as “hot” and “cool” (10[1])in a book titled for “Understanding” them by Marshall McLuhan, which claims that one of these things is “the message.” For 10 points, “mass” examples of what form of communication (10[1])include (10[1])radio, (10[1])film and television? (10[1])■END■ (10[5]0[2])