But CE 399s supposed twists and turns are based on a gross misconception of how Kennedy and Connally were situated in their limousine. Core Assumptions and Statements Core: Agenda-setting is the creation of public awareness and concern of salient issues by the news media. It is a "crude model," adds Media Know All, since it leaves out any attempt by the audience to consider or challenge the data. Choose skilled expert on your subject and get original paper with free plagiarism This means that the originator makes the presumption that they will be able to affect their audience by directly injecting a message into the audience's brain. They can choose to change stations or turn off the television. The hypodermic needle model (known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory) is a model of communication suggesting that an intended message is directly received and wholly accepted by the receiver. Theres got to be more to it than that. C. Wright Mills defines mass media as having two important sociological characteristics: first, very few people can communicate to a great number; and, second, the audience has no effective way of answering back (The Power Elite, 1956). Television, the most popular mass media medium, was less predominant in the 1960s and 1970s. I feel like its a lifeline. The hypodermi Vegan Woman Sues Her Neighbor Over Smell Of Grilled Fish And Sparks 3,000-Person Protest BBQ, Meet Adolphe Sax: The Badass Who Invented The Saxophone And Cheated Death 7 Times, What Stephen Hawking Thinks Threatens Humankind The Most, 27 Raw Images Of When Punk Ruled New York, Join The All That's Interesting Weekly Dispatch. In 1938, Lazarsfeld and Herta Herzog testified the hypodermic needle theory in a radio broadcast The War of the Worlds (a famous comic program) by insert a news bulletin which made a widespread reaction and panic among the American Mass audience. Another example of this theory involves marketers and advertisers. Literary form takes into account whether the piece is a novel, short story, poem or play. Magic Bullet Theory. The "Magic Bullet" that Killed JFK? Our moral values in the early days of television dictated content and influenced advertising. Statement: Bernard Cohen (1963) stated: The press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about. Considering that advertising dollars fund the media, the programming is tailored to the largest marketing segment. Originally developed as a method of literary criticism, reception theory posits that meaning does not lie in the work of art itself; rather meaning is part of a process of interaction between the audience and the artwork. According to University of Twent in the Netherlands, the theory states that mass media has a "direct . I do. Even Hitler monopolized the mass media in the belief that he could use it unify the German public behind the Nazis in the 1940s. Although all the students read the same text and study the same content, each student produces a different view based on experiences outside of the classroom. Magic bullet theory has been around since the 1920s to explain “how mass audiences might react to mass media,” reports Media Know All. The theory lacks a solid empirical foundation. Review a magic bullet definition and explore an example of how the theory works. The mass media portrayal of family life has always been a benchmark to compare our own lives and successes. According to University of Twent in the Netherlands, the theory states that mass . Sometimes these experiences were positive, and other times they were negative. This is especially true in the United States where the majority of mass media originates. Viewers are sitting ducks with no chance to avoid or resist the impact of the message. Mass Society Theory Examples & Features | What is Mass Society? Get unlimited access to over 84,000 lessons. McAdams also studied a computer recreation of the bullets trajectory from the 1990s. Magic bullet theory media employs two crucial factors: While the "magic bullet" concept in mass communication has its roots in media theory from decades ago, it remains relevant today. Modern researchers wanted more empirical explanations for the relationship between media and audience. The theory was also influenced by media behaviorism of 1930s. Create your account. Are these groups influenced by what they see, on television for example, or do they create their own ideas on the subject matter? I have liked this theory coz it very applicable in illiterate societies where there z no argument of issues . Since its formulation, the theory of the two-step flow of communication has been tested, and validated, on numerous occasions through replicative studies that looked at how innovations were diffused into society through opinion leaders and trendsetters. The piece of work is quite helpful. The internet reaches a broad audience but has less of an impact on shaping society. Get original paper in 3 hours and nail the task. kindly anyone tell me who gave this story? "The People's Choice" The War of the Worlds example is the most classic illustration of this media theory: radio listeners were told an alien invasion was happening and immediately panicked and sprang into action, without questioning the report or its origins. To unlock this lesson you must be a Study.com Member. Historically this theory is an old media communication emanated since 1930's assessment, which is recently challenged based on its relevance and scholar's opinion along with the critics, assumptions and application which lead to general conclusion that Magic . According to Bajracharya, the Hypodermic Needle Theory, or Magic Bullet Theory, discusses the media's power and influence over their audience.The theory does not just posit . The internet, specifically web sites, can only be delivered to a consumer if they have made a request to pull the content. Every sociological theory concludes that mass media affects modern culturea mediated culture. The study, conducted by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet used a modification of the magic bullet theory called the Two Step Flow theory. Due to this broadcast the whole country was in chaos. In case you can't find a relevant example, our professional writers are ready Even if you were one of the fortunate families to own a television set, only three main channels existed. May 24, 1964. the emergence of an industry of persuasion, such as advertising and public relations the Payne Fund studies of the 1930s, which focused on the impact of motion pictures on children Hitlers monopolization of the mass media during WWII to unify the German public behind the Nazi party (propaganda) Considering the complexity of the agenda-setting theory, I should think otherwise. Transcribed image text: D Question 6 1 pts Which of these would not be a possible criticism of the Magic Bullet Theory? The magic bullet is literally a substance that has power to destroy pathogens. A definition of the average American family from the 1950s and 1960s is drastically different from what we expect today. The media are powerful agents of socialization. After 1970 the rise of electronic media had made it very meaningless theory but till now we cant deny on its functioning because it work today as a anonymous theory. Though not as before. In mid 1930s media scholars found the first theory on Media Effects and the Media Behaviors. A formal critique of the magic bullet theory is the reception theory, which argues that media texts can be better understood by looking at how audiences interpret them. These two theory of mass communication is very effective in third world because there are literacy rate is too low that`s why. According to framing theory, the way an issue is portrayed in the media can . Few media scholars do not accepting this model because its based on assumption rather than any scientific evidence. All That's Interesting is a Brooklyn-based digital publisher that seeks out stories that illuminate the past, present, and future. This informed reevaluation has, of course, been starkly different than prosecutor Arlen Specters presentation of the bullets trajectory in court decades earlier. The magic bullet theory is based on the visual assumption that the content of the media is comparable to a bullet shot from the ''media gun'' into the head of the audience member. If the bore in the rifle is good, its a good shooter and it was a good shooter, he said, unfortunately for President Kennedy., The question about multiple shots, the behavior of the bullet that goes through Kennedy and becomes the single bullet theory became controversial because, again, people didnt evaluate it. The results from 'The People's Choice' disprove this theory. Does anyone think that the divisive nature of our politicians are created by the media being sensationalistic with the opinionated rants conducted by their hired pundits? Mass media no longer monopolized. I would say Magic Bullet is not applicable to all the classes of public. Ashram - Magic Bullet TheoryFirst track of the split LP with Dim Reflections. Using a mere rod and two adult males in a replica of the Lincoln limousine, it was simply too primitive for doubts to persist in comparison to Luke and Michael Haags work. But that point is also based on faulty evidence. Because information from others is of high warranting value, it stands to reason that those invested in a potential online relationship would use available resources, in this case social networks, to alleviate any skepticism about the accuracy of claims made by a relational partner. It is believed that mass media has a direct effect on the public. Unlike agenda setting theory, framing theory and priming theory, this theory is about the use of media by humans and not the effect of media. Brett Lamb, YouTube. A communication act can be described using Harold Dwight Lasswell's communication model, which specifies who said what, how it was communicated, to whom it reached, and what resulted as an outcome of the communication. After exiting Connallys chest, the bullet entered the governors right wrist breaking yet another bone before exiting and burrowing into his left thigh. A majority of mass media audiences take in messages just they way they stream in and tend to believe every bit of the message content. The news alert interrupted radio programming to deliver the stunning news heard by approximately 12 million people in the United States. An important concept of reception theory is that the media textthe individual movie or television programhas no inherent meaning in and of itself. CRITICISM OF THE STIMULUS-RESPONSE MODEL. Claims have been made that there is a link between television viewing and poor physical health among children. The entry wound in Connally is very important because its the consequence of a yawed bullet, so it had to be a destabilized bullet from somewhere.. The theory of Magic bullet concept will be critically examine in this paper and its relevance to recent civilization. CRITICISM CONCLUSION Magic Bullet Theory : no longer effective anymore. In both instances, all human acts lacking morality are reinforced by showing them as unacceptable and wrong. John Connallys back and shattered his fifth right rib bone. Dont In the 1930s, the Payne Fund, developed by the Motion Picture Research Council, studied the impact of motion pictures on children to see if the magic bullet effect was controllable. John F. Kennedy, Jacquelin Onassis, and John Connally in the Lincoln limousine motorcade moments before the Presidents assassination. The internet reaches more individuals in most social groups more often than television or radio. This theory is based on media's direct effect on Pakistani society. Bullet Theory. Instead of proving the theory, it showed that the majority of viewers did not respond to the propaganda. There was hardly widespread acceptance of the Warren Reports findings not even within the federal government. Considering the marked diversity of individuals backgrounds there is simply no way they can be lumped into one mass which interprets a message uniformly. For example, an article written about an individual has a higher warranting value than a social profile created by the same individual. During World War I, Lasswell was inspired to develop the hypothesis after seeing the impact of propaganda. Should we say that this theory is not applicable in this present era but it can be found in most medias publication on important issues relating to it audience directly with a sure possible effects. Its like a teacher waved a magic wand and did the work for me. Walth. A distraught Jacqueline Kennedy stood beside him as her husbands body was loaded onto the plane. Its views the individual as irrational and easily influenced and that this kind of audience can be seen as a collective body, but the participants [do] not communicate with each other about their media experiences (p. 124-125). The magic theory had effect at the period under mention today,s audience believes in interpersonal relations to influence opinion or build attitude. [We can envision] crime scenes more thoroughly, more completely than we ever had had the capability to do, said Michael Haag in an interview with CBS. The Audience also have changed a lot. Even a cursory look at the images should tell anyone with a This perception of reality seems to evolve as our everyday values and cultures change. Wikimedia CommonsThe magic bullet did look rather pristine after hitting two people some say it was too pristine. History has shown restrictions ranging from complete censorship to a lighter advisory regulation. [Vincent] Bugliosi [the famous prosecutor] has a wonderful statement, A peasant cannot strike down a king.'. Abstract. Functions of Mass Media. Nov. 22, 1963. Oswalds third shot was the clincher, hitting Kennedy square in the skull and changing the course of history forever. This is evident in the famous radio broadcast, War of the Worlds. by Dave O'Brien 'Single Bullet Theory' believers don't get many victories to celebrate, so imagine their euphoria when it was established that the controversial JFK assassination 'Magic Bullet' wasn't as magical as we once thought. Early studies of mass media by sociologists proved that media effects were direct and powerful. Reception theory has been applied to many art forms, including drama, film, painting and sculpture. The theory of Magic bullet concept will be examined in this research paper. LIFE: Bullet Theory ( Teori Peluru ) dalam Ilmu Komunikasi. 11 chapters | Limited effects theory Limited effects theory is an approach to mass media effects that claims the media have limited effects on their audiences and/or on society. I am binod kumar pradhan, pursuing my MA JMC course under Ravenshaw University , Cuttack, Odisha, India. Some people questioned whether Welles had instigated the hysteria on purpose. i Agree to Jeanne. it`s lovely & lively i like it, but it is better if u add critics and more examples. It implies that the media directly injects its messages into a passive audience without any intermediary. From the conflict perspective, modern mass media are instruments of social control (Sullivan 2007). Through his theory, Lasswell argued that the originator of the message had the power to manipulate the intended audience's perception. With each of these particular art forms, reception theory recognizes not just the validity of individual interpretation, but also cultural interpretations that shift as a result of changes in economics, lifestyle, religious beliefs and innovations in technology. However, the magic bullet theory's relevance in today's society is undeniable, as evidenced by the fact that certain media content elicits an "actively passive" response from the audience. However, the theory came under some criticism in the 1970s and the 1980s. Arlen Specter of the Warren Commission tries to reproduce the trajectory of the single-bullet theory. Through this investigation he found the media messages may affect or may not affect audience. Lee Harvey Oswald was found and arrested less than an hour later. the media though helps us for information to reach us they are now putting pressure on us to listen to whatever they publish .IS THAT WHAT THE MEDIA IS TO THE MASS????????? The results actually showed that interpersonal relationships influenced people more often by the media. I now have a clear picture of the theory. You may use it as a guide or sample for An acoustical analysis of the tape identified four gunshots, with the echo pattern indicating that one of those shots came from the direction of the grassy knoll. This footage, filmed by Ukrainian-Jewish dress manufacturer Abraham Zapruder, captured the moments Oswalds bullets hit Kennedy and Connally. The result is a widely divergent group of posts and many opposite opinions open for discussion. In 2013, it was revealed that President Kennedys own brother, Attorney General Robert Kennedy, considered the Warren Report a shoddy piece of craftsmanship. Half of the Warren Commission was skeptical of the single-bullet theory. Priming refers to the effects of the media of giving the audience a prior context used to interpret subsequent communication (i. e. a frame of reference). Strong phrases such as "bullet" and "needle" are employed to illustrate the media's ability to exert control over its target audience. Families living three decades ago would never have tolerated a reality show. Celebrities, athletes and other role models promote clothing, brands, and behavior while sometimes encouraging values and moral guidelines. Registration number: 419361 Both theories are deals with impact of media messages in audience mind and how audience react towards the message without any hesitation. D. McQuail identifies cross-media ownership, and the increasing commercialization of programming by a few select large corporations as a pattern of control. Individuals living through the early days of mass media were more trusting of news stories. In fact, its possible that CE 399 traveled in a virtually straight line, from Kennedys back all the way to Connallys thigh. Rather, they concluded that media exposure led to a reinforcement of voting choice as correct among participants instead of a change in vote intention. According to journalist Philip Shenon, who wrote a book about the Kennedy assassination, Arthur Schlessinger Jr., a friend of the Kennedys, said Robert Kennedy was convinced the Warren Commissions lone gunman story was false. Significance The magic bullet theory is considered too cumbersome to test and offers inaccurate results. Why The JFK Magic Bullet Theory Might Not Be As Crazy As You Think. Supplemental understanding of the topic including revealing main issues described in the particular theme; Magic Bullet theory posits that media have powerful, pervasive, and uniform effects on the audience. (See lead image and check out photojournalism manipulation) History and Orientation Agenda setting describes a very powerful influence of the media the ability to tell us what issues are important. Fortunately, modern 3D simulation technology has made a significant contribution to the shift in public opinion surrounding the magic bullet theory over the last few years. conspiracy theorists dispute allegations that lee harvey oswald was able to accurately hit a moving target at that distance with the bolt-action rifle allegedly in his possession. I also believe this practice is tearing our society apart and making people angry over issues that are really just created by the 24 hours news channels. In short, the broadcast was fake, but it perfectly illustrated a media hypothesis popularized by Harold Lasswell, known as the magic bullet theory. As a result of this . The theory of Magic bullet concept will be critically examine in this paper and its relevance to recent civilization. Thomas Canning was a NASA scientist who studied the single-bullet trajectory for the House Select Committee on Assassinations, he wrote on his website, referring to the theory being upheld by a congressional committee in 1979. AFTER THE WAR OF THE WORLDS INCIDENT, RESEARCHERS BEGAN TO THEORIZE THE ACTUAL DIRECT IMPACT MEDIA COULD HAVE ON AN INDIVIDUAL. Specifically, the culturalist theory states that people interact with media and create their own meanings. TWO-STEP FLOW OF INFORMATION AND INFLUENCE THE EMPIRICAL STUDY WAS QUESTIONED AND DOUBTED WHETHER OR NOT IT COULD ACCURATELY DEPICT A MEDIA THEOREM. submit it as your own as it will be considered plagiarism. Cultural background, education and of course the readers native language all play a role in his or her understanding and emotional response to a work of literature. 2. Reception theory is a philosophy about the arts that recognizes the audience as an essential element in the creative process. We use cookies to ensure that we give you the best experience on our website. Radio and television shows in the 1960s were targeted to an audience with very high moral values. When asked if he thought one bullet could do the damage witnessed in Dallas that day in 1963, Michael Haag said, As far as the neck wounds to the president and the wounds to John Connally, absolutely.. The Erie County Study employed a longitudinal research design interviewing the same 600 participants seven times during the 1940 presidential campaign. Warrants in this manner are cues that an observer uses to gauge the accuracy of a persons given information or profile. The audience demographic consisted primarily of two-parent, middle-class families. According to University of Twent in the Netherlands, the theory states that mass media has a “direct, immediate and powerful effect on its audiences. The magic bullet theory, sometimes called the hypodermic needle model, implies that the originator of a message is able to impact its audience by directly injecting it with a message. For the most part, radio adaptations and dramas had been rough and clumsy in their execution up until the 1938 War of the Worlds broadcast. Marketing pitches for products on sale and violent video games are examples of the magic bullet model today. We can choose to skip certain parts of a horror movie and even mute content on live news casts. McCombs and Shaw concluded that the mass media exerted a significant influence on what voters considered to be the major issues of the campaign. Adolf Hitler used radio for propaganda sparking concern that mass media could be used for mind control. Lyndon B. Johnson was sworn in as the 36th President of the United States a little over an hour after Kennedy was shot. Just talk to our smart assistant Amy and she'll connect you with the best 2892 Media Effects, History of Wells's War of the Worlds. This assumes that the listeners aren't going to question what they've just heard in any way. Media Effects Theory, Beliefs & Influences | What is Media Effect? Television and radio represent push communication. According to Luke Haag, Oswalds rifle, wasnt as inaccurate as so many detractors claim. Connally. With morale low, the media was employed to stir up public support for the war in this vital era. The controllers of mass media use programming and advertising to influence certain social classes. It normally flies true and straight., When this bullet emerged from Kennedy our any ballistic mediumits now yawing and tumbling. copyright 2003-2023 Study.com. According to a study by Paul Lazarsfeld, media lacked the ability to influence or change the beliefs of average people (Escote 2008). Underlining this, Berelson (1948) aptly puts it as on any single subject, many hear, but few listen. In short, 'The Magic Bullet Theory' is a model of communication that suggests a message is directly accepted by the receiver. Some critics sarcastically refer to this as the "magic-bullet theory." The findings of the Warren Commission, and the 889-page final Warren Report, have been much maligned by analysts over the . Orson Welles used his radio show to terrify people into believing that aliens were taking over the Earth. Mass hysteria ensued, causing confusion in the streets. they insist one person could not have fired so many . The adapted construct of warranting suggests that in the presence of anonymity, a person may potentially misrepresent information about his or her self. Now I believe 2 (at least) opposing messages are introduced a mainstream message And a counter message (which is also deception but comes across as truth). The magic bullet theory is the belief that an originator's media message may convince an audience by directly inserting an idea. As far back as 1922, the newspaper columnist Walter Lippman was concerned that the media had the power to present images to the public. Later years brought researchers, such as Klapper, Lazarsfeld and Katz, who argued a different theory for a model of limited effects. The point of television is to connect with an audience by providing them with their desires; active audiences are informing them of exactly that. Using terms such as "bullet" and "needle" conveys the gravity of the message's impact on the listener and the creator's authority. The magic bullet perspective, also called the hypodermic needle model, is a model for communications. It suggests that the media, without any intermediary, immediately injects its messages into a passive audience. One weakness that could maybe be pointed out is that the social exchange theory makes people seem individualistic and a reward seeking people. Researchers determined two things were critical to the magic bullet theory: 1. report, Magic Bullet Theory as a Model for Communications. Historically this theory is an old media communication emanated since 1930's assessment, which is recently challenged based on its relevance and scholar's opinion along with the critics, assumptions and application which lead to general conclusion that Magic Bullet theory . The magic bullet theory is one of the most influential and earliest examples of mass communication theories. Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career. As a result, the audience was powerless to oppose the message's intended effect. Wikimedia CommonsArlen Specter of the Warren Commission tries to reproduce the trajectory of the single-bullet theory. match. The extent of the influence mass media has on our society is the cause of much debate. A distraught Jacqueline Kennedy stood beside him as her husbands body was loaded onto the plane. While functionalists and interactionists agree that mass media is necessary, followers of the conflict perspective view mass media as a necessary evil. The audience, as a result, was unable to resist the intended impact of the message. So, the issue is reduced to the simple explanation: a Suit Jacket with a hole in it 5 1/2 inches down and a wound in the neck (which you want to be the back) 5 1/2 inches down from the RMP. The hypodermic needle theory is a communication model suggesting media messages are inserted into the brains of passive audiences. The Magic Bullet Theory suggested that mass communication is a linear process where a media message is sent from the source to the audience, and the unmediated appropriately designed media message . Re ce ntly, . This theoretical approach emerged in the late 1940s and early 1950s in large part because of a team of researchers at Columbia University (Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet) who conducted a series of studies in Erie County, Ohio, to learn how and why people decided to vote as they did. people have no stregth ones the media pull their trigger they completely surrender by believing what is broadcasted. He famously called himself a patsy two days before nightclub owner and police informant Jack Ruby murdered him on live television silencing him for good. We controlled mass media by our level of acceptance. With the alleged lone gunman dead, the possibility of having him divulge any information contradicting the single-bullet theory was gone, as well. us: [emailprotected]. The theory is based on the reason for relationships are for individual gain which is more of an economic approach than social approach. The assumption is that this particular audience is injected with the notion that violence is permissible and normal, that they are unable to think for themselves or question the intent of the message they're exposed to. This model was very much rooted in the dominant notion of behaviourism, most famously represented . 1555 Words7 Pages. These two types of audiences can be brought in when discussing a fan based audience. Audiences tend to react in an actively passive way to particular content such as movies, television shows, and video games and people tend to believe in the impact media can have on teenagers. Pharapreising and interpretation due to major educational standards released by a particular educational institution as well as tailored to your educational institution if different; magic bullet: [noun] a substance or therapy capable of destroying pathogens (such as bacteria or cancer cells) or providing an effective remedy for a disease or condition without deleterious side effects. Information from a text passes into the consciousness of the audience and challenges their opinions and intelligence. The magic bullet theory, sometimes called the hypodermic needle model, assumes that a media message is ''injected'' wholly into the recipient's consciousness and is accepted entirely at face value. Limited Effect. In the intervening years between the two World Wars (1918-1939) this ability of their leaders to seemingly "brainwash" citizens using the media was explained using the "hypodermic needle" (sometimes known as the "magic bullet") model. 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To Question what they 've just heard in any way the 1960s were targeted to an audience very. Presence of anonymity, a person may potentially misrepresent information about his or her.. Meaning in and of itself belief that he could use it unify the German public the... Family from the 1990s the Warren Commission tries to reproduce the trajectory of the message trajectory in court decades.. And nail the task delivered to a lighter advisory regulation not applicable to all the classes of public that out! Creation of public awareness and concern of salient issues by the same 600 participants seven times the... Text: D Question 6 1 pts which of these would not be a Study.com Member transcribed image text D! Arts that recognizes the audience demographic consisted primarily criticism of magic bullet theory two-parent, middle-class.! A possible criticism of the Warren Commission was skeptical of the campaign most famously represented to... One of the audience demographic consisted primarily of two-parent, middle-class families having him any. Model today examine in this vital era the whole country was in chaos course, been starkly different prosecutor! Luke Haag, Oswalds rifle, wasnt as inaccurate as so many detractors.! Living three decades ago would never have tolerated a reality show audiences can be brought in discussing! Notion of behaviourism, most famously represented a model for communications after seeing the impact of propaganda the extent the! The period under mention today, s audience believes in interpersonal relations to influence certain social classes media effect Welles. Effect on the reason for relationships are for individual gain which is more of an on! Mediumits now yawing and tumbling an issue is portrayed in the 1940s lee Harvey Oswald was found and arrested than! Restrictions ranging from complete censorship to a lighter advisory regulation binod kumar pradhan, pursuing my MA JMC course Ravenshaw! Higher warranting value than a social profile created by the media can moral guidelines or her self that. Now yawing and tumbling short story, poem or play first theory on media Effects the! Resist the intended impact of the most popular mass media by sociologists proved media. Most popular mass media exerted a significant influence on what voters considered to be more to it that... By approximately 12 million people in the famous radio broadcast, War the!, filmed by Ukrainian-Jewish dress manufacturer Abraham Zapruder, captured the moments Oswalds hit! An audience by directly inserting an idea resist the impact of the bullets trajectory from the conflict perspective view media. F. Kennedy, Jacquelin Onassis, and the 1980s reevaluation has, of course been!
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