media effects

Communication Arts 102 with Miller, Steven at Rutgers University - New Brunswick/Piscataway

About this deck

By: George Barbetto
Textbook:

Media and Culture: An Introduction to Mass Communication
Created: 2010-04-05
Size: 44 flashcards
Views: 70

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Media Effects

Social Science Research
Social Learning Theory
Media Effects in the Courts
Cultural Studies

Social Science Research

Scientific Method
Developed Marketing Research
Hypodermic Needle/Magic Bullet Theory
Hadley Cantril
Harold Lasswell
Paul Lazarsfeld
Blumner and Katz
Joseph T. Klapper
Television Studies

Scientific Method

Data from surveys, focus groups, content analysis

Social Learning Theory

Albert Bandura

Developed Marketing Research

How to sell products to audiences

Hypodermic Needle/Magic Bullet Theory

Injection of ideas into a passive audience
Direct effect

Hadley Cantril

?War of the Worlds? radio broadcast

Direct effect

Deliberate, planned by those creating and transmitting the message

?War of the Worlds? radio broadcast

1938
Critical of hypodermic needle theory

Harold Lasswell

Communication Research
Communication

Critical of hypodermic needle theory

Personal characteristics
When listeners tuned in to program
Religious beliefs

Communication Research

Who says
What in
What channel to
Whom With
What effect

Paul Lazarsfeld

Founder, Bureau for Applied Social Research (Columbia University)
?Programme Analyzer? to determine audience reactions to radio
Study of media effects on voters (1944)
With Elihu Katz

Communication

Three functions in society

Surveillance of environment
Correlation of response
Transmission of culture
Entertainment

Entertainment

Added by Lazarsfeld and Merton

Blumner and Katz

Uses and Gratifications Model

With Elihu Katz

Two-Step flow of communication model

Media -> Opinion Leaders -> Public

Uses and Gratifications Model

People use media for specific gratifications
Focus Theory

Joseph T. Klapper

?Effects of Mass Communication? (1960)
Minimal effects model

People use media for specific gratifications

To satisfy specific needs

Personal identity
Personal relationships
Surveillance
Diversion

Focus Theory

Individuals
Not examining negative effects

?Effects of Mass Communication? (1960)

Evaluated 1,000 studies
Media has greatest influence on people without strong views on an issue

Television Studies

What effect does viewing certain types of television shows have on individuals
Can television have a positive and negative effect on individuals and society
Early advertisements for television promoted unity of the medium for the family, positive behavior from children

Minimal effects model

Audiences are active in their selection of media
Media reinforces existing opinion, but doesn?t change them
Selective exposure and retention

Albert Bandura

Bobo Doll Study (1961)
Children exposed to aggressive physical and verbal behavior were more likely to act aggressively themselves
Rare for children exposed to the non-aggressive behaviors
Children more influenced by same-sex adults
Male children had a greater tendency to be aggressive
Weaknesses of the Study

Media Effects in the Courts

Ozzy Osbourne, ?Suicide Solution?
Judas Priest, ?Better By You, Better Than Me?

Bobo Doll Study (1961)

Inflatable doll

Weaknesses of the Study

Experimental setting
Does not account for individual backgrounds and predispositions
Why are some people affected and others not

Ozzy Osbourne, ?Suicide Solution?

1984
Parents sued over death of son and encouraging self-destructive behavior
Courts ruled in favor of Osbourne

Cultural Studies

What is Culture
Power in a society ? who holds it? How is it distributed
Critical of Social Science Research
Reception Theory
Audience Studies

Judas Priest, ?Better By You, Better Than Me?

1990
Phrase ?do it? in lyrics

What is Culture

Meaning in everyday life of objects and practices
Including the media

Critical of Social Science Research

Incorporated everyday life culture

Religion, race, gender, economic status, etc.

Reception Theory

Negotiation and opposition of a text
Encoding/Decoding Model

Audience Studies

Audience studies/reader-response studies
Janice Radway, Reading the Romance (1984)

Encoding/Decoding Model

Meaning of text
Dominant, oppositional, negotiated

Meaning of text

Between producers and audience

Audience studies/reader-response studies

Reader/audience?s role in creating the meaning of a text

Janice Radway, Reading the Romance (1984)

Interviews with readers

What makes a book ?good?
Personal meanings from the book
Empowerment

About this deck

By: George Barbetto
Textbook:

Media and Culture: An Introduction to Mass Communication
Created: 2010-04-05
Size: 44 flashcards
Views: 70

About StudyBlue

“I have used this website for three exams, and I see a huge difference in my test results.”
Naj