Exam 3 - Arts And Sciences Comm245 with Dee at University of Delaware

Criticisms of advertising targeting children

Commercials targeting children:
1) Create desires that cannot be fulfilled
2) Create tension when parents say no
3) Teach unrealistic view of the world

Lenore Weitzman, content analysis of children’s books

1972 Lenore Weitzman looked at 18 Caldecott Prize books published between 1965-1970, 261 pictures of males and 23 pictures of females (ratio of 11:1). 90 male animal characters and 1 female animal character. Girls wore frilly dresses and were passive; cooking, sewing, sweeping, feeding babies. Boys wore jeans and were active: marching in parades, playing baseball, hammering, vigorous, boisterous

Gatekeeping

The process by which a relatively small number of people in the media industry control what material eventually reaches the audience

Gatekeepers: those who make decisions about what news is reported (Editors are gatekeepers,Before editors, reporter is a gatekeeper)

Agenda setting

Ability of the news media to transfer issues of importance from their news media agendas to public agendas (not what to think, but what to think ABOUT)
-- wire services function as these

Content Analysis

Parents’ Television Council reports research:

· Content analysis shows that children’s programs contain a higher frequency of violence than adult programs

o 7 incidents of violence per hour on children’s programs

o 11 incidents of violence per hour on ABC Family Channel!

o 5 incidents of violence per hour on primetime TV

Longitudinal study

A correlational research study that involves repeated observations of the same variables over long periods of time — often many decades. It is a type of observational study.

Longitudinal studies track the same people, and therefore the differences observed in those people are less likely to be the result of cultural differences across generations.

Parasocial Relationship

Social Construction of Reality

Albert Bandura’s studies of effects of violent TV or film on children

Lefkowitz’ study of TV and adolescent aggression

Eron & Huesmann—studies of TV viewing and adolescent aggression

1971/1972 Surgeon General Jesse Steinfeld’s Report on effects of TV violence on children

Conditions under which violence is most likely to be modeled

Gerbner, type of programs which contain highest frequency of violent acts

Three hypotheses on effects of TV violence
1) Catharsis hypothesis

Three hypotheses on effects of TV violence
2) Aggressive stimulation (modeling)

Three hypotheses on effects of TV violence
3) Catalytic hypothesis

Effects of programs such as The Doomsday Flight, Fuzz, Born Innocent,The Deerhunter or Taxi Driver

Effects of programs such as The Doomsday Flight, Fuzz, Born Innocent,The Deerhunter or Taxi Driver (cont)

The Mean World Syndrome

characters most often portrayed as victims of TV violence

Conclusions of Brandon Centerwall regarding TV violence, homicides and violence as a public health issue

Effects on rate of violent crime in real life after major news coverage

Parents’ Television Council

Paul Lazarsfeld’s two-step flow theory of communication effects

Media buyer

Account executive

Creative director

Research staff personnel

American Association of Advertising Agencies

National Advertising Review Board

Definition of subliminal messages

What doadvertisers want you to remember about their products?

FCC regulations regarding subliminal messages in advertising

Original purpose of Federal Trade Commission (FTC) when Congress createdit

Original purpose was not to protect consumers, but to protect the businesses from falseclaims from their competitors.

Legality of subliminal messages inprint media and broadcast media

FCC Actions regarding subliminalmessages

Legality of Dr. Hal Becker’s subliminal soundtrack for anti-theft use

Public reaction to Birth of a Nation

Fourth Estate

Watchdog role of press

Herbert Schiller

Cultural imperialism

Richard Branson

legitimization

Objectification

Jacquie Jordan, Get on TV! Whatis an option on a script or screenplay?

Roth v. United States: Is obscenity protected by the First Amendment?

Miller v. California

Burstyn v. Wilson

Obscenity

Indecency

Conclusions of 1986 Meese Commission regarding effects of pornography

Effects of pornography when legalized in Denmark

Ed Donnerstein’s research on effects of violent pornography

Percentage of pornographic films that portray rape

Effects on young women of viewing sexual violence on MTV

UC San Diego research on college men’s reactions to violent pornography

Lazarsfeld

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