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Media Effects/Theory

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Alica Danesh Jesrai

on 19 July 2014

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Transcript of Media Effects/Theory

Media Effects/Theory
Media Theory
Media Theory contd.
Agenda Setting Theory
Expectancy Theories
Violence in the Media
Cultivation Theory
Individual Differences/Limited Effects Theory
Social Learning Theory
Direct Effects Theory
(Bullet Theory)
Media Functions
Text Functions
Media Functions
Transmit culture
Linkage Process
Cognitive needs
- human needs to gain knowledge and understanding
Affective needs
- human needs for aesthetic, pleasurable and emotional experiences.
Also need to strengthen and evaluate values like family, friends, country, world.
Propaganda and advertising campaigns can be very effective.
Powerful messages in movie and television programming have strong impacts on society
Individual’s values, needs, beliefs and attitudes play a major role.
We learn from observing and modeling in the media and from direct experience as well.
(Albert Bandura...BoBo Doll)
Television is partially responsible for shaping or “cultivating” viewer’s understanding of social reality.
Mean world syndrome
" (George Gerbner)
a phenomenon whereby violence-related content of mass media makes viewers believe that the world is more dangerous than it actually is
News influences our perception of the world.
Media tells us what issues are important...
NOT what to think, but what to think ABOUT
Expectancy theory proposes that a person will decide to act in a certain way because they are motivated to select a behavior over other behaviors due to what they expect the result to be.
Violence is conflict and conflict is the heart and soul of drama
Justice by television
Internet gambling
On-line pornography
The polarization of America (the media’s role)
Respond vs React
Trash-talk radio
Repeated exposure to media violence causes a reduction in emotional response!!!!

(i.e. War, murder, disasters, assault)
First...Lemme Take a #Selfie
Full transcript