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Transcript

WATCH: (9 minutes)

While watching this think about the uses of media from an individual point of view.....

What types of media can he/ you use right now to spread a message/ awareness

Also note any interesting stats info especially the facebook users!

Minimal Effects Model

Klapper

Spiral of Silence

Noelle-Neumann

Learning Objectives

Starter/ Recap

  • Media effects are complex and have many factors
  • Media messages are to reinforce existing beliefs rather than change opinions
  • The media alone cannot cause people to change their attitudes and behaviors
  • Audience members are unwilling to express what they believe to be a minority opinion, and will stay silent
  • Motivated by fear of isolation and fear of reprisal

As always this session is in 2 parts:

1. Identify impacts of technology (linked to media) through decades

2. Explain the impact they have had on society

3. Investigate a range of Media Effects theories

Part 2:

- ASSESSMENT- Create an interactive timeline

Moderate

Media Effects

Powerful

Media Effects

KONY 2012

  • Opinion leaders in action – viral success
  • Using celebrities for support and social media
  • Audience members that participate feel good about themselves

  • 1920s-1940s
  • Media has an immediate and direct influence on the audience
  • Media can be used to change behavior
  • Methodologies borrowed from social sciences
  • Behavioral psychology, social learning theory
  • The audience is passive and uncritical
  • Growth of technology and media lead to transition
  • 1960s/70s-present
  • Media has both powerful and limited effects on the audience
  • Dependent on situational factors
  • Media is a socializing influence
  • Impacts development of attitudes, beliefs, values
  • More influential during periods of unrest
  • More influential on some personalities
  • Current audiences don’t follow linear rules of communication

Understanding Media Effects

  • Media effects theories relate to how mass media culture affects how audiences behave and think
  • Attempt to understand, explain, and predict the effects of mass media on individuals and society
  • Media effects theories encompass a lot of what we have already learned in class
  • Broken down into 3 levels
  • Powerful
  • Limited
  • Moderate

Concluding

Thoughts

Critiques

"The medium is the message."

- Marshall McLuhan

Limited

Media Effects

  • The Delay Hypothesis - Jensen article
  • Means that media effects can manifest over time as a byproduct of information retrieval, storage, and processing
  • Gauntlett - Two conclusions
  • One - "Direct effects of media upon behaviour have not been clearly identified..."
  • Two - "[Research has] taken the wrong approach to the mass media, its audiences, and society in general."

Activity

PART 2

Create an interactive timeline that includes the following:

P1- Describe how changes in technology have affected the gathering and presentation of information in different types of media.

- In order to do this effectively identify the developments in technology that have made this possible

P2- Outline how the media can affect events as well as report them.

- Refer to last week and today's theories to support your discussions

  • 1940s-1960s/70s
  • People are influenced by their peers, not the media
  • Media influence depends on variables
  • Personality, social situations
  • Beginning of “What people do with media”
  • The audience is stubborn

McCombs & Shaw’s

Agenda Setting (1968)

Sources

Media Effects Theories

- Anonymous. (2015, Mar 4). Hillary Clinton hints at presidential ambitions by concealing information from american people. TheOnion.com. Retrieved from http://www.theonion.com/articles/hillary-clinton-hints-at-presidential-ambitions-by,38146/

- Children, I. [InvisibleChildren]. (2012, March 5). KONY 2012 [Video file]. Retrieved from

- Gauntlett, D. (1998). Ten things wrong with the media ‘effects’ model. Retrieved from http://www.theory.org.uk/david/effects.htm

- Jensen, J. D., Bernat, J. K., Wilson, K.M., & Goonewardene, J. (2011). The delay hypothesis: Manifestation of media effects over time. Human Communication Research, 37, 509-528.

- Lamb, B. [BrettLamb]. (2012, August 21). The hypodermic needle theory | media in minutes | episode 1 [Video file]. Retrieved from

- Lamb, B. [BrettLamb]. (2012, August 26). The two-step flow theory | media in minutes | episode 2 [Video file]. Retrieved from

- Lamb, B. [BrettLamb]. (2012, November 25). New media and moral panics | media in minutes | episode 5 [Video file]. Retrieved from

- McCartland, M. (2012, Apr 13). Columbine: how media affects our lives. Retrieved from

http://blogs.longwood.edu/mcpartlandmj/2012/04/13/columbine-how-media-affects-our-lives/

- Mediatexthack. Media effects – introduction. Retrieved from https://mediatexthack.wordpress.com/category/media-effects/

- Mensing, Donica. Media effect theories. Retrieved from http://www.jour.unr.edu/donica/101/effects.html

- Stacks, D. W., & Salwen, M. B. (Eds.). (2009). An integrated approach to communication theory and research (ch. 7, 10, 13, 29). New York: Routledge.

Two-Step Flow

Lazarsfeld & Katz

  • The ability of the mass media to influence which issues, persons, and topics are perceived as the most important of the day
  • The media tells the public what to think about
  • Framing – how to think about a story

TASK- How do the media do this?

  • Concept that mass media gives out information, which is filtered through opinion leaders to reach receivers/audience
  • The power of people

and relationships

  • Acknowledges that communication is

complex process

Can you think of a source?

Twitter

 News finds its way to people through a diffuse layer of opinion leaders

 Word-of-mouth campaigns via social media

Columbine

Because of the media's reports, people were eager to blame video games and Marilyn Manson instead of looking for a real cause

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