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
- 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