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Chapter 2 Media Effects

COJO 1000 Introduction to Mass Media, University of Wyoming

Rebecca Roberts

on 23 January 2014

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Transcript of Chapter 2 Media Effects

Chapter 2 Media Effects
Propaganda or persuasion -
Messages that intentionally try to persuade the audience for ideological, political, or commercial purposes.
Propaganda, advertising and public relations highly effective in creating consumer culture
Media Effects
Reinforcing cultural values
Media has a great deal of influence over the issues the public considers important.
Media Effects Theories
Information access
- context
- subjectivity
Literacy - changing standards
News - speed vs. accuracy
- participatory
- content migration
Theory : A set of general principles based on specific observations and used to predict or explain events or behavior
Early media theory predicted
direct effects
- assuming
passive audiences
accept and respond similarly to media messages.
Current media theory predicts limited or indirect effects, and assumes
active audiences
interpret and respond differently to media messages.
Individuals use media to satisfy specific needs or desires.
Self is derived from and develops through human interaction.
The way we act is based on the meaning we hold for a person or thing.
We rely on symbols with culturally shared meaning.
Media Effects Theories
Common media formats and styles serve as a way of perceiving the world.
Heavy exposure to media creates a distorted perception of reality.
Individuals who believe they hold a minority opinion silence themselves to prevent social isolation.
Media Research Methods
Depth interviews
Focus groups
Participant Observation
Content analysis
Archival research
Social role analysis
Rhetorical analysis
Media Bias
Media Decency
Media Consolidation
Politics and Media Studies
Unintended effects and behavior
Cultural messages and media
New media and society
Direct effects
Indirect effects
Spiral of silence theory
Uses and Gratifications Theory -
Symbolic Interactionism
Media Logic Theory
Cultivation Analysis
Agenda Setting theory
Media analysis
Audience Analysis
Intended effects
Violent, sexual, and compulsive behavior has been linked to media consumption
Violence and video games
Sexual content
Correlation - a mutual relationship or connection between two things.
Chapter 2 Media Effects assignment Due date: Wednesday 1/29 by midnight

Consider Chapter 2 and and think back over the last week. Write a brief (1 - 2 page) paper that answers the following questions and helps me to understand what you bring to the study of media.

1. Summarize your own media use; what media do you use, how and how often? Do you have any particular media expertise or experience that others in class might not have?

2.. Consider the concepts about media effects and discuss which particular concepts seems most relevant to how media has influenced you and people you know.

This assignment should be submitted to the Chapter 2 Dropbox as a Microsoft Word attachment.
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