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Chapter 2 Media Effects
Transcript of 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
Reinforcing cultural values
Media has a great deal of influence over the issues the public considers important.
Media Effects Theories
Literacy - changing standards
News - speed vs. accuracy
- 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
accept and respond similarly to media messages.
Current media theory predicts limited or indirect effects, and assumes
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
Social role analysis
Politics and Media Studies
Unintended effects and behavior
Cultural messages and media
New media and society
Spiral of silence theory
Uses and Gratifications Theory -
Media Logic Theory
Agenda Setting theory
Violent, sexual, and compulsive behavior has been linked to media consumption
Violence and video games
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.