Basic Media EffectsBasic Media EffectsBased on Based on Selected Definitions for Work in Communication and Media Studies<http://docs.lib.purdue.edu/clcweblibrary/mediacommstudiesdefinitions>Steven Tötösy de ZepetnekNote: Terms in the glossary are from various sources, including Mick Underwood's CCMS: Communication, Cultural and Media Studies <http://www.ccms-infobase.com/>.

SocializationSocialization

How we learn society’sHow we learn society’s– Norms – what society believes is normalNorms – what society believes is normal

Women wear dresses, men don’t.Women wear dresses, men don’t.– Scottish Kilts?Scottish Kilts?

– Values – right and wrongValues – right and wrong Which laws are the Which laws are the realreal ones? ones?

– Culture – beliefs, symbols, Culture – beliefs, symbols, heroes/villains, rituals, goals, attitudesheroes/villains, rituals, goals, attitudes The American DreamThe American Dream

LabelingLabeling

Defines what isDefines what is– AcceptableAcceptable– DeviantDeviant

Usually connected with consensus Usually connected with consensus and socializationand socialization

ConsensusConsensus

Generally shared agreementGenerally shared agreement Creates notion of “right” and “wrong” AND Creates notion of “right” and “wrong” AND

“good” and “evil”“good” and “evil” Also creates notions of “beauty,” Also creates notions of “beauty,”

“intellect,” “faith” and more“intellect,” “faith” and more Also establishes and encourages specific Also establishes and encourages specific

deviancedeviance– Those who go against the normThose who go against the norm– Usually encouraged into specific genre by Usually encouraged into specific genre by

mediamedia

HegemonyHegemony

Dominance of one group over Dominance of one group over anotheranother

Power relationshipPower relationship

Usually seen in the media as Usually seen in the media as CULTURAL HEGEMONYCULTURAL HEGEMONY– News AnchorsNews Anchors– SitcomsSitcoms

ActualityActuality

The “facts” as they The “facts” as they “happened”“happened”

Refers to footage for Refers to footage for tv/film/etc.tv/film/etc.

CatharsisCatharsis

Purges spectator of strong emotionPurges spectator of strong emotion– ““The good cry”The good cry”– ““I need a laugh”I need a laugh”

Watching aggressive media makes a Watching aggressive media makes a person get rid of aggressive ideasperson get rid of aggressive ideas

King, “Why We Crave Horror Movies”King, “Why We Crave Horror Movies”– The idea/belief/issue is already within. The idea/belief/issue is already within.

We need to get it out.We need to get it out.

DesensitizationDesensitization

Constant media exposure makes Constant media exposure makes viewers less sensitive to real sufferingviewers less sensitive to real suffering– NOTE: This is NOT arguing that it will make NOTE: This is NOT arguing that it will make

people more likely to cause sufferingpeople more likely to cause suffering Examples:Examples:

– Suicide attempts in Suicide attempts in Stranger Than FictionStranger Than Fiction– America’s Funniest Home MoviesAmerica’s Funniest Home Movies

ClosureClosure

We fill in the gaps of missing We fill in the gaps of missing informationinformation– Ex. Bleeps in songs/trailersEx. Bleeps in songs/trailers

DOES NOT just refer to missing DOES NOT just refer to missing words, can also include missing ideaswords, can also include missing ideas– They don’t say that a character is bad in They don’t say that a character is bad in

the trailers, but we can usually tellthe trailers, but we can usually tell

Agenda SettingAgenda Setting

Determines what will be discussed Determines what will be discussed and what won’t beand what won’t be

Determines order of importanceDetermines order of importance Often determines which issues go Often determines which issues go

into public debateinto public debate

Copycat EffectCopycat Effect

AKA imitation effect, contagion effectAKA imitation effect, contagion effect Media creates “epidemic” of Media creates “epidemic” of

behaviorbehavior– Ex. Ex. JackassJackass– Ex. Swine FluEx. Swine Flu– Ex. Japanese Suicide TrendsEx. Japanese Suicide Trends

Cultural ImperialismCultural Imperialism

Western Culture is pushed through Western Culture is pushed through Western media as preferable or Western media as preferable or better than Eastern culturebetter than Eastern culture

Creates us v. themCreates us v. them– Ex. Capitalists v. CommunistsEx. Capitalists v. Communists– Ex. American women’s fashion v. Middle Ex. American women’s fashion v. Middle

Eastern women’s fashionEastern women’s fashion

GatekeepingGatekeeping

Media selects or rejects Media selects or rejects – events events – IdeasIdeas– RepresentationsRepresentations

Ex: News at night. What is the lead Ex: News at night. What is the lead story? Which stories are chosen?story? Which stories are chosen?

Above the fold, below the foldAbove the fold, below the fold

Preferred ReadingPreferred Reading

AKA Dominant ReadingAKA Dominant Reading The interpretation that society has The interpretation that society has

consensus regardingconsensus regarding– Ex. Simba=good, Scar=badEx. Simba=good, Scar=bad– Ex. Martha Stewart=acceptably nutty, Ex. Martha Stewart=acceptably nutty,

Charley Manson=criminally nuttyCharley Manson=criminally nutty

SemiosisSemiosis

What is semiosis?What is semiosis?– The interpretation of the The interpretation of the

signified and sign sent by the signified and sign sent by the signified and interpreted by the signified and interpreted by the recipient/audiencerecipient/audience