Mass Media Effects PPT

8/19/2019 Mass Media Effects PPT

1/12

Media & Society

Dr. Inas A.Hamid

Mass Media Efects


2/12

Early mass communication scholars assumed thatthe mass media were so powerul that ideas could beinserted as i by hypodermic needle into the body. Itis called the “Bullet Theory” or “powerful eectstheory”.

Walter ippmann ar!ued that we see the world not as

it really is but as "pictures in our heads#. $he pictures o thin!s we ha%e not eperienced

personally ' but they are shaped by the mass media.

Bullet Theory


3/12

Early powerul efects scholars would a!ree

that newspapers co%era!e and campai!nso political candidates decided elections.

$hey also assumed that indi%iduals arepassi%e .


4/12

Minimalist Efects $heory

Doubts arouse in the ()*+s about whether themedia were really that powerul' and scholarsbe!an shapin! their research ,uestions on theassumption that media efects are more modest.

Scholarly enthusiasm or the hypodermic needlemodel reduced ater two massi%e studies o %oterbeha%ior by a-arseld.He went bac to /++ people se%eral times to disco%er

how they de%eloped their candidate preerences.

$hese people mentioned their riends as they ha%edirect efect on their %otin! decisions.

This means media eects are mostly indirect.


5/12

0rom that rethinin! emer!ed the MinimalistEects Theory, which includes:

Two-Step low Model. It emphasi-es thatpeople are moti%ated less by the mass mediathan by people they now personally andrespect. $hese people called opinionleaders.

So ' the model ar!ues that media afectsindi%iduals throu!h opinion leaders.

1pinion leaders are

In2uential riends and ac,uaintances.


6/12

3umulati%e Efects $heoryIn recent years some mass communication

scholars ha%e parted rom the minimalistefect theory.

$hey emphasi-ed that the media do not ha%epowerul' immediate efects but ar!ues thatefects o%er time are proound.

$his means media in2uence is !radual o"er

time.


7/12

In our culture' the ma!ic bullet theory o masscommunication efects remains ali%e and well.Identiy an eample .

Eercises


8/12

While media afect liestyles' they also re2ect

liestyle chan!es that come about or reasonsalto!ether unrelated to the mass media.

0or better or worse media afect sociali-ationprocess by !i%in! youn! esters access to

inormation.Sociali-ation means learnin! to 4t into society.

Sociali-ation be!ins at home. 3hildren imitate theirparents' brothers and sisters .

0rom listenin! and obser%in! children learn %alues.Sociali-ation process epands to include the

in2uence o riends' nei!hbors' school and media.

#ifestyle Eects


9/12

In earlier times the role o media came intoefect in children5s li%es late because boos'ma!a-ines and other actors.

$oday' $6. And the Internet ha%e displaced

much o the sociali-ation in2uence that oncecame rom parents.


10/12

#i"in! $atterns . Mass media both re2ectliestyles and shape them.

In earlier times' $6 ept people at home intheir li%in! rooms in the e%enin!s.

Media companies ad7ust their productsaccordin! to the chan!es caused by otherchan!es.


11/12

%nter!enerational Ea"esdroppin!. Mass

media ha"e eroded the &oundaries&etween the !enerations, !enders andother social institutions.

Media dealt with a di"ersity of topicsand allowed people in on the secrets ofother !roups.


12/12

Why mass communication is a !rowin! issuein child de%elopment8

What eamples can you ofer o mass

communication re2ectin! liestyles8How has modern media content eroded the

innocent o childhood8

Eercises

Mass Media Effects PPT

Documents

Transcript of Mass Media Effects PPT