Theories of mass media effects What is a theory?.
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Transcript of Theories of mass media effects What is a theory?.
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Theories of mass media effects
What is a theory?
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Research studyIn groups of 4/5, calculate your groups’ media consumption for the past week.
TVDigital musicMoviesOutdoor advertisingMobile/Cell phoneInternetPrint (books)Print (newspapers)
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Now compare how much time sleeping or talking to others…
Does media have an influence on you?
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Media Theories• Explain media phenomenon…• Helps us understand the media phenomenon• Offers a simple explanation of how media function
on our brains• Demonstrates a depth of study of media and its
effects• Based on observation, experimentation and observation, experimentation and
reasoningreasoning• Can be useful to explain behavior
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Basic Media Theories
• Magic Bullet: direct, universal and lasting influence (1920s)
• Indirect Influence: May affect child development; may affect voting behavior (1940s study); viewer often controls the effect.
• Long-term Effects: Subtle, gradual influence (Cultural Imperialism)
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Socialization Theory (indirect influence)
• We learn howhow to act in society• Agents of socialization– Family– Peers– Education– Religion– Mass Media
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Socialization Theory
• … the media are continually offering pictures of life and models of behaviour in advance of actual experience.
Dennis McQuail (2005 Theory of Mass Media)
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Specific Socialization Theories
• Modeling theory– Children (and adults) acquire attitudes,
emotional responses, and new styles of conduct from media…
• Social learning theory– Albert Bandura (1977)– Bobo doll experiments• http://www.youtube.com/watch?v=hHHdovKHDNU
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Cultivation theory(Long-term effects)
George Gerbner• Famous in US academic institutions for
counting the incidences of violence since 1970s
• “Mean World Syndrome”• http://www.youtube.com/watch?v=Vw9DsOA
1Y-w
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Spiral of SilenceElizabeth Noelle-Neumann
People KNOW what constitutes popular opinion.
A person may be uncomfortable DISAGREEING with what she/he perceives as the majority opinion.
As a result… minority views become devalued even by those who originally believed the minority view.
http://www.youtube.com/watch?v=32bWr30kxlM
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Hegemony• Term used to explain how the elite social class
exerts its authority over other classes maintaining the status quo
• The power the ruler derives from the ruled• Explains social, economic and political power• Contributes to “cultural imperialism”– Domination of one cultural over another without
firing a shot… but through dominant cultural products or superior production/technology
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Marshall McLuhan 1960’s media theorist (Canadian)
• First to recognize the electronic age• “… it will radically alter the way people
think…”• He believed that the way we live is
largely a function of the way we process information
• Believed three invention were most crucial to human behavior– Phonetic alphabet– Printing press– Telegraph
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Marshall McLuhan
• These three inventions caused CULTURAL CHANGE… changed the way people thought about themselves and the world
• Change in modes of communication dramatically alters human life
• Changes in modes of communication or media are the primary cause of cultural change
• ““The MEDIUM IS THE MESSAGE”The MEDIUM IS THE MESSAGE”
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Marshall McLuhan
“the dominant medium of any age dominate the people…”
Industrial civilization is restrictive, unbalanced and inhumane…
McLuhan hoped to awaken a sleeping generation to a nightmare of standardized tastes and opinions
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Results of Examination of Media Effects Theories
• Regulations• Content Quotas • Strategies to mitigate “cultural imperialism”• Media Literacy Education• TV and Movie Ratings• Labels on CDs/DVDs• Advertising Strategies• Public Relations Strategies
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What about personally…How TV (or all mass media) Effect Your
Brain Chemistry• http://www.youtube.com/watch?
v=zw_7CJ5ozaM
• http://www.kcci.com/r/22709760/detail.html
• But what is the psychological relationship?
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Causal vs. Correlational Relationships
If A always causes B = causalIf A sometimes causes B = correlational
It’s not causal because there may be another variable contributing to the causeExample: Turning on the seatbelt light in airplane = turbulence?
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Video Game Violence
• What should be done about violent video games?
• http://www.cbsnews.com/video/watch/?id=678389n&tag=contentBody;storyMediaBox