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The Five Main Media Effect Theories Or: how this stuff winds up making us feel/do things… Magic Bullet/Hypodermic Needle Theory 1920’s Most simple model Basis of most effects that followed Believes that the media is SO powerful and that viewers are SO spongelike that it is able to inject its audience with its messages. Example: War of the Worlds 1938 Broadcast by Orson Welles of H.G. Well’s novel The War of the Worlds Broadcast as part of the Mercury Theater regular radio program Performed as a “mockumentary” Believed by Millions! http://www.archive.org/details/WAROFTH EWORLDS2 Were they crazy? According the The Guardian the New Jersey police HQ was besieged by callers and numbers of people fled their homes in terror. EXPERIENCE IS 100%! Welles’ program began a minute or two prior to a popular show ended – people flipped to the middle of the show The Two-Step Flow 1940’s Katz and Lazarsfeld Hypodermic=too strong Media is filtered by “opinion leaders” People are the intervening factors between stimuli and belief/action Source Message Media Opinion Leaders General Public (GP) Example: Source: Burger King Message: Open Late Medium: television commercial Opinion Leader: Diddy General public Who are today’s opinion leaders? “Limited” Effects 1940’s to 1960’s Hovland, Lazarsfeld, Cooper and Jahod, and Klapper Aka law of minimal consequences Media has a small effect on population. The Limitations Intervening variables Individual differences Social differences The Hovland Army Experiment Why We Fight – a film series by Frank Capra Tested how effective propaganda techniques (a form of media influence) were on groups of soldiers. What Hovland noticed Who learned Who changed their minds about the enemy Who was more eager to die (not many) Gap between smarter and less educated Basically, media is powerful… Sometimes forms attitudes Sometimes only reaches a fragment of the audience Sometimes only reinforces what is already there Sometimes provides a model for behavior (not true effect bc no 100% causality) Uses and Gratifications 1970s (the me era) Katz and Blumler Uses play an active role in media (we use media to gratify ourselves) Media Gratification can come from Content Familiarity General exposure Social context 4 Basic Uses Surveillance: knowledge brings security (Maslow) Personal Identity: to determine what we are like and what we are not Personal Relationships: we gain belonging. The Watercooler Effect Show/Team Ownership Diversion: escapism Spiral of Silence 1980’s Noelle-Neumann People look to mass media to provide the popular opinion People then choose to share opinion or not based on its relationship to the popular opinion Media has more power than individual. Other important theories Cultivation (Gerbner): tv is the thing that speaks the most to most families; therefore, tv creates the common view of the world, the common social roles, and common values Revision (Hirsch): some groups are more effected than others (based on SES) More important theories Media Determinism (McLuhan): “the medium is the message” We believe based on the type of media Newspapers Books Radio Television/Film Internet And Lastly, Synthesis (Katz): the most important things are the Media we select The people we associate with So BASICALLY, we are affected by media Somewhat Dependent on our Socio-Economic Status In-groups Education Economics Dependent on our experience