Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved. - PowerPoint Presentation

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Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved. - PPT Presentation

THE MEDIA OF MASS COMMUNICATION 11 th Edition John Vivian PowerPoint Prepared by Amy M Carwile Texas AampM University at Texarkana This multimedia product and its contents are protected under copyright law The following are prohibited by law ID: 696310

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Slide1

THE MEDIA OF MASS COMMUNICATION 11th EditionJohn Vivian

PowerPoint™ Prepared by Amy M. Carwile Texas A&M University at Texarkana

This multimedia product and its contents are protected under copyright law. The following are prohibited by law:

any public performance or display, including transmission of any image over a network;

preparation of any derivative work, including the extraction, in whole or in part, of any images;

any rental, lease, or lending of the program.

Slide2

Chapter 13: Mass Media Effects

Thematic ChapterOverviewMedia EffectsMedia & DemocracyMedia & CultureMedia GlobalizationElitism & PopulismMedia Economics

Effects Theories

Bullet Theory

Powerful Effects TheoryWalter Lippman“pictures in our heads” (Public Opinion, 1992)Harold LasswellW.P. DavidsonThird-Person EffectCopyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.Slide5

Minimalist Effects Theory

Two-Step Flow ModelOpinion LeadersMultistep FlowStatus ConferralAgenda-SettingMaxwell McCombs & Don ShawNot “what to think” but “What to think about”Narcoticizing Dysfunction

Cumulative Effects Theory

Elisabeth Noelle-NeumannNo one can escape the media or the media’s messagesSpiral of SilenceMajority viewpoints are continuously sharedMinority viewpoints are stifledCopyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.Slide7

In our cultural folklore, the bullet theory of mass communication effects remains alive and well. Identify an example in your recent experience and assess it.What layers of complexity did Paul Lazarsfeld add to our understanding of the effects of mass communication?Give an example of the spiral of silence and explain how it worked.Slide8

Lifestyle Effects

SocializationAn 18-year-old has spent more time watching TV than any other waking activityProsocialLiving PatternsIntergenerational EavesdroppingCopyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.Slide9

Why is mass communication a growing issue in child development?What examples can you offer of mass communication reflecting lifestyles? How about the opposite – lifestyles reflecting mass communication?How has modern media content eroded the innocence of childhood?Slide10

Attitude Effects

How frequently does mass communication trigger sudden and drastic changes in public opinion?Although media-perpetuated stereotypes can be false, misleading and damaging, stereotypes are nonetheless essential in mass communication, why?How does mass communication wield power through status conferral on some issues and neglect others?Slide12

Cultural Effects

ValuesHistorical TransmissionPaley Center for MediaVanderbilt Television News ArchiveContemporary TransmissionDiffusion of InnovationsCultural ImperialismHerbert SchillerPost-Schiller Revisionism

How does mass communication connect us to the past, as well as help us resolve diverse contemporary values?Can transcultural communication be enriching even if also imperialist? Why or why not?Slide14

Behavioral Effects

What in the mid-20th century American experience contributed to the belief that mass communication can trigger radical changes in our behavior?Why does the fraudulent research of Jim Vicary persist as urban legend?Slide16

POINTMedia give voice to strongly felt and well-defined views at either end of the immigration policy spectrum.COUNTERPOINTMedia tend to emphasize crime, crisis or controversy in covering immigration.This mischaracterizes a massive demographic event that has developed over decades and mostly through legal channels.Slide17

Media-Depicted Violence

Learning About ViolenceObservational LearningMedia Violence as PositiveCathartic EffectSeymour FeshbackProdding Socially Positive ActionCopyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.Slide18

Media-Depicted Violence (continued)

Media Violence as NegativeAggressive Stimulation TheoryBobo Doll Studies & Albert BanduraCatalytic TheoryOther influencesScreen-triggered violence increased if aggression is:Realistic and excitingSucceeds in righting a wrongIncludes familiar situations or characters

Media-Depicted Violence (continued)

Societally Debilitating EffectsGeorge GerbnerOn TV: 1 in 10 characters per week involved in violenceReality: 1 in 100 people per year involved in violenceMedia Violence and YouthTolerance of ViolenceDesensitizing TheoryViolence StudiesUCLA Violence Assessment Monitoring Project

Why do courts refuse to excuse violent criminals who blame their behavior on media-depicted violence?What variables contribute to a person’s proneness for violence after an experience with media-depicted violence?How can it be argued that media portrayals of deviant behavior discourage real-life deviance?What difficulty to researchers have in measuring violent media content?