Media in our lives
•Transferir como PPT, PDF•
0 gostou•346 visualizações
Theories about media and its effects
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Destaque
Semelhante a Media in our lives
Semelhante a Media in our lives (20)
Último
Último (20)
Media in our lives
- 1. Group No.5 Muhammad Khurram (SP14-BME- 031) Hafiz Muhammad Khalid (SP14- BME-057) Muhammad Usman (SP13-BME- 073) Ahad Hameed (FA13-BME-021) Ihsan Hameed (FA13-BME-003)
- 3. Laswell’s Model of Mass Communication Who Says What In Which Channel To Whom With What Effect
- 4. Effects Theories Walter Lippmann: Public Opinion (1922) We see the world as "pictures in our heads" Media shape perception of things we have not experienced personally
- 5. Powerful Effects Theory Media have immediate, direct influence Assumes people are passive and absorb media content uncritically & unconditionally “Hypodermic Needle” model “Magic Bullet” model
- 6. Minimalist Effects Paul Lazarsfeld Erie County study (1940) Mass media had hardly any direct effect Personal contact more important than media contact Media effects mostly indirect
- 7. Two-step Flow model Media affect individuals through opinion leaders Opinion leaders are those who influence others Clergy, teachers, neighborhood leaders, etc.
- 8. Status Conferral Media coverage can create prominence for issues & people Agenda Setting Maxwell McCombs & Don Shaw Media tell people what to think about – but not what to think
- 9. Media can: Create awareness Establish priorities Perpetuate issues Intramedia effect as well
- 10. Narcoticizing dysfunction Media do not energize people into taking action Media lull people into passivity by overwhelming them with information People deceive selves into believing they’re involved when they’re actually only informed
- 11. Cumulative Effects Theory Media influence is gradual over time Effect is often powerful Spiral of Silence (Noelle-Neumann) Vocal majority intimidates others into silence
- 12. Focus on the audience 1940s challenge to audience passivity
- 13. Uses & Gratifications People choose media that meet their needs & interests Needs such as: Surveillance Diversion Socialization
- 14. Surveillance Media provide info about what’s going on Both news & entertainment
- 16. Socialization Mass media can help initiate people into society And help them fit in Demonstrate dominant behaviors and norms “Observational learning”
- 17. Role modeling Imitative behavior Impact can be negative or positive ("prosocial”)
- 18. Socialization via eavesdropping Children learn about adult topics by seeing them depicted in media
- 19. Parasocial interaction False sense of participating in dialogue Communication is actually one- way
- 20. Consistency theory Individuals exercise control over media’s effects on them People choose media & messages consistent with their existing views & values Selective: Exposure Perception Retention & Recall
- 21. Selective Exposure People choose some media messages over others People ignore messages that contradict their beliefs
- 22. Selective Perception People tend to hear what they want or expect to hear
- 23. Selective retention & recall People retain & recollect some media messages and not others
- 24. Bottom line: Individuals have a large degree of control over how the mass media affect them
- 25. War of the Worlds Revisited Why did the Orson Welles broadcast have such a powerful effect on its audience? EarthStation1.com's Radio Sounds Show
- 26. “Reverence” for radio as a reliable medium Predisposition to expect bad news Selective perception Gullibility fueled by awe of science WWI memories – gas warfare Failure of common sense
- 27. Determining Causality Correlation means that 2 or more variables coexist Causality means that one variable causes another Beware of bad science (studies purporting causality)