Mass Media and Society
Chapter 2: Media Effects
Jan. 22, 2014
Chapter 2:Media Effects
• Mass media and messages
• Media effects theories• Methods of researching
media effects• Media studies
controversies
Propaganda and persuasion
• Propaganda: “Manipulation of information to influence public opinion”
• Not inherently good or bad
From World War I to today’s advertising
Media effectsand behavior
• Debate over violent video games
• Studies point to link between violent games and angry thoughts/aggression
• Correlation does not equal causation
Cultural stereotypes
• Stereotype: “An image or character that generalizes or oversimplifies a particular group of people”
• Media images and celebrities send messages about cultural values
New mediaand society
• More access to information
• Convergence• Greater personal
participation
Media effects theories
• Direct effects: “Assumes audiences passively accept media messages and react predictably”
• Discredited
Media effects theories
• Agenda-setting: “Mass media determine issues that the public considers most important”
• Uses and gratifications: Media fulfill audience needs
Media effects theories
• Symbolic interactionism: “The self is derived from and develops through human interaction”
• Spiral of silence: “Individuals who hold minority opinion silence themselves”
Media effects theories
• Media logic: “Common media formats and styles serve as a way of perceiving the world”
• Cultivation analysis: “Heavy exposure to media cultivates illusory perception of reality”
Methods of research
• Content analysis• Social role analysis• Depth interview• Rhetorical analysis• Focus groups• Participant observation
Media studies controversies
• Passive and active audiences
• Media bias• Media decency• Media consolidation