What do you think? 1. Does TV/film violence cause people to be more violent? 2. Do TV ads unduly influence children? 3. Do the media affect the way people vote in national elections?

Should…. 4. TV/film producers lessen the violence aired? 5. TV/film producers be held accountable for violent behavior? 6. Children’s advertising be lessened or controlled? 7. Political material carried by media be controlled?

MEDIA EFFECTS Early Theories Magic Bullet or Hypodermic Needle

MEDIA EFFECTS Magic Bullet Effect is or DIRECT SIMPLE Early Theories Magic Bullet Effect is or DIRECT SIMPLE Hypodermic Needle Payne Fund Studies, 1929

MEDIA EFFECTS Early Theories Cantril Study

Cantril Study broadcasts differently MEDIA EFFECTS Early Theories People interpret Cantril Study broadcasts differently War of the Worlds Broadcast, 1938

MEDIA EFFECTS Early Theories Lasswell Model, 1948 Asked five questions: Who? Says What? On Which Channel? To Whom? With What Effect?

Television’s Effect on Children Major Studies TELEVISION IN THE LIVES OF OUR CHILDREN, 1961 First report that children spend more time with TV than school Different children show different effects No serious problems with TV

Television’s Effect on Children Major Studies TELEVISION AND SOCIAL BEHAVIOR 1971 TV violence may lead to aggression in some children

Television’s Effect on Children Major Studies TELEVISION ADVERTISING TO CHILDREN 1979 Called for ban on ads to very young Many children don’t distinguish between programs and ads By 6th grade children distrust ads

Television’s Effect on Children Major Studies TELEVISION AND BEHAVIOR 1982 Televised violence can contribute to aggression (but can’t tell in whom or why) Heavy viewers more fearful, less trusting Cont.

Television’s Effect on Children Major Studies TELEVISION AND BEHAVIOR 1982 Continued Children who watch constructive programs more likely to act responsibly

Media’s Effect on Politics Major Studies PEOPLE’S CHOICE 1940, Radio, F.D. Roosevelt Researchers followed 3,000 voters 6 months 8% converted by media 53% reinforced by media 14% activated to vote by media Cont.

Media’s Effect on Politics Major Studies PEOPLE’S CHOICE 1940, Radio, F.D. Roosevelt Continued Family and friends had more effect than media Opinion leaders provide/shape information

Media’s Effect on Politics Major Studies THE UNSEEING EYE: THE MYTH OF TELEVISION POWER 1976 7% were manipulated by ads 16% were influenced by ads Similar results to People’s Choice

Media’s Effects on Politics Widespread belief that media has changed elections and election politics since 1960 televised debates. vs.

Media’s Effects on Politics BUT No evidence exists to show media has changed voting behavior of large groups.

Media’s Effects on Politics Dependence on TV – National Elections Reach large numbers quickly Distances candidates from direct public contact Expensive

Effects on Politics COST 1984 GOP spent $23.9 million Democrats spent $21.5 million 1996 Both parties spend $40 million apiece. COSTS HAVE DOUBLED IN 12 YEARS

EFFECTS ON POLITICS Swing Voters Television effects millions of “swing” voters who have a “mild but open interest in dominant developments.” Respond to what they see and hear Reach conclusions on widely shared common experience Wait for critical concern Need ease of participation.

EFFECTS ON POLITICS Exclusion WHO GETS LEFT OUT? Those who can’t raise huge sums of money (or those who don’t have it to begin with) Those who don’t look good on TV

EFFECTS ON CULTURE Spiral of silence

EFFECTS ON CULTURE No Sense of Place — Joshua Meyrowitz, 1985 TV blurs distinction between men and women and children and adults. More topics enter public dialogue.

EFFECTS ON CULTURE California Assessment Program, 1981 Correlation between hours spend watching TV and poor reading, math and writing scores

EFFECTS ON CULTURE Women’s roles Minorities Alternative Lifestyles

Effects of Pornography No convincing evidence of harm Major Commissions COMMISSION ON OBSCENITY AND PORNOGRAPHY 1970 No convincing evidence of harm

Effects of Pornography Pornography does cause harm Major Commissions REPORT OF THE ATTORNEY GENERAL’S COMMISION ON PORNOGRAPHY (Meese Commission, 1986) Pornography does cause harm

MEDIA AS AGENDA SETTERS: MEDIA EFFECTS Recent Studies Different people in different environments react to the media differently. MEDIA AS AGENDA SETTERS: Media don’t (can’t effectively) tell us what to think, but… …do tell us what to think about.

1984

1984