Basic Media Effects Based on Based on Selected Definitions for Work in Communication and Media Studies Steven Tötösy de Zepetnek Note: Terms in the glossary are from various sources, including Mick Underwood's CCMS: Communication, Cultural and Media Studies.

Socialization How we learn society’s How we learn society’s –Norms – what society believes is normal  Women wear dresses, men don’t. –Scottish Kilts? –Values – right and wrong  Which laws are the real ones? –Culture – beliefs, symbols, heroes/villains, rituals, goals, attitudes  The American Dream

Labeling Defines what is Defines what is –Acceptable –Deviant Usually connected with consensus and socialization Usually connected with consensus and socialization

Consensus Generally shared agreement Generally shared agreement Creates notion of “right” and “wrong” AND “good” and “evil” Creates notion of “right” and “wrong” AND “good” and “evil” Also creates notions of “beauty,” “intellect,” “faith” and more Also creates notions of “beauty,” “intellect,” “faith” and more Also establishes and encourages specific deviance Also establishes and encourages specific deviance –Those who go against the norm –Usually encouraged into specific genre by media

Hegemony Dominance of one group over another Dominance of one group over another Power relationship Power relationship Usually seen in the media as CULTURAL HEGEMONY Usually seen in the media as CULTURAL HEGEMONY –News Anchors –Sitcoms

Actuality The “facts” as they “happened” The “facts” as they “happened” Refers to footage for tv/film/etc. Refers to footage for tv/film/etc.

Catharsis Purges spectator of strong emotion Purges spectator of strong emotion –“The good cry” –“I need a laugh” Watching aggressive media makes a person get rid of aggressive ideas Watching aggressive media makes a person get rid of aggressive ideas King, “Why We Crave Horror Movies” King, “Why We Crave Horror Movies” –The idea/belief/issue is already within. We need to get it out.

Desensitization Constant media exposure makes viewers less sensitive to real suffering Constant media exposure makes viewers less sensitive to real suffering –NOTE: This is NOT arguing that it will make people more likely to cause suffering Examples: Examples: –Suicide attempts in Stranger Than Fiction –America’s Funniest Home Movies

Closure We fill in the gaps of missing information We fill in the gaps of missing information –Ex. Bleeps in songs/trailers DOES NOT just refer to missing words, can also include missing ideas DOES NOT just refer to missing words, can also include missing ideas –They don’t say that a character is bad in the trailers, but we can usually tell

Agenda Setting Determines what will be discussed and what won’t be Determines what will be discussed and what won’t be Determines order of importance Determines order of importance Often determines which issues go into public debate Often determines which issues go into public debate

Copycat Effect AKA imitation effect, contagion effect AKA imitation effect, contagion effect Media creates “epidemic” of behavior Media creates “epidemic” of behavior –Ex. Jackass –Ex. Swine Flu –Ex. Japanese Suicide Trends

Cultural Imperialism Western Culture is pushed through Western media as preferable or better than Eastern culture Western Culture is pushed through Western media as preferable or better than Eastern culture Creates us v. them Creates us v. them –Ex. Capitalists v. Communists –Ex. American women’s fashion v. Middle Eastern women’s fashion

Gatekeeping Media selects or rejects Media selects or rejects –events –Ideas –Representations Ex: News at night. What is the lead story? Which stories are chosen? Ex: News at night. What is the lead story? Which stories are chosen? Above the fold, below the fold Above the fold, below the fold

Preferred Reading AKA Dominant Reading AKA Dominant Reading The interpretation that society has consensus regarding The interpretation that society has consensus regarding –Ex. Simba=good, Scar=bad –Ex. Martha Stewart=acceptably nutty, Charley Manson=criminally nutty

Semiosis What is semiosis? What is semiosis? –The interpretation of the signified and sign sent by the signified and interpreted by the recipient/audience