Media Effects mind pollution/viewer effect mind pollution/viewer effect(generally/individually) Does media determine our Does media determine our behavior?

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Presentation transcript:

Media Effects mind pollution/viewer effect mind pollution/viewer effect(generally/individually) Does media determine our Does media determine our behavior? behavior? Should we be concerned? Should we be concerned?

Information Sources 66% of us…mostly from TV 24%…mostly from newspapers

Common Assumptions mind pollution mind pollution moral degradation moral degradation dumbing-down dumbing-down destruction of family values destruction of family values

Alternate Concerns class issues class issues stereotyping stereotyping socialization/homogenization socialization/homogenization amount of viewing amount of viewing advertising advertising blurring fiction/reality blurring fiction/reality

Audience passive/active viewer? passive/active viewer? Semiotics (Science of Signs) Semiotics (Science of Signs)-or- same text/different messages? same text/different messages?

Quantitative Models deterministic/collective deterministic/collectiveorientation sample surveys sample surveys manipulating variables manipulating variables measuring responses measuring responses generalized conclusions generalized conclusions

Qualitative/AnalyticalModels active viewer active viewer constructing meaning constructing meaning experential context experential context

Quantitative mid 1950’s mid 1950’s social sciences social sciences mass audience mass audience Media as collective act Media as collective act subjects not agents subjects not agents

Qualitative mid 1970’s mid 1970’s film studies/humanities film studies/humanities TV/radio as collective, TV/radio as collective, though individual act individual reception individual reception

Why Individuals? gender gender race race sexual orientation sexual orientation economic orientation economic orientation political/philosophical political/philosophicalorientation

Active Reception measuring measuring sifting/sorting sifting/sorting rejecting/accepting rejecting/accepting

Selectivity/Reinforcement attending to/rejecting attending to/rejectingmessages strengthening/altering strengthening/altering existing ideologies

Identification Identification Reception Theory text/receiver/decode text/receiver/decode infinite meanings infinite meanings receiver’s context receiver’s context

News Gatekeeping Gatekeeping total news vs. newscast time Journalistic judgement Journalistic judgement Agenda Setting Agenda Setting status conferral

1. newscast restricted time 2. perception of reliability 3. staging/pseudoevent/ sensationalism 4. arousal/audience memory Four Factors

Entertainment fiction/reality fiction/reality stereotyping stereotyping kids kids imitation imitationdirect/predispositiondesensitization cultivation theory context