1. 13. Social and Political Issues Christopher Burnett California State, Long Beach

2. Early Media Effects Studies “Magic Bullet Theory” –Media ideas directly affect people’s behavior –Proven untrue David M. Potter –People of Plenty, 1954 –Advertising dominates our consumer society Marshall McLuhan –The Medium is the Message, 1960s –TV and the “global village”

3. Media Effects Studies Media Effects Research –Analyzes people’s use of media Media Content Analysis –Examines media content The Payne Fund Studies, 1929 –One study focused on the effects of movies on children –Established “magic bullet” theory The Cantril Study –1939, studied “War of the Worlds” radio broadcast –Contradicted Payne findings The Lasswell Model –Who-says what-on which channel-to whom-with what effect? Matias Puga/stock.xchnge.com

4. Lasswell’s Model Illustration 13.1

5. Television and Children’s Behavior TV in the Lives of Children –1961, widespread study of children’s TV viewing and use –Found different effects for different people TV and Social Behavior –1971 government study –Violence and TV –Could not prove connection between violence on TV and violent behavior in children The Early Window –1988, No one, single cause of any social behavior Bill Aron/Photo Edit

6. Children and TV Advertising Television Advertising to Children –1979 Federal Trade Commission report –Average child sees 20,000 ads a year –Average child sees 3 hours a week of TV ads –Many children do not distinguish between ads and programming –TV ads to children who cannot perceive intent is deceptive –Called for ban on ads for young children –By 6th grade, children have learned “global distrust” of advertising Bill Arun/Photo Edit

7. Television & Violence Television and Behavior –1982 National Institute of Mental Health –Compiled 2500 other TV studies –Direct correlation between TV violence and aggression –Cannot be predicted –Heavy TV viewers are more fearful –“Pro social” programming can lead to responsible behavior The “V” Chip and Ratings –Blocking violent content –TV violence ratings Will Hart/©NBC/Courtesy Everett Collection

8. The Media & National Politics Franklin D. Roosevelt –Fireside Chats, 1933 –Radio as national forum –900 press conferences in 13 years The People’s Choice –1940 study of radio’s effect on politics –Media activate people to vote and reinforce already held opinions –“Opinion leaders” help shape other’s opinions Obtain information from media and share it with friends and family “2-step flow” of communication

9. The Media & National Politics The Unseeing Eye –1976 study of media and presidential elections –Political ads have little effect on voters –Only 7% cited ads as major factor in their voting Elections and Television –No substantial evidence of link between TV and voting behavior –Candidates spend up to 60% of campaign budget on ads –TV political ad spending As much as $1.6 billion spent Political Ad Research Dave Einsel/Getty images

10. Presidential Election Advertising Illustration 13.2

11. Mass Media and Cultural Values “Spiral of Silence” –Elisabeth Noelle Newman –Media forms a consensus –Opposing viewpoints become fewer No Sense of Place –1985, Joshua Meyerwitz –Television breaks down distinctions Between men and women Between child and adult Loss of childhood Imageafter.com

12. Mass Media and Cultural Values Television and school performance –1981 California study –Students who watched more TV scored lower Stereotyping Women –Loving with a Vengeance –Tania Modleski –Analyzed gothic novels, Harlequin romances and soap operas –“Male-centered” meaning –“Patriarchal myths and institutions” embraced ABC News Click on image to play video

13. Multiculturalism & the Mass Media Media slow to reflect evolving multiculturalism NY Times content analysis, 1934-1994 –Carolyn Martindale –Nonwhites visible “in glimpses” –Minorities “outside” American Society Content analysis of network TV, 1994-1995 –National Council of La Raza –Only 2% of prime time characters Latino Michael Buckner/Getty Images

14. Use of Ethnic Media Illustration 13.3

15. Gender Issues & the Mass Media Diverse lifestyles and American media –1993 For Better or For Worse comic strip introduced gay character –2005 Dan Piraro’s political cartoons L.A. Law 1991; Ellen 1997 –Lesbian kisses on TV The New Yorker, 1996 –Men kissing on the cover Queer Eye for the Straight Guy 2003 –Possible indications of wider tolerance Matthew Peyton/Bravo” Courtesy Everett Collection “Queer Eye for the Straight Guy”

16. Mass Media & Social Issues Neil Postman’s questions about media messagesNeil Postman’s –What are the main psychic effects of each media form? –What is the main relation between information and reason? –What redefinitions of important cultural meanings do new sources, speeds, contexts and forms of information require? –How do different forms of information persuade? –Is a newspaper’s “public” different from television’s “public”? –How do different information forms dictate the type of content that is expressed?

17. Critical Discussion 1.Even though the “magic bullet” theory of media effects has been discredited, many people still think there is a direct link between media and behavior. Why is the issue more complicated than simple cause and effect? 2.Discuss the role YouTube and the Internet in general is having on political campaigns. How is this role likely to change in the years ahead?