1. THE MEDIA OF MASS COMMUNICATION 11th Edition John Vivian
PowerPoint™ Prepared by Amy M. Carwile
Texas A&M University at Texarkana
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2. Chapter 13: Mass Media Effects
Thematic Chapter
Overview
Media Effects
Media & Democracy
Media & Culture
Media Globalization
Elitism & Populism
Media Economics
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3. Effects Theories Bullet Theory Minimalist Effects Theory
Cumulative Effects Theory
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4. Bullet Theory Powerful Effects Theory W.P. Davidson Walter Lippman
“pictures in our heads” (Public Opinion, 1992)
Harold Lasswell
W.P. Davidson
Third-Person Effect
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5. Minimalist Effects Theory
Two-Step Flow Model
Opinion Leaders
Multistep Flow
Status Conferral
Agenda-Setting
Maxwell McCombs & Don Shaw
Not “what to think” but “What to think about”
Narcoticizing Dysfunction
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6. Cumulative Effects Theory
Elisabeth Noelle-Neumann
No one can escape the media or the media’s messages
Spiral of Silence
Majority viewpoints are continuously shared
Minority viewpoints are stifled
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7. Give an example of the spiral of silence and explain how it worked.
In our cultural folklore, the bullet theory of mass communication effects remains alive and well. Identify an example in your recent experience and assess it.
What layers of complexity did Paul Lazarsfeld add to our understanding of the effects of mass communication?
Give an example of the spiral of silence and explain how it worked.
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8. Lifestyle Effects Socialization Living Patterns
An 18-year-old has spent more time watching TV than any other waking activity
Prosocial
Living Patterns
Intergenerational Eavesdropping
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9. Why is mass communication a growing issue in child development?
What examples can you offer of mass communication reflecting lifestyles? How about the opposite – lifestyles reflecting mass communication?
How has modern media content eroded the innocence of childhood?
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10. Attitude Effects Influencing opinion Role Models Stereotypes
Agenda-setting and Status conferral
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11. How frequently does mass communication trigger sudden and drastic changes in public opinion?
Although media-perpetuated stereotypes can be false, misleading and damaging, stereotypes are nonetheless essential in mass communication, why?
How does mass communication wield power through status conferral on some issues and neglect others?
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12. Cultural Effects Values Cultural Imperialism Historical Transmission
Paley Center for Media
Vanderbilt Television News Archive
Contemporary Transmission
Diffusion of Innovations
Cultural Imperialism
Herbert Schiller
Post-Schiller Revisionism
Transcultural Enrichment
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13. How does mass communication connect us to the past, as well as help us resolve diverse contemporary values?
Can transcultural communication be enriching even if also imperialist? Why or why not?
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14. Behavioral Effects Motivational Messages Subliminal Messages
Sigmund Freud
Ernest Dichter
Motivational Research
Subliminal Messages
Jim Vicary
Subception
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15. What in the mid-20th century American experience contributed to the belief that mass communication can trigger radical changes in our behavior?
Why does the fraudulent research of Jim Vicary persist as urban legend?
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16. POINT
Media give voice to strongly felt and well-defined views at either end of the immigration policy spectrum.
COUNTERPOINT
Media tend to emphasize crime, crisis or controversy in covering immigration.
This mischaracterizes a massive demographic event that has developed over decades and mostly through legal channels.
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17. Media-Depicted Violence
Learning About Violence
Observational Learning
Media Violence as Positive
Cathartic Effect
Seymour Feshback
Prodding Socially Positive Action
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18. Media-Depicted Violence (continued)
Media Violence as Negative
Aggressive Stimulation Theory
Bobo Doll Studies & Albert Bandura
Catalytic Theory
Other influences
Screen-triggered violence increased if aggression is:
Realistic and exciting
Succeeds in righting a wrong
Includes familiar situations or characters
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19. Media-Depicted Violence (continued)
Societally Debilitating Effects
George Gerbner
On TV: 1 in 10 characters per week involved in violence
Reality: 1 in 100 people per year involved in violence
Media Violence and Youth
Tolerance of Violence
Desensitizing Theory
Violence Studies
UCLA Violence Assessment Monitoring Project
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20. Why do courts refuse to excuse violent criminals who blame their behavior on media-depicted violence?
What variables contribute to a person’s proneness for violence after an experience with media-depicted violence?
How can it be argued that media portrayals of deviant behavior discourage real-life deviance?
What difficulty to researchers have in measuring violent media content?
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