1. Cognitive Approach to Mass Communication M 1/15/08
Dr. Mina Tsay
COM 449, Spring 2008

2. Cognitive Approach Acquisition of knowledge through media experiences
How do our minds create knowledge?
Social reality?
Real world vs. Media world

3. How would you conceptualize…
Mass Communication?

4. Mass Communication Large, anonymous, and heterogeneous audience
Institutional/organizational
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Does a “mass” exist?
Does the definition change depending on media type and use?

5. Mass Communication Research/Theories
Examining:
Content what’s in it?
Exposure how much do we use?
Effects what this does to us
Behavioral performing a behavior after seeing it
Attitudinal positive or negative
Cognitive change what we know or think
Physiological actual changes in body
Third Person Effect Never me or you but them