1. Media Effects
Socialization

2. Media Socialization Theories
Strong media theories
Weak media theories
Purposive Audience Theories
Active Audience Theories
Processing Media Content

3. Culture Components of culture: Socialization symbols beliefs values
norms
Socialization
process by which components of culture are transmitted from one generation to the next

4. Strong Media Theories Hypodermic Theory
Media is sufficiently insiduous and powerful to inject whatever message it wants into the “body politic”
Women, children, and other “vulnerable” populations may need special protection
Particularly common to see versions of this whenever new media are introduced (e.g., movies, television, rock/rap music, internet)
Tends to lead to calls for government regulation/intervention

5. Strong Media Theories Cultivation Theory
Exposure to particular media forms is positively correlated with influence of those forms
That is, the more television viewed, the greater the likelihood that the viewer will come to accept that the televised world is a representation of the real world
People who inhabit an environment that mimicks or conforms to the dominant medium of choice are more susceptible to messages and more easily influenced

6. Weak Media Theory
Other approaches argue that the Strong Media theories overstate the influence and power of media
In particular, these studies emphasize factors that help “mediate” the relationship between the media and the people

7. These mediating factors include:
Government
People
Media
These mediating factors include:

8. Weak Media Theory Importance of Preexisting Conditions
Selective Exposure
people choose media that already conform with or confirm preexisting views, opinions, or inclinations
Selective Perception
people perceive media information according to preexisting beliefs, opinions, inclination
Selective Retention
people recall content that that is consonant with views and preferences

9. Weak Media Theory Interpersonal Dissemination Group Membership
Content of communication is disseminated and influenced by:
friends, family, shared interests, and opinions
Group Membership
Understanding and perception of media content is influenced by prior group conditioning that provide context for that understanding and perception
e.g., religious, racial, political, geographic, age, gender

10. Weak Media Theory Opinion Leaders Economics
People often do not digest information directly, but have it processed by “opinion leaders” who provide context, cues, and meaning for audience
Economics
Due to economic constraints, media tend not to broadcast, publish, or disseminate views that are likely to be rejected or questioned by large segments of the population

11. Purposive Audience Theories
Uses and Gratification Approach
People turn to media for a variety of reasons beyond information gathering (uses)
People choose media, then, based on needs of the moment (gratification)
e.g. emotional release (diversion) stay informed (surveillance) reinforce personal identity

12. Purposive Audience Theories
For example, studies of televsion viewing show that television serves a variety of uses and satisfies a range or gratifications:
environmental (background noise, companionship, entertainment)
regulative (punctuates time, activity, talk patterns)
communication facilitation (illustrate experience, enter conversations, reduce anxiety, set agenda for talk, clarify values)
affiliation/avoidance (family solidarity, relaxation, conflict)
social learning (decision-making, value transmission, information dissemination, substitute schooling)

13. Purposive Audience Theories
Attention to television, then, will vary on the context in which it is being viewed and the specific needs/intentions of the viewers attending to it
The “message” of any programming, is just as likely to be distorted, changed, ignored as much as it is to be absorbed

14. Purposive Audience Media Systems Dependency
To understand media influence, we need to understand the divergent “needs” of people to fulfill their lives (beyond basic biological necessities):
understanding
orientation
play
Given these needs, we can identify six “dependency relations” between people and the media

15. Purposive Audience Theories
Media Systems Dependency
self understanding
social understanding
action orientation (what to buy, how to dress, etc.)
interaction orientation (how to handle social situations)
solitary play
social play

16. Purposive Audience Theories
In both U&G and MSD, people use the media to fulfill certain needs and goals
Both are socio-psychological approaches in which studying individuals (in the aggregate) is viewed as the best way to study broad social processes

17. Active Audience Response Approach
Focus is on how people comprehend and interpret media conent
Comprehension may differ sharply from the intentions (stated or implied) of the media
Referential - relate program/content to reality
Metalinguistic/critical - recognize program/content as media construct and examine these various components in addition to the “message”

18. Processing Media Content
Attempts have been made to explain the differences observed in these theories by focusing on how people process the content they experience

19. Processing Media Content
Schematic Thinking
A “schema” - cognitive structure consisting of organized knowlege about situations and individuals that has been abstracted from prior experience
e.g., negative views on government, big business as corrupt, democracy is great
These schema enable people to extract and incorporate the information they consider imiportant
Note, then, without schema, people are less likely or even unlikely to absorb the information that will allow them to understand these areas; and in these situations, they are more likely simply to reflect media content directly

20. Processing Media Content
Constructionist Approach
People operate from a core of “common knowledge” that guides interest in, and attention to, media fare
This core consists of “frames” which people use to convey, interpret, and evaluate, information

21. Processing Media Content
Constructionist Approach
This sets up possibility (probability) that individual frames will differ from media framing of an event
e.g., personal interest and morality
political vs. apolitical framing

22. Processing Media Content
All of these theories depend, at least in part, on recall, that is, the ability for people to remember what information they just received
Factors influencing recall:
demographics (education/income)
motivation
background knowledge
visual vs. textual
compilation pace and presentation
detail vs. general patterns

23. Learning Theories
Given this importance, we need to understand or at least have a theory for understanding, how learning takes place
One sense of learning would be the acquisition and retention of new knowledge
But how does that take place?
To what extent is learning “stimulus determined” and what extent is it “perceiver determined”?

24. Learning Theories Stimulus Determined Perceiver Determined
mental image reflects the actual stimulus senses have absorbed
Perceiver Determined
mental image is shaped by what the individual already know/believe

25. Learning Theories
On the other hand, information about aspects/events that are not widely known (and thus individuals are unlikely to have any preconceived content) are open to stimulus-determined images
Media framing then becomes crucial to how the images are going to be perceived, and thus stored for future use

26. Learning Theories
But keep in mind that all these studies are laboratory based and we need to bear in mind the transitory influences of actual media consumption
That is:
attention
context (social setting)
quality/content of story (style impacts learning)
credibility

27. Learning Theories
In political studies of attitudes towards candidates/parties in an election, we find that most people are largely “perceiver” determined
that is, they absorb the events of the campaign (e.g., the candidates, the issues, the race) through a filter of predetermined dispositions