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UA MC 101 - Types and Theories of Media
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MC 101 1st Edition Lecture 3Outline of Last Lecture 1. The telegraph2. The media industry 3. American media appeal4. Foreign media in the US5. Reasons for corporate media growth6. Patterns of ownership7. Types of conglomerates8. Media and governments9. US model10. Media and the audience 11. Early media effect concerns12. Direct and indirect effects model 13. The Payne fund study 14. War of the worlds 15. The people’s choice study Outline of Current Lecture 1. American Soldier Study2. Studies into the effects of TV3. Critical Cultural Model 4. Types of Media Effectsa. Message Effects b. Medium Effects c. Ownership Effectsd. Active Audience Effects 5. Theories of Media and Society a. Functional Analysisb. Agenda Settingc. Uses and Gratificationsd. Social Learninge. Spiral of Silence f. Media Logicg. Cultivation Analysis6. Mean World Syndrome7. Media and Political BiasThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Current LectureChapter 2 (continued…)American Soldier Study - 1942 – film director Frank Capra produced a series of films for the orientation of army recruits; social scientists then conducted “The American Soldier” studies; - They hire Carl Hovland: psychologist; individual differences - Bottom line: what you find is the reception of the messages is vey conditional upon the psychological makeup of the invididual- Measured knowledge and opinions before the soldiers saw the films, assessed changes after seeing the films, and determines that film was a powerful teaching aid for acquiring factual knowledge- Found that films did not have direct, powerful effects- Psychological differences; individual differences - Used control groups: participants who were not exposed to the variable under study Studies into the Effects of TV - Television in the Lives of Our Children was a study by Wilbur Schramm and colleagues at StanfordUniversity in the late 1950s - Thousands of school children and their parents were interviewed, surveyed (through questionnaires and diaries) and tested on how children used TV and how that use affected those children - The study found that some TV is harmful for some children under some conditions; for other children under the same, or other, conditions TV may be beneficial; for most children under most conditions most TV is probably neither harmful nor particularly beneficial; all media began using scientific techniques to determine how best to attract an audience an maximize advertisingprofits - Advertising and public relations agencies established research department that hired media research PH.Ds who sought work outside academia - Joseph Klapper, CBS, Minimal Effects o Head audience researcher at CBSo PHD in research o He says that the media has very minimal effects o Research was very solidCritical Cultural Model - Focus is on how people use media to construct view of the world; not effect of media on people’behavior - Examines creation of meaning and how communication takes place; not survey or experimental results- Who controls the creation and flow of information?Types of Media Effects- Message Effects- Medium Effects - Ownership Effects- Active Audience Effects Message Effects - How are people affected by the content of messages o Cognitive effects  Short term learning of information  Can the media make you aware of something? o Attitudinal effects  Changing people’s attitudes about a person, product, institution, or idea o Behavioral Effects  Inducing people to adopt to new behaviors or change exiting ones; much harder than changing attitudes  Can it make people do something o Psychological Effects  Inspiring strong feelings or arousal in audience members; people often seek feelings such as fear, joy, revulsion, happiness, or amusementMedium Effects- How does the medium used change the nature of the message and the receiver’s response to the message?- What are the social effects of each medium? - “The medium is the message” – Marshal McLuhan Ownership Effects - How does ownership affect the media? o Ex: Russia, they only put out what they want people to know- Do we get different messages from different owners?- How important are the six largest media companies? Active Audience Effects - Audience members seek out and respond to media for a variety of reasons - People can be segmented by geographic, demographics, or psychographics- Looks at audience members as selective consumers rather than naïve victims of the mediaTheories of Media and Society - Functional Analysiso Surveillance of the environmento Correlation of different elements of society o Transmission of culture from one generation to the next o Entertainment - Agenda Settingo The media don’t tell the public what to think, but rather what to think about o Media sets terms of public discourseo But can media determine what people will care about?- Uses and Gratificationso What do audience members attempt to get out of their media use?o And do they receive it?o Possible gratifications  To be amused  To experience the beautiful  To have shared experiences with others  To find models to imitate To believe in romantic love - Social Learningo Albert Bandura: we are able to learn by observing others and the consequences they faceo Like “modeling” in Payne Fund Study o Steps of Social learning  We extract key information from situations we observe We integrate these observations to create rules about how the world operates  We put these rules into practice to regulate our own behavior and predict the behavior of others o Symbolic Interactionism  The process by which individuals produce meaning through interaction based onsocially agreed-upon symbols  “If men define situations as real, they are real in their consequences.” W.I. Thomas - Spiral of Silence o People want to see themselves as part of a majority o They will remain silent if they perceive themselves as being in a minority o This tends to make minority opinions appear less prevalent than they areo But some people like having contrary opinions; others speak out because they care o EX: should children with AIDS be allowed to attend school  There was a survey in NC and most 80% of people said that they should be allowed to But most of those people thought their opinion was a minority opinion When you look at the media you


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UA MC 101 - Types and Theories of Media

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