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UI JMC 1100 - Media Effects Today (cont.)
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JMC 1100 1st Edition Lecture 3 History of media effects, part 2Media Effects Today- U of Wisconsin budget cutso Gov. Walker’s plans slashes $300 million from school Other governors watching his move, might affect us here at Iowao Provides $220 million for new bucks arena Millionaires giving money to other millionaires, news screams about this.- The movie “Selma”o If we don’t speak about our problems, no one will Why do I care?Last timeo Gutenberg- 1900o Little concern about media effectso 1900s- Movies and newspapers create mass media as a concepto Payne Study- powerful effects model (magic bullet; hypodermic needle)o Inject our minds with messagesTodayo Radio storms the nationo Powerful effects under fireo Opinion leaders and the two-step flow of informationo How we get and trust the information we get1930’s: Radio= Family Friendo Great depression fuels radio popularityo 60% of people in the us owned a radioo Unemployment meant no way of going to entertainmento Centerpiece of morning/ evening entertainmento FDR and “fireside chats”o Sooth the nation, weekly show that still happens. Tells the nation his plans.o Programs in place to fix the problem.War of the Worldso Orson Welles (23yrs) produces a radio show based on H.G. Wells novelThese 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.o Goal= increase audience for the “Mercury Theater on the Air”o Also, provide listeners with something new and excitingThe show must go on…o October 30, 1938- Welles broadcast “War of the Worlds” (1 in 4 Americans)o Talked about an alien invasiono Scared many Americans, that didn’t tune in right away, believed it was realAmerica loses its mindo Oct. 30, 1938- An innocent radio program causes national panico People close to the “story” flee their homes and call police and gov’t agencies. Could it Happen Today?o 2009- “Balloon boy” in Coloradoo Entire nation believed boy will fall to his death, wanted to save himo 1999- The Blair Witch Project: made with home cameras and promoted with websiteo $60,000 film earned $140 million, because people were terrifiedo Maryland, had to announce the film was fake, because people were scaredo Actually scared actorso Paranormal Activityo Same idea as Blair Witch, used with home cameras. o People not used to see false things in the mediaStudy #1: The Princeton Studieso “War of the Worlds” Caused a panic because People trusted Radio Informationo Failed to believe news could format report something falseo Similar types of people panickedo Less critical abilityo Less self-confidence and emotionally secureo Strong religious beliefs Because of the second comingLimited Effects Theories Take Overo Key Finding= Not everyone panickedo First direct evidence that people react differently to mass media messageso Limited effects theories= mass media messages don’t influence directlyo More of a trigger that can influence behavior and belifso Key: Media doesn’t tells us what to think….but what to think aboutStudy #2: People’s Choice Studyo Studied voters before 1940 electiono Panel study of 2,400 voterso Strategicallyo Campaigns couldn’t change attitudes, reinforced attitudeso People chose their media for same reason called selective exposureo Same holds true for internet content choices todayo We trust our social networks to provide us informationOpinion Leaderso An opinion leader is:o An active media usero Held in high esteem by their friends and familieso Usually considered an expert in a domainTwo Step Flow: How it happenso Two step flow: ideas flow from the media to leaders then to general publico Opinion leaders: have a lot of influences over what we thing and how we behaveTwo step flow in actiono 2011 study on twitter userso 50% of tweets consumed are generated by 20,000 elite users also..o people like people like them CelebritiesMore evidence against power effectso War propagandao Us in WW1; Nazis in WWIIo Us less successful in WWII (why:) o Ceiling effect- high motivation dampens media effect (people already?)Limited affects theory ruleso TV reveals more types of effects depend on o Messageo Audienceo The medium (chosen media from)Today, effects vary betweeno Macro vs Micro levelo Macro how it effects you as an indivualo Content specific vs diffuse generalo Violent content makes you more aggressive (content)o Overall effect of the medium (diffuse general)o Watching tv, not working outo Attitudinal vs. behavorial/cognitive effectso Does your attitude change because of mediao Alteration vs stabilization of opiniono Does it change the way your mind works?Conclusiono Limited effects= media does not finluence people equally or ina powerful wayo Opinon leaders drive our media beliefso People also selectively expose themsevesl to content that agrees witht


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