JOUR 3475 1st Edition Lecture 5 Outline of Last Lecture I Convergence II Product Placement III Effects a Intended b Unintended IV Opposition to Product Placement V First Amendment Issues VI Branded Entertainment Outline of Current Lecture Consumers of Poplar Culture I II III IV V How powerful is media a Transmission model b Cultural model c Critical cultural perspective Direct bullet effect a Indirect effects Cultivation Theory a Uses and gratification model Processing Messages a Manipulation Vs Persuasion b Social Learning Theory Violence in the Media a Media Industry b Dealing with violent media Current Lecture Critical Questions when studying popular culture Do violent images cause people to become more violent Does the media have a major effect on peoples behavior Media as Shaper approach Media content changes our culture and society These 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 VS Media as Mirror approach Media content reflects society and culture How powerful is media Do media create stereotypes or are they reflecting stereotypes Ongoing Process reflection of both Transmission Model Harold Lasswell 1948 Who sender Says what message In which channel Medium to whom recipient With what effect Media Effects research emphasizing understanding media through empirical means quantitative model Cultural Model Historically shared meanings rituals traditions etc Individually created meanings Social construction of reality New shared meanings Culture is constantly changing Critical Cultural Perspective How meaning is generated by mass media Relies on narrative analysis textual analysis semiotics etc Psychological Constructs Behaviors attitudes Cognitions beliefs affect emotion Direct bullet Effect Media Behavior Media directly influences behavior it just happens like a reaction Message attitude behavior ex Jackass TV show Limited Effects selective exposure Media opinion leaders attitudes behaviors Indirect Effects Message cognitive attitudes behavior First effects the beliefs then attitude Cultivation Theory Message Cognitive attitude Behavior The more people watch T V Media the more they believe that the world is a bad place Other individual level media effects Emotional Response Laughing Moods longer term people watch certain things to change their mood comedy etc Uses and Gratification Model assumptions 1 Audience is Active media use is goal oriented 2 People are aware of their needs and actively use media to fulfill them entertainment escape Uses and Gratification Enjoyment Surveillance what Social Identity Information Interpretation why Processing Messages The relationship between what the creator of a message intended to mean encoded message and what the audience understands it as decoded meaning Each person interprets things differently Why are we so concerned with violence Message Long term memory short term memory outcome accept message Manipulation Vs Persuasion Manipulation one entity an advertiser can use a method an advertisement to make another entity an audience member do something involuntary buy a product that the entity would not normally do Persuasion the advocacy of a specific point of view of one entity an advertising commercial provided to another entity audience member for second entity another audience member to evaluate Third party effect Who are the fragile or vulnerable consumer Children Children media as a socializing agent Socialization they learn from everything Social learning theory Children see something and mimic it Don t have cognitive resources to know right from wrong TV as educator and socializing agent what are the beliefs they are acquiring TV as a peer proxy kids watching TV and using computer more than actually playing and going outside Why Limited personal experience to draw on Limited persuasion knowledge Unable to provide counterargument parents provide context Violence in the Media Do violent images have an effect on us o Video Games o Reality Television o Horror Films Not everyone agrees on what violence is Oxford dictionary defines violence as any behavior involving physical force intended to hurt damage or kill someone or something Media Industry Movies TVs news advertising internet and games Why do people watch violent movies shows video games etc o Fantasy leave your troubles behind Dealing with TV violence has been persistently confounded by several problems 1 2 3 4 5 Defining violent content based on personal experience Determining which TV programming to regulate Free speech Don t watch it If you don t want to see it Failure to use ratings and v chips Concern regarding empirical research results