This preview shows page 1-2 out of 5 pages.

View Full Document
View Full Document

End of preview. Want to read all 5 pages?

Upload your study docs or become a GradeBuddy member to access this document.

View Full Document
Unformatted text preview:

JOUR 3475 1st Edition Lecture 5Outline of Last Lecture I. ConvergenceII. Product Placement III. Effectsa. Intendedb. UnintendedIV. Opposition to Product PlacementV. First Amendment IssuesVI. Branded EntertainmentOutline of Current Lecture Consumers of Poplar Culture I. How powerful is media?a. Transmission modelb. Cultural modelc. Critical/ cultural perspectiveII. Direct (bullet) effecta. Indirect effectsIII. Cultivation Theorya. Uses and gratification modelIV. Processing Messagesa. Manipulation Vs. Persuasion b. Social Learning TheoryV. Violence in the Mediaa. Media Industryb. 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 societyThese 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 bothTransmission 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 modelCultural 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  behaviorsIndirect EffectsMessage  cognitive  attitudes  behaviorFirst 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 makeanother 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 (anotheraudience member) to evaluate- Third party effectWho 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 contextViolence in the Media - Do violent images have an effect on us?o Video Gameso Reality Televisiono Horror Films- Not everyone agrees on what violence is- Oxford dictionary defines violence as any behavior involving physical force intended tohurt, damage or kill someone or somethingMedia Industry- Movies, TVs, news, advertising, internet and games - Why do people watch violent movies, shows, video games etc?o Fantasy – leave your troubles behindDealing with TV violence has been persistently confounded by several problems1) Defining violent content (based on personal experience)2) Determining which TV programming to regulate3) Free speech- Don’t watch it If you don’t want to see it 4) Failure to use ratings and v chips 5) Concern regarding empirical research


View Full Document
Loading Unlocking...
Login

Join to view Consumers of Pop Culture pt. 1 and access 3M+ class-specific study document.

or
We will never post anything without your permission.
Don't have an account?
Sign Up

Join to view Consumers of Pop Culture pt. 1 and access 3M+ class-specific study document.

or

By creating an account you agree to our Privacy Policy and Terms Of Use

Already a member?