JMC 1100 1st Edition Lecture 9 Media Uses and Effects The Power of What We Watch Media Today I King of Revenge Porn convicted a Hunter Moore 28 faces up to seven years in prison II Girls up end Gaming World a Tampon Run lets players shoot tampons at enemies b Based on real incident in Texas i Court house wouldn t allowed Tampons in but allowed guns Last Time I II Importance of Public Opinion Connecting media to a Conformity i Melgrams test b Spiral of Silence III Think about how we assess Public Opinion What is News I News information the public uses to connect their community local or nation or make informed decisions to better their lives II Started with Storytelling a Africa Europe and the Americas III Problem You have to remember really really well Caesar Gets it started I 59 BC Roman Emperor Julius Caesar creates the first public posted news a ActaSenatus Written details about Senate discussions and policy b ActaDiurna written details of daily life Caesar s family and other social events sent to the corners of the empire First Newspaper Then Merchants Take Over II 1400 1600 Sailors and merchants create popular hand written journals to track prices of goods at European ports Germans mass produce it III 1600 Germans use printing press to produce first mass produced price journals 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 IV Journals start to include social and cultural information first newspapers in Europe and then the US Media 4th Estate that drives Public Opinion I Satisfies our Need for Cognition a Helps us understand and create meaning of the information and events in our society b High like to think strong desire for news about politics c Low less personal opinion more likely to take populist views on issues How Media Influences Public Opinion II III Gatekeeping Theory Media determine what we read and discuss Gate 1 a Facts events information occurs Media decides to cover or not IV Gate 2 a Issue Worth Covering How much time space V Gate 3 Gatecrashers Unite a People show interest in subject trending tweets Facebook likes etc Media take interest cover related stories Lippmann and the Media Perception Problem I II Walter Lippmann former journalist worked for US propaganda efforts in World War I Found Propaganda worked because people reacted based on stereotypes of the world a He defined modern idea of stereotype Lippmann makes history I Walter Lippmann publishes Public Opinion 1922 II Press held vital role in public life but failed to uphold marketplace of ideas III People irrational uneducated actors Lippmann s Proof I II Reality Perception Hostile Media Effect Phenomenon a Viewers with strong beliefs see bias against their views in neutral media coverage 1982 Stanford Student Study i Result Both Pro Israel and Pro Palestinian students felt media was biased against them ii No one could win Different Media Different Messages I Nixon versus Kennedy close eyes II Radio Nixon won debate III T V Kennedy won debate Mo Media Mo Problems I II III Dual Coding Theory images processed differently than verbal messages Gunter Photos change what people think they read Story about climate change or new shipping routes a Could be either depends perspective Phillips and the Werther Effect I Stories about suicide trigger more suicide attempts II Facebook parties and reality People Choose their Media 1 Selective Exposure choosing media channels that agree with your views and ignoring those that don t 2 Selective Perception Perceiving information through your own desires and attitudes 3 Selective Attention Viewing messages that fit your worldview and ignoring those that don t 4 Selective Retention Remembering information that fits your worldview and forgetting what doesn t The Other Problems with Media Lippmann Press serve other interests not the public good Business of 4 th Estate profit The Mouse that Roared a Ownership Stakes of the Walt Disney Corporation b 142 billion Media Empire i Made 45 billion last year with 7 billion profit ii Mouse has 4 4 billion in his mattress c 175 000 Employees d Part owner of Hulu and TV stations in New York Chicago Philadelphia and other cities Conclusion I II I Power of Media a 4th Estate public or profit b Gate keeping c Control of media