JMC 1100 1st Edition Lecture 9Media Uses and EffectsThe Power of What We WatchMedia TodayI. “King” of Revenge Porn convicteda. Hunter Moore, 28, faces up to seven years in prison II. Girls up-end Gaming Worlda. “Tampon Run” lets players shoot tampons at enemiesb. Based on real incident in Texas i. Court house wouldn’t allowed Tampons in, but allowed gunsLast TimeI. Importance of Public OpinionII. Connecting media toa. Conformityi. Melgrams testb. Spiral of SilenceIII. 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 livesII. Started with Storytellinga. Africa, Europe, and the AmericasIII. Problem: You have to remember, really, really wellCaesar Gets it started…I. 59 BC Roman Emperor Julius Caesar creates the first public posted news.a. ActaSenatus- Written details about Senate discussions and policyb. ActaDiurna- written details of daily life, Caesar’s family, and other social events sent to the corners of the empire= First NewspaperThen Merchants Take Over…II. 1400-1600 Sailors and merchants create popular, hand written journals to track prices of goods at European portsGermans mass produce itIII. 1600- Germans use printing press to produce first mass produced price journalsThese 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 theUSMedia: “4th Estate” that drives Public OpinionI. Satisfies our Need for Cognitiona. Helps us understand and create meaning of the information and events in our societyb. High= like to think/ strong desire for news about politics c. Low= less personal opinion/ more likely to take populist views on issuesHow Media Influences Public OpinionII. Gatekeeping Theory- Media determine what we read and discussIII. Gate #1:a. Facts, events, information occurs  Media decides to cover or notIV. Gate #2a. Issue Worth Covering  How much time/ spaceV. Gate #3(Gatecrashers Unite)a. People show interest in subject (trending, tweets, Facebook likes, etc.)  Media take interest/ cover related storiesLippmann and the Media Perception ProblemI. Walter Lippmann, former journalist, worked for US propaganda efforts in World War I. II. Found Propaganda worked because people reacted based on “stereotypes”of the worlda. He defined modern idea of stereotype. Lippmann makes historyI. 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 actorsLippmann’s ProofI. Reality = PerceptionII. Hostile Media Effect (Phenomenona. 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 themii. No one could win. Different Media/ Different MessagesI. Nixon versus Kennedy (close eyes)II. Radio= Nixon won debateIII. T.V. = Kennedy won debateMo’ Media, Mo’ ProblemsI. Dual Coding Theory: images processed differently than verbal messagesII. Gunter: Photos change what people think they readIII. Story about climate change…or new shipping routes? a. Could be either, depends perspectivePhillips and the Werther EffectI. Stories about suicide trigger more suicide attemptsII. Facebook parties and realityPeople Choose their Media1. Selective Exposure- choosing media channels that agree with your views and ignoring those thatdon’t2. Selective Perception- Perceiving information through your own desires and attitudes3. Selective Attention- Viewing messages that fit your worldview and ignoring those that don’t4. Selective Retention- Remembering information that fits your worldview and forgetting what doesn’t. The Other Problems with MediaI. Lippmann- Press serve other interests, not the public good. Business of “4th Estate” = profitII. The Mouse that Roareda. Ownership Stakes of the Walt Disney Corporation. b. 142 billion Media Empirei. Made $45 billion last year with $7 billion profitii. Mouse has $4.4 billion in his mattressc. 175,000 Employeesd. Part owner of Hulu and TV stations in New York, Chicago, Philadelphia, and other citiesConclusionI. Power of Mediaa. 4th Estate: public or profitb. Gate keepingc. Control of