JMC 1100 1st Edition Lecture 10Media Uses and EffectsEffects of the News: Telling us what to think about?Media TodayI. Life Imitates Arta. U. of Illinois- Chicago student decides to reenact “5o Shades”b. Ex- friend didn’t want to do itc. Judge: “How can someone….let a movie persuade him to do…this?”Last Time…II. Began discussing effects of news presentationa. Gatekeepingb. Hostile Media Phenomenonc. SelectivityHow Media Influences SocietyIII. Agenda- Settinga. More coverage of an issue = more importance in the minds of the publicb. Gatekeeping= WHAT; Agenda Setting = How MuchBased on the Idea..IV. Public doesn’t have ability to know all and must rely heavily on the media (Walter Lippmann)V. We are all Cognitive Misers.a. We consume just enough information to get through our daily life. Core of Agenda Setting:I. News media doesn’t tell people what to think, but what to think about.Chapel Hill Study (McCobms/ Shaw, 1968)II. Tested Chapel Hill, NC voters on their views of issues (ex. Civil rights) for 1968 Presidential Race (Nixon vs. Humphrey)III. Found media emphasis = public perception IV. Horse- Race coverage = false perceptions of the candidates (leader must be best) Pew Center for the People and Press- May 22, 2012ZuckerConfirms itI. His study (1978) found news coverage did increase prior to public opinion increase (confirmed agenda settings)II. BUT study found personal experience filters and could override media emphasis. 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.Key= Nature of the IssueI. Unobtrusive Issues- those with which we have little to no direct experiencea. Ex. Climate change, Chinese pollution, etc.b. People more reliant on media informationExperience can FilterII. Obtrusive Issues- those the public experience directly (unemployment, crime, taxes, tc.)a. Agenda setting does NOT occurb. Instead, public may be influencing media agendac. Ex: if you like a brand of pizza, you won’t believe bad press about that pizza. Agenda Setting ProblemIII. It’s very difficult to show cause- and – effecta. Social scientists: media reality = more powerful than previously expectedWhy does agenda setting matter?IV. By emphasizing some issues and essentially disregarding others, new media is focusing on specific considerationsa. Individuals who pay a great deal of attention to the news media are only learning about some issues.V. Implications for public opiniona. News broadcasts and articles tell us what issues to think aboutNext Step: FramingI. Framing: using a set of expectations about how the world works to make sense of (social) situations (Goffman, 1974) a. Supplies a context and helps define the issue (how/why)b. Helps us understand and interpret by simplifying experience Framing: In EssenceII. Central organizing idea that supplies the context for an issueIII. Process of selecting and emphasizing certain aspects of messages through key words and phrases, or visual images. Benefits of Media FramingI. Media use cues to help us know how to interpret messagesa. Though cues, frames simplify message production- rather than telling a story in an hour, can “tell” a story in 30 secondsb. But can present stories without the proper contextWhere Frames Come From?II. Journalists and Editors: news producers may favor one side or the other due to bias or time restrictionsIII. Lobbyists/Public Relations Professionals: Job means creating favorable image for an organization and its products“Framing” the IssueI. Lack of media context can misrepresent issues for readersDangers of FramingII. Role of Emotiona. Images that provoke anger and fear are remembered easierb. Violent images= more involvement with storiesc. Negative news stories increased memory of news (Lang, Newhagen and Reeves) Results of Media FramingIII. Students prefer to get their news from the Daily Show (context vs Hype)IV. On Democracya. Attack ads make people think politics is complicatedb. Makes them believe their vote wont’ make a differenceConclusionI. Process of selecting and emphasizing certain aspects of news messagesII. Framers help audiences understand and interpret