COMM 121 1st Edition Lecture 17Last Lecture Notes Outline:I. Intellectual PropertyII. NapsterIII. Reasonable exceptions to copyrightCurrent Lecture Notes Outline:I. Note from last classII. Models of Media InfluenceIII. Limited Effects Model (LEM)a. Critiquing the Assumptions of LEMIV. Agenda-Settinga. An example: public opinion polls – what’s importantb. Priming & Framing: Additions to the Agenda-Setting ModelV.Understanding Media InfluenceI. Note from last class:See UMass Acceptable Use GuidelinesFor downloading: On Moodle Week 11 (will appear on exam!)II. Models of Media Influence- Two themes: (1) From direct to indirect effect(2) From short term to long term effects- Hypodermic or “magic bullet” theory – asserted that media influence is strong and direct- “Radio panic” – October 31, 1938 New York Times article headlining about radio listeners “many fleehomes to escape ‘gas raid from mars’ Phone calls swamp police of Wells Fantasy”- Quote 1 on week 11 Quote sheetIII. Limited Effects Model (LEM)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.- Limited Effects Model (LEM) – sought to measure media-induced changes in voting and buying- The LEM is critical for understanding “direct effects”- Quote sheet on week 11 (Katz and Lazersfeld 1)- Primary feature of LEM is what they called a “two step flow”:– Media >> 1 >> Influentials >> 2 >> General population– This did not ask very broad questions such as “how did this affect the opinions of the population on gender” but asked very concrete questions such as: how do people buy, and how do people vote?a. Critiquing the Assumptions of LEM1. Effects measured were short-term: what about long-term influence? Might media be more influential over the long term?2. Studies only looked at changes in attitudes and opinions (and voting and buying behaviors). But, how do people come to have those opinions that don’t change?- Best answered with “ideology” and “cultivation” (we will go over these in the following lecture(s))IV. Agenda-settingFrom Croteau & Hoynes (textbook) p. 237:Bernard Cohen (1963) claimed that the news “may not be successful in telling people what to think, but it is stunningly successful in telling its readers what to think about” (p. 13) Creates an AGENDA of issues through the selection of some issues over othersa. An example: public opinion polls - what’s important- Public agenda very much influences by media agenda- The decisions that news media make have a lot of power over what they public deems to be most relevant- This is where things begin to get more complicatedb. Priming & Framing: Additions to the Agenda-Setting Model- Agenda setting function of media makes certain issues more salient at particular times– Ex. Public opinion polls and judgment of political candidates- Priming – “involves mass media attending to certain issues or aspects of an issue, thereby increasing the sensitivity of audiences to the significance of such information” (C & H, p. 238).Priming also involves Framing – how media place messages within particular contexts in order toorganize information and make it intelligible.Social WorldSocial WorldMedia Industries create MEDIA AGENDAMedia Industries create MEDIA AGENDAMedia Audiences and Users create PUBLIC AGENDAMedia Audiences and Users create PUBLIC