JMC 1100 1st Edition Lecture 24Media Uses and Effects. The World of New MediaEffects are more powerful today- We are adopting new media technologies faster than domestic technologies of the past- Need to Have factor greater than evero Everyone wants to keep up with each otherWhy is this happening?- Some innovations didn’t offer clear differenceo Example: dishwashers vs. hand washingo Not worth price for most families in the 1960’s- Media technologies offer clear advantageso Rate of innovation greater from model to modelo Moore’s Law= microchip power 2x every 18 monthso Telephone vs. Smart Phone (weather, sports, etc). IPhone= more computing power than NASA in 1969Speaking of which…the World’s Greatest Wonder- Idea formed in the 1960’so U.S. Military wanted a decentralized communication system in case of nuclear war- 1970s-1980so Birth of the World Wide Web Took off when academics began to share research Tim Berners- Lee creates “web” of connections between documents and servers to start modern Internet The Internet is Born- 1993- Internet goes “Viral”o Development of Internet Service Providers (ISPs)o Eruption of online services and websites  AOL, Hotmail, Yahoo- But, people still clueless about new systemo The Today Show from 1994Two Schools of Thought: 1st- the internet is good socially1. Social information processing theorya. Internets verbal cues able to help people develop intimate relationships b. Skype and Face time allow non verbal cues as wellThese 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.2. Social Augmentation Hypothesisa. People should use the number of “web” networks to interact with more people in more waysb. Would help counter feelings of isolation2nd- the Internet is bad socially- Addictive use of Internet can cause depression - Several studies link Internet use and lonelinesso More Facebook use= less feelings of happiness throughout the dayOnce Truth: Internet fulfills social needs- Meetup.como Connects people with similar interests- SugarDaddie.com and SeekingArrangement.com o Does the same…in a different wayMix of attributes approach method (Eveland)- Not a theory- mix of effects based on Media’s multidimensional features- Method to categorize media in terms of common set of attributes- Therefore the effects of new media occur in the context of older media The Six Media Attributes1. Interactivity- the extent to which media are able to achieve or encourage interactivitya. One way interactivei. TVb. Two wayi. Phone2. Structure- how content or media is organized (way it connects/ operates)a. Linear structurei. TV, Radio, Newspaperb. Non-Lineari. Internet, Hyperlinks3. Control- the extent to which you can easily change the pace, order, and amount of content presented to youa. Lower Controli. Newspaper, Magazines, Televisionb. Higher Controli. Internet 4. Channel- The extent to which information is presented visually, acoustically, or both?a. Audioi. Radio is acoustic b. Visuali. Newspaper visualc. Audiovisuali. Internet, Television5. Textuality- The amount of information that is presented in text forma. Low texti. Televisionb. High texti. Newspaperc. Mixedi. Internet 6. Content- The actual topics covered by mediuma. Are certain topics more influential through specific media?b. Current eventsi. Radio, newspaperc. Entertainment/ News Mixi. Television, InternetApplying Mix of Attributes- If we understand the attributes of a medium, we can understand the potential effects of that mediumo How we learn political information What are the differences between print and online news?Effects of New Media on Knowledge- Influence of new attributes on how we learno Newspaper= linear, lots of text, little control o Online news= non linear, lots of text and visuals, lots of control- How could this influence our learning?- Results: o Newspaper retain factual informationo Online news sources= factual knowledge but also our ability to connect facts (integrated knowledge)- Internet users rewires our brains for less short-term memory (called Neuroplasticity)o Why remember something you can find