COMM 10001nd Edition Lecture 21 Outline of Last Lecture I. Network StructuresII. Types of CommunicationA. Downwards CommunicationB. Upward CommunicationC. Horizontal CommunicationD. Informal CommunicationIII. Health CommunicationIV. Early American Campaign EffortsV. Campaigns TodayVI. Information SeekingVII. Other Communicative IssuesVIII. Distance SpanningOutline of Current Lecture IX. Parent-Provider CommunicationX. Disease ExampleXI. Mass CommunicationXII. The Process of Mass CommunicationXIII. Uses and GratificationsXIV.Social Learning TheoryXV. Social LearningCurrent LectureParent-Provider Communication-- Some specific outcomes …o Satisfaction with care, commitment to treatment, health improvement- Are dependent on communication behaviorso Asking questions & giving answersThese 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.o Interruptions (can be negative)o Soliciting & expressing feelingso Offering emotional supporto Disclosing information- Not to mention fewer malpractice complaints- Symptom resolution affected byo Providers help patients describe experienceo Provider expresses empathy and supporto Providers are clear with informationo Share decision making to arrive at consensus for treatmento Accurate answers- Number of sexual partners, how often you smoke, etc.Disease Example-- Family communication patterns linked to anorexia and bulimiao Bulimia related to dysfunctional communication patterns during adolescenceo Anorexics have a reduced orientation toward family conversationo Collaborative or compromise conflict styles can help prevent these 2 diseasesChapter 15: Mass Communication-Mass Communication-- Mediated encounters different- Sensory input limited- Receivers have little control over sources- Sources barely known to receivers- Receivers unknown to source- Audience large, heterogeneous- Intended for rapid consumption by large #s of people- Public rather than private- Delayed feedbackThe Process of Mass Communication-- Messages flow (how receivers get an interpret messages)- Hypodermic needle model claims messages is “injected” directly into receiver- If the message is strong or persuading enough, it will “take: (have impact on receivers)- Implies media has almost magical powers to influenceThe Process of Mass Communication-- Opinions leaders/Two-step flow modela) Research showed that media messages primarily reinforced initial voting preferences; when change occurred it was due to personal influenceb) Opinion leader is a person who influences other in day-to-day contacts 1. They tend to be heavy users of media and to be well informed2. Can come from any social, economic or occupational groupc) Two-step flow model includes opinion leader1. Message flows from media to opinion leader2. Message then flows from opinion leader to receiver d) Multiple (or N-Step) flow model is probably more accurate in assuming that therecan be any number of opinion leaders involved in the flow of messages from sources to receivers- Mass communication audience is active1. Original models (hypodermic needle) characterize audience as passive2. Receivers have considerable control over exposure to messages through:a. Selective exposure (tendency to choose communication that will confirm one’s own opinions, attitudes or values)b. Selective attention (receiver processes certain stimuli while screening out others)c. Receivers’ perceptions provide basis of interpretation of events covered in the media- Nowadayso Audience not always considered “passive”o We assume limited but direct effectso Effects are small, but consistentUses and Gratifications-- In the tradition of more active audience- Assumes:o People are motivated o Conscious of motivationso Consume media with a reasono We can understand why you consumer what you do Simply by asking- Mass communication audience is active o Media uses and gratifications explains how media are chosen to satisfy needs of receiver Research shows that college students most often use hometown newspapers, comedy news, cable news, Internet news and broadcast news Overlap between personal and mediated communication includes functions served by both We make individual choices based on this shared information Research suggests that technology users communicate more, not less (as some fear) Different technologies used by many for the same purposesSocial Learning Theory-- People can learn behaviors by “modeling” others, even characters on TV- Modeling is more likely to occur when:o Models are attractiveo Models are rewarded for their behavior Sometimes rewarded for violent things and kids model this behavior (negative)Social Learning-- Social learning through role models- Modeling is learning through observation and imitationo Women in politics are described in domestic termso Children are exposed to many role modelso Early role portrayals were unrealistic; men’s roles were more desirable than women’s Men outnumbered women three to one; five to one in action shows Over 90% of prestigious jobs were held by men Women were overrepresented as victims; men were portrayed as heroeso Social learning and media violence Aggression and televised violence has been controversial Earlier arguments of cathartic effect of viewing violence has not been supported by research 1982 National Institute of Mental Health study concluded that TV does lead to aggressive behaviors in children and