JOUR J 110 1ST Edition Lecture 2 Outline of Last Lecture I What is Communication II 4 Levels of Communication a Intrapersonal b Interpersonal c Group d Mass III Mass Communication VS Mass Media IV SMCR V Evolution of Mass Communication Outline of Current Lecture I Propaganda II Theories of Media Effects III Agenda Setting Function IV Gan s News Values V Negative Effects of Mass Communication VI Prosocial Media Effects Current Lecture Propaganda Biased trying to sway to one side or another Advertising to modify behavior and inflict emotion Theories of Indirect Media Effects 1 Provide 2 Agenda Setting Function of the News McCombs Shaw 1972 Media doesn t tell us what to think but it does tell us what to think about o Politics o Economics o Foreign Policy o Education POSSIBLE AGENDA o Health Care ITEMS o Celebrities o Sports o Etc Gan s News Values 8 These are the important ones Ethnocentrism Altruistic Democracy selfless doing for others with nothing in return Individualism Negative Effects Violence Laziness Obesity No more values Prosocial Media Effects Prosocial Socially desirable and which in some way benefits other persons or society at large quoted in Lowery Defleur 1995 p 354 Any definition of prosocial involves a level of value judgement Looking out for 1 prepares for competitive world Emotional and social skills defined by academic standing Children s Television Act of 1990 FCC required 3 hours per week of education TV Bandura s Social Cognitive Theory televised aggression imitated Impact of prosocial content peaks at age 7 teenagers immune
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