JOUR-J 110 1ST Edition Lecture 2 Outline of Last Lecture I. What is Communication?II. 4 Levels of Communicationa. Intrapersonalb. Interpersonalc. Groupd. MassIII. Mass Communication VS. Mass MediaIV. SMCRV. Evolution of Mass CommunicationOutline of Current LectureI. PropagandaII. Theories of Media EffectsIII. Agenda Setting FunctionIV. Gan’s News ValuesV. Negative Effects of Mass CommunicationVI. Prosocial Media EffectsCurrent LecturePropaganda- Biased, trying to sway to one side or another. Advertising to modify behavior and inflict emotionTheories of (Indirect) Media Effects1. 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 abouto Politicso Economicso Foreign Policyo Education POSSIBLE AGENDA o Health Care ITEMSo Celebritieso Sportso Etc.Gan’s News Values (8)-These are the important ones- Ethnocentrism-Altruistic Democracy – selfless, doing for others with nothing in return- IndividualismNegative Effects-Violence-Laziness-Obesity-No more valuesProsocial Media EffectsProsocial – “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
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