COMM 305 1st EditionLecture 15Outline of Last Lecture1. Test. Outline of Current Lecture 1. Strong vs. Limited Effects Models 2. Social Cognitive Theory a. Inhibitory and Disinhibitory Effects b. Outcome Expectations and Expectancies c. Moderating Factors (e.g., identification, self-efficacy)3. Example: Aggression4. Example: Prosocial Learning Current Lecture No class Friday watches Media Matrix. 1. Strong vs. Limited Effects Models How does what we watch, hear, and learn through mass media influence us? The media is like a magic bullet. They can seek us out. They have a strong impact on us. What we think of as part was brand new. Mass media is relatively new. Radio news alert to alert people of the news don’t happen as much because we have the Internet and Twitter, ect. The War of the Worlds Memory Theater People were listening and were freaking out. They received 2,000 phone calls wondering what to do about aliens. The radio occurred every week. People didn’t listen to this at the beginning to hear this was a play. It was happening on Halloween so people were more suspicious. There were commercial breaks. One month earlier Hitler started World War II. Incidents like this sparked more attention. The model was quickly rejected.Researchers had strong philosophical reasons to reject the model of humanity by strong effects model. We are psychologically vulnerable. We are isolated from one another. This view of humanity is scary. They abandoned the model because empherical studies could not replicate strong effects. People found in studies that we are not just sponges in media content. We are not vulnerable but resistant to the messages we consume. Limited effect models. In general we can say that media has small and limited effects. We are all not effected by the world of broadcast effects. For general some people the effect of media can be much stronger or weaker. How do we explain that in general effects are small but at times effects have a huge impact. 2. Social Cognitive Theory SCT looks at how media and how people can imagine. We can observe something happening and can place ourselves in a situation. We learn by observing. Social learning theory. As we watch we learn things. Observational learning. As we see someone do something we can see certain consequences. As we watch and listen certain ideas are reinforced. Others are rebuked. Some behavior is encouraged others is disencouraged. 2A. Inhibitory and Disinhibitory Effects Inhibitory effects happen when a model - character engaging in behavior that leads to negative outcome. A disinhibitory effect is when we see a model engaged in behavior that leads to positive outcome. They are rewarded. Media leads us through inhibitory and disinhibitory effects. Through experience of the media overtime we have outcome expectancies. 2B. Outcome Expectations and Expectancies Jargon alert! Don’t confuse them.COMM 305 1st Edition Outcome expectation is our guess of what is likely to happen in a situation. We perform expectations not just by what we see and listen to but we can get it that way. Outcome expectancy is the value we attach to our expectations. Is what we guess is going to happen good or bad? We see people - models engaging in certain behaviors. Our learning relates to what we think isgoing to happen. Will it be good or bad? What we see and hear and what we think our life is going to be like. The theory is trying to explain not just the fact that media effects us in this way. It doesn’t mean that we are going to watch CSI and want to murder people. 2C. Moderating Factors (e.g., identification, self-efficacy) Moderating factors are a volume nobe. Moderating factors can intensify or deintensify the strength of some
View Full Document
Unlocking...