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COMM 305: EXAM 1
Walter Lippman |
- "The World outside and the pictures in our heads" - they're different
- 1st media critic
- Public Opinion publish 1922
|
6 Reasons Our Pseudo-environments are distorted |
1. artificial censorship (org. withholding info so we can't learn the truth)
2. Limitations of social contact
3. Little time for public affairs
4. Events are condensed to small messages (22 min. news seg.)
5. Small vocab. to express complex world
6. Fear of facing facts that threaten our routine
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3 types of selectivity |
1. attention
2. perception
3. retention
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5 kinds of mass media research
Harald Lasslow
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1. Who (control analysis)
2. Says what (context analysis)
3. To whom (audience analysis)
4. In which channel (media ecology)
5. To what effect (effects analysis) |
Media Ecology examples
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Marshall McLuhan- "The medium is the message"
Neil Postman- Amusing Ourselves to Death
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Payne Fund Studies |
- effect analysis, 1920s, "Movie made children"
- Stimulus-Response model
- Tabula rasa= blank slate
(children are blank slates)
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The Black Box |
Cognitive processing
why S-R does not work most of the time
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Canalization |
S-R can occur with subjects of low salience |
Werther effect |
publicizing something increases what was publicized to occur in society
suicide book
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4 types Law of minimal effect research
media content and audience behavior (low salience subjects-> canalization)
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1. uses and gratification
2. gatekeeping
3. diffusion
4. agenda setting
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uses and grats
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- what peope do with media
- Herta Hergog: soap operas
- Why people watch tv:
1. info
2. relaxation/entertainment
3. conversations
4. social cement
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gatekeeping |
- what info gets in and what info is kept out of media
- David Manning white: "mr. gates" put what he thought was true in the paper
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diffusion
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- how does info spread
- 3 types:
1. two step flow
2. diffusion of innovations
3. knowledge gap hypothesis
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two step flow |
info from media-> opinion leaders-> ppl influenced by opinion leaders |
diffusion of innovations |
info starts with innovators-> early adapters-> early majority-> late majority-> laggards |
knowledge gap hypothesis |
information haves: higher edu., income, seek out info.
gap
information have nots: low edu., income, do not seek out info
|
Agenda setting |
media tells us what to think about
what keeps reported gets talked about
|
TV watching- Nielsen |
the average American household has a television on for more than 5 hours a day.
- heavy viewers= 4+ hrs
-light viewers= 2- hours
- average 3 hours |
framing |
how info is put into context |
strong effects
long term tv exposure
|
1. cultivation analysis- Gerbner
2. flow- Kubey and Csikszentmihalyi
3. bowling alone- Putnam
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cultivation analysis
George Gerbner
|
- heavy viewers see the world in tv terms
- under represent elderly, over-representation of white collar employees, "white men in prime of their life," minority women victims
- light viewers see world in real world terms
- mean world syndrome
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Flow experience
Kubey and Csikszentmihalyi |
- loosing track of time when concentrating on something
- almost anything can lead to flow except for tv watching
- light viewers enjoy tv more than heavy viewers
|
bowling alone
Putnum
|
Less involvement in social organizations because of our use of electronics
"decline of civic engagement"
less trust between people |
3rd person effect |
belief that media affect others but not me |