Mass Media and Society

Chapter 2: Media Effects

Jan. 22, 2014

Chapter 2:Media Effects

• Mass media and messages

• Media effects theories• Methods of researching

media effects• Media studies

controversies

Propaganda and persuasion

• Propaganda: “Manipulation of information to influence public opinion”

• Not inherently good or bad

From World War I to today’s advertising

Media effectsand behavior

• Debate over violent video games

• Studies point to link between violent games and angry thoughts/aggression

• Correlation does not equal causation

Cultural stereotypes

• Stereotype: “An image or character that generalizes or oversimplifies a particular group of people”

• Media images and celebrities send messages about cultural values

New mediaand society

• More access to information

• Convergence• Greater personal

participation

Media effects theories

• Direct effects: “Assumes audiences passively accept media messages and react predictably”

• Discredited

Media effects theories

• Agenda-setting: “Mass media determine issues that the public considers most important”

• Uses and gratifications: Media fulfill audience needs

Media effects theories

• Symbolic interactionism: “The self is derived from and develops through human interaction”

• Spiral of silence: “Individuals who hold minority opinion silence themselves”

Media effects theories

• Media logic: “Common media formats and styles serve as a way of perceiving the world”

• Cultivation analysis: “Heavy exposure to media cultivates illusory perception of reality”

Methods of research

• Content analysis• Social role analysis• Depth interview• Rhetorical analysis• Focus groups• Participant observation

Media studies controversies

• Passive and active audiences

• Media bias• Media decency• Media consolidation