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Chapter 7 Media Effects Theory

Mass media effects have been studied since the 1920s, triggered by propaganda during World War I. Early theories proposed direct, powerful effects but studies from the 1930s-1960s found limited, moderate effects as other factors reduced media influence. Later theories emphasized how audiences actively interpret messages. Current research examines both direct short-term priming effects and longer-term influences on beliefs from cumulative exposure. Debate continues on the extent and mechanisms of media effects on cognition, attitudes, and behavior.

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482 views32 pages

Chapter 7 Media Effects Theory

Mass media effects have been studied since the 1920s, triggered by propaganda during World War I. Early theories proposed direct, powerful effects but studies from the 1930s-1960s found limited, moderate effects as other factors reduced media influence. Later theories emphasized how audiences actively interpret messages. Current research examines both direct short-term priming effects and longer-term influences on beliefs from cumulative exposure. Debate continues on the extent and mechanisms of media effects on cognition, attitudes, and behavior.

Uploaded by

Orked Amira
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Media Effects

 Mass Media Effects


 Types of Media Effects
 Media Effects Theories
The History of Communication Research @
Media Effects


The study of how the
media affect our lives
—began in the 1920s
and 1930s.


Triggered by the
extensive use of
media for national and
social propaganda
during the 1st World
War.
Media Effects


Media effects; are changes in cognitions,
attitudes, or behavior that caused by
exposure to the mass media.


Media effects had tended to emphasize a three- or
four-phase model with each phase characterized by
either “significant” or “minimal” media effects ( see
Bryant & Thompson, 2002; McQuail, 2010; Noelle-Neumann,
1973; Wartella & Middlestadt, 1991).

3
Elements in Defining Media Effects

1. Timing (immediate vs. later).


2. Valence (negative or positive)
3. Change (difference vs. no difference)
4. Intention (or non-intention)
5. The level of effect (micro vs. macro)
6. Direct (or indirect)
7. Manifestation (observable vs. latent).
8. Duration (Short vs. Long)

Article 1

Short-term Effects.

Most theorists agree that the short term effects of exposure to


media violence are mostly due to;
1. priming processes,
2. arousal processes,
3. mimicking processes (immediate- of specific
behaviors)

Article 2

Long-term Effects
due to;

1. observational learning of cognitions and behaviors


(i.e., imitation of behaviors- more lasting).

2. activation and desensitization of emotional processes.

3. Inactive Learning .

Article 2
Phases of Media Effects Paradigms

Powerful @ Direct Effects

1920s – 1930s ( were influenced by wartime


propaganda via radio and newspaper)
•Strong and direct effects
•Drastic like a hypodermic needles.
The mass media is capable of shaping public
opinion and swaying behavior in what ever direction
preferred.
•The assumptions – media consumer are passive
receivers – socially isolated.
Article 4 & 5
■ Individuals are presumed to be in a situation of
psychological isolation.
■ Impersonality prevails in individuals’
interactions with each other.
■ Individuals are relatively free from the demands
of binding informal social obligations.

Article 1
3. Harold Lasswell Theory (1940s)
“ a linear/one way process”

9
Article 5
2. Shannon & Weavers’s Signal Transmission Theory
(1940s)

How does media work ?

Article 4
1. Hyperdermic Needle @ Magic Bullet
Katz & Lazarsfeld (1955)

How does media work ?


‘Personal Influence’

Article 5
Phases of Media Effects Paradigms

Limited @ Moderate @ Minimal Media Effects

End of 1930s – end of 1960s ( New studies focus over


factors that reduced the effects of the media)

•The media were largely not influential


•The assumptions- is not on the media content but the
nature of the audience.

Article 4
Limited @ Moderate @ Minimal Media
Effects


Grounded around ‘cultural effects’ in which the media
functions as a cultural or (ideological) institution.

To promote cultural values and reflect powerful
interests and social structures. (from neo-Marxist)
perspective.

Media messages are to reinforce existing beliefs
rather than change opinions.

Sheer repetition/accumulation of media texts.

The media alone cannot cause people to change their
attitudes and behaviors.


It is not directly forcing people but exercising hegemonic
role at the institutional (large group) level of culture.
to induce a general mindset – dominant ideology.


Acts as a social control through its actions as a socializing
agency – advising and guiding audiences.

Article 4
1. Two-Step Flow Model
Kats and Lazarfield’s 1955.

How Does Media Works?

Article 1
2. Selective Influence Theory

Article 1
Selective Influence Theory - How does media
works?


Media influence depends on variables;
1) Individual differences
2) Social categories
3) Social relationships
4) Other social relationships


The beginning of “what people do with the media”
Social Cognitive Theory

Provides an explanation of how behavior can be


shaped through the observation of models in mass
media presentations. (originated from Social Learning
Theory- relabeled in the 1970s and 1980s by Albert
Bandura)

Article 1 & 4
Occurs through reinforcement processes of;

Article 1
Uses and Gratifications
Kartz, Blumler, and Gurevitch (1974)

 Suggests that audience ‘pick-and-choose’ both


media and messages. Audiences use the media to
satisfy their individual and group needs.
 Not about ‘what the media does to people, but how
different people in different situations, use the media
for their own ends.

Article 1
Agenda Setting Theory
Max MCCombs & Donald Shaw (1972)

Suggests that, the media identify and select


the ideas people are encouraged to think about.
Therefore, when the media fails to address a
particular issue, it becomes marginalized in the
minds of the public (Hanson, 2009).

Article 1 & 4
Spiral of Silence
Noelle-Neaumann,

• Audience members are unwilling to express what


they believe to be a minority opinion and will stay
silent.
• Motivated by fear of isolation and fear of reprisal.

Article 1 & 4
Reception Theory ( Encoding/Decoding Model)
Hans-Robert Jauss (1960s)

Suggests that, media messages have a number of


possible effects, depending on the message itself- the
range of possible meaning (by the sender) and
interpretations (by the audience)

Article 1 & 4
Phases of Media Effects Paradigms

Cumulative Media Effects

End of 1960s – end of 1970s ( Return to the concept of


powerful mass media)
•The assumption – Television saturated environment
make possible for media to overcome selectivity
processes.
•Social effects are more profound in our perception of
the world rather than changes in attitude or behaviour.

Article 1- MEH
Cultivation Theory

Suggests that, ‘heavy watching of tv is seen as


“cultivating” attitudes in its audience, which is more
consistent with the world of tv programme than with the
everyday world.

26
Types of effects on Individu

1. Cognitive
2. Believes
3. Attitude
4. A psychological
5. Behaviors

Article 3
How does MM influence Us?


The theories of Cognitive Processing – Agenda Setting,
Priming, Framing.

 Cognitive Processing;

1. Selection Process
2. Schematic Thinking Process (knowledge
Structure).
Short History;
The Study of Media Effects on Behavior


1930s: media effect studies begin with gangster movies.

1940s: concerns mount on political influence when
President Roosevelt take to air waves.

1950s: concern over how TV might influence children
arises.

1960s: concerns focus on excessive media violence
Short History;
The Study of Media Effects on Behavior

1970s: studies look at TV violence and media


pornography
1980s: focus expands to sexual content, strong
language
1990s: studies on media violence continue;
inconclusive results, but US Congress mandates new
TV rating system and use of “V” chip
References;


Article 1 – what is media effects?

Article 2 – the media and their audience

Article 3 – media effect –page 11

31
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