Comm 203 Study guide 1

Comm 203 Study guide 1 - Comm 203 Study guide 1Lecture...

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Comm 203 Study guide 1- Lecture Notes Defining mass communication and media effects 1. Define/give examples of each stage of mass communication - mass comm. Is a process consisting of 6 steps: stage 1- communicators decide to create a message (anyone can do it ex- youtube) stage 2- messages are encoded ( could be reshaped- weeks to edit a 4 min scene) Stage 3- message transmitted (rapidly, continuously, or through a medium) Stage 4- Audience- messages have to be large and diverse (Indians, low-income families are rarely in the media Stage 5- Messages are decoded- everyone reacts differently (some ppl are desensitized) Stage 6- Message influences audience (impacted in some way) 2. Intended effects - deliberate attempt on the part of the communicator to influence the recipient in some way. -5 major types: Commercial advertising Political and voting campaigns Public service announcements Impact of campaigns to change life styles (identifying a social problem, changing a behavior by using fear appeals) Impact of campaigns on ideology and lifestyle (ex. Totalitarian govt. Hitler, propaganda) Unintended effects - designed for purposes other than to exert social influence usually to entertain, and may result in negative outcomes. -4 major types: Impact of television violence- concern: leads to aggression Impact of sexually explicit content- concern: influences men’s attitudes and values about rape. Under representation- heavy viewers get skewed of the real world Impact of Misrepresentation- concern: individuals may develop negative attitudes towards stereotyped groups (news, comedy, etc.) 3. Flashbulb memory - now print mechanism that fires cognitively and that captures in detail about what’s going on. (Ex. You remember everything about where you were, what you were doing, what you were wearing, what you ate on September 11 th . 4. Define 5 major types of effects: - Behavioral effects- causes you to act a certain way after exposure, and the media plays a small part in how you behave. The “Rachel” hair cut. You do what you see in the media - Attitude effects- favorable or unfavorable evaluations of people, places, or things. Ex. How you feel about violence or sexual content. - Cognitive effects- changes what we know or think. How they affect decision-making. - Physiological effects- changes in arousal, heart rate, sweat response, saliva samples… - Emotional effects- internal states that must be indirect from behavior. Patterns of Media Use: 1. The 3 Approaches of measuring exposure : - Self-reports- on a scale, how much do you watch (not precise, just an estimate)but they are quick. People aren’t always honest, don’t want to take themselves look bad, biases, don’t remember.
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- Diaries- filling out logs on everything you watch. Some people wait till the last min. to fill them out. - Laboratory- Controlled environment, you observe it directly so its accurate, buts its not
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This note was uploaded on 04/14/2008 for the course COMM 203 taught by Professor Smith during the Spring '06 term at USC.

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Comm 203 Study guide 1 - Comm 203 Study guide 1Lecture...

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