COMM 203 Notes

COMM 203 Notes - COMM 203 Notes 1.16.08 DeFleur and Dennis...

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COMM 203 Notes 1.16.08 DeFleur and Dennis Communication is a process consisting of 6 stages. 1.1.1. Communicators decide to create message. Does not have to be a spe- cialist in any certain industry. They gather, edit, and design message. 1.1.2. Messages are encoded. They are formulated, shaped and reshaped for distribution. 1.1.3. Messages are transmitted. Sometimes rapidly, continuously, and through a medium. 1.1.3.1. Medium-device used to communicate a message by moving phys- ical information over distance or preserving it through time. 1.1.4. Audience-message sent to a large and diverse audience. 1.1.5. Messages decoded and there is a large amount of variation through which each individual decodes the message. 1.1.6. Message influences audience in some way. Could be trivial, but could be highly profound to certain individuals. Flash Bulb memory-mass media event occurs and the mind captures precise detail about where someone is at, during the time of the event. 1.23.08 Extra credit: attend a panel on thursday and answer questions. Panels at Town and Gown. What is a Media Effect? McGuire (1985) Intended and unintended effects Intended refers to “deliberate attempts on the part of the communicator to influ- ence the recipient in some way” Five major types of intended effects 1. Impact of Commercial Advertising-the goal is Persuasion . 2. Impact of Political Campaigns on Voting 3. Impact of Public Service Announcements-Goal is Persuasion . PSA-simply a 30 second message. Part of a Campaign usually, but they do not have to be. 4. Impact of Campaigns to Change Lifestyles Identify a social problem-people don’t wear seatbelts Change attitude/behavior Across channels (media + interpersonal) Fear Appeals-fear can sometimes backfire though. 5. Impact of Campaigns on Ideology and Lifestyle Totalitarian Governments that use media and interpersonal channels to control attitudes, beliefs, and behavior
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COMM 203 Notes Not all effects are intended. Challenger explosion, many children watched the liftoff in school and there were many unintended effects from the challenger. Oklahoma Bombing 1. McGuire (1985) Unintended effects are “designed for purposes other than to exert social influence, usually to entertain, and may result in negative outcomes.” Four major types of Unintended Effects 1. Impact of Television Violence Concern: leads to aggression 2. Impact of Sexually Explicit Content Concern: Influence people’s attitudes and beliefs about rape 3. Under Representation Concern: Heavy viewers get skewed view of the world 4. Impact of Misrepresentation Concern: Individuals may develop negative attitudes towards stereotyped groups 1.28.08 Five Types of Effects of the Media 1. Behavioral Effects Causes you to act a certain way after exposure 2. Attitudinal Effects Favorable or unfavorable evaluations of people, places, or things 3. Cognitive Effects Changes what we know or think-easy to effect the cognitive. Example: Learning effects
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This note was uploaded on 05/10/2008 for the course COMM 203 taught by Professor Smith during the Spring '06 term at USC.

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COMM 203 Notes - COMM 203 Notes 1.16.08 DeFleur and Dennis...

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