MCO 120 Week 2 Study Guide

MCO 120 Week 2 Study Guide - MCO 120 Media and Society...

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MCO 120: Media and Society Walter Cronkite School of Journalism and Mass Communication | Arizona State University Instructor: Kelly Roach, Faculty Associate Culture and Theories Study Guide 1. What is the Limited Effects Theory? What example is given in Lecture 2.2 that led to its discovery? Argues that the influence from a mass media message on an individual is limited or even trivial. Media rarely directly influences individuals; people are sheltered from direct propaganda manipulation. Developed by Paul Lazarsfeld, The Limited Effects Theory illustrates the “limited effects” a media message can have on a mass audience. The example given in Lecture 2.2 that led to its discovery is the Halloween 1938 broadcast of“War of the Worlds” by Orson Welles on CBS. 2. What is the indirect effects approach to studying media? Looks at the effects that messages have on individuals, but accounts for the fact that members perceive and interpret these messages selectively according to individual differences. Hanson pg. 33-37Accounts for the individual differences of audience members 3. What is the Cultivation Analysis Theory? Media and television is responsible for shaping viewers perception of reality. George Gerbners Cultivation Analysis Theory postulates that because we see similar situations on television, we are more likely to believe the chances of them happening to us are higher 4. What is the Agenda Setting Theory? Theory that issues that are portrayed as important in the news media become important to the public, so the media set the agenda for public debate. Tells people what to think about The Agenda Setting Theory is a theory of media effects that says that the mediatell the public not what to think but rather what to think about—thus the terms of public discourse are set by what is covered in the media (Hanson 39). 5. What is “mean world syndrome”? Response of heavy television viewing Violent television pushes aside other ways of portraying conflict, deprives viewers of other choices, facilitates the victim mentality, discourages production of alternative programming.
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