Journalism Notes

Journalism Notes - Journalism September 2, 2008 Homework:...

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Journalism September 2, 2008 Homework: Chapter 3 News Corporation (Rupert Murdoch) a. 20 th century Fox Films b. Various Fox Broadcasts and Cable c. Television Stations (including KDFW-Dallas, Ch. 4) Rupert Murdoch -started off in Australia -starting a new trend of a vertical monopoly when it comes television channels (ex. The Fox Movie Channel) -Owns New York Post, Newspapers around the world, The Wall Street Journal, MySpace, TV Guide, HarperCollins Publishing, Avon Books, Marketing and PR Firms, Recording Studios, National Rugby League Media Impact Models and Theories Cultivation Theory-The media teaches what our culture is, defines the world for us and teaches us what we should know about our culture Agenda Setting-In news, story order or emphasis, world view and values -have to decide which story is more important to American culture at the time, plays on the levels of the news, tv shows, etc. Gatekeepers- decide what comes in and out of the media, Gatekeepers know their audience and know what’s best for them/they know how their audience will respond/they know how to reach them (Ex. SI versus Rolling Stone—writers write differently to appeal to their target audience) Owners Programming Executives Networks Editors Advertisers What Factors influence their decision? Audience
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Time and Space Constraints Is it visual? Is it socially acceptable? Economic Issues 1. Advertisers 2. Production Costs Behavior of other gatekeepers Political viewpoints Biases (“Noise”) Media Effects Research Payne Fund Studies-1929-First Scientific research done on the effect of media 1. Impact of movies on behavior 2. Powerful effects model War of the Worlds broadcast in 1938 1. People thought this was real 2. Gave further proof to the Payne fund, that people believe what they see/ hear in the media and they act on it Mixed Effects Models Limited Effects Theories a. Effects limited by individual differences and factors b. Media assumed a homogenous audience c. Argued that not every media viewer is the same, and that viewers are individuals Opinion Leader Two-Step Flow Theory People’s Choice study-1940 a. People made political choices based on what other people thought b. “Opinion Leaders” passes influence onto “Opinion Followers”
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Example: Oprah- a lot of people would follow whatever Oprah does because they trust her Reinforcement Theory a. Related to uses and Gratifications and Individual Difference Theories b. Dissonance Theory-We go with the media that will agree with our personal views. We tend not the watch media that challenges our personal beliefs. People want to avoid dissonance and avoid media that challenges their beliefs. Selection Theory
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Journalism Notes - Journalism September 2, 2008 Homework:...

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