Comm 203 reading notes

Comm 203 reading notes - Persuasive Effects of the Media...

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Unformatted text preview: Persuasive Effects of the Media. Sparks Ch. 8 11/11/2007 19:54:00 ← What is persuasion? • 3 dimensions o when persuaded, there’s a change in your attitude o change in behavior o change in behavior has to persist over time How media messages persuade without even trying • messages made to entertain can be very persuasive • ordinary people approach a persuasive situation with their defenses up • elaboration likelihood model: 2 main roots by which people can be persuaded o central route to persuasion: rational, cognitive route. People scrutinize the message and think up counterarguments this route is likely if people know the message they will hear is counter-attitudinal or different from their own beliefs o peripheral-route persuasion: takes place with less careful scrutiny of the message more likely when people are watching tv and movies hard for advertisers to do this bc people know that ads are intended to persuade reason why ads are entertaining and funny The theory of media cultivation: cultivating attitudes is attitude change • Gerbner: Theory of Media Cultivation: cultivation process is gradual and cumulative o World of media entertainment presents a particular view of social reality o People who make a steady habit of watching primetime tv are gradually cultivated into the tv view of social reality • Heavy tv viewers are more likely to express fear of criminal victimization • Mean world syndrome: from watching so much violence on tv people think we live in a mean world • Mainstreaming: what happens when people of different groups are exposed to the same media o Differences in groups will become less apparent bc everyone is being cultivated by the same messages • Resonance: what happens when a person’s real life environment strongly resembles the environment depicted in the media o Will give people a “double dose” of the same message • Doob and Macdonald conducted a survey which gave same results as Gerbner but they thought people who watched more tv were more afraid of violence may be bc of level of violence in their neighborhood o Did a test where they looked at tv watching in high and low-crime areas and found that the relationship btwn tv viewing and fear of violence wasn’t present in some areas o Decided that the fear had to do with crime prevalence in the area ← Do media messages about paranormal influence paranormal beliefs?...
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Comm 203 reading notes - Persuasive Effects of the Media...

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