Lecture18 - I Mass Communication Cont A Powerful(but subtle...

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I. Mass Communication Cont. A. Powerful (but subtle) Effects View (1960s thru present) 1. Focus shifts to media socialization (process of growing up) a. Can help you grow up in society at large, ex. If you play sports you need to be intergraded into the sports culture and you can do this by watching movies that have to do with your particular sport. b. Social learning of behaviors i. Media is something that helps us learn behaviors. ii. Behavior learned by watching models (ex. People on TV) iii. Imitate rewarded (or punished) behavior (ex. Violence) (the model is the one getting rewarded, so if child sees a model on TV sharing lunch with someone and then that person they gave it to says thank you that is so nice, the child sees the reward. Only when you punish behavior do you see imitation drop, there does not need to be a reward, research suggests) iv. Short term effects (we don’t know if the learning will translate into the real world) v. Mediating factors can increase or decrease
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Lecture18 - I Mass Communication Cont A Powerful(but subtle...

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