Media Effects 11-28

Media Effects 11-28 - Media Effects Theories Spiral of...

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Media Effects Theories
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Spiral of Silence Theory Spiral of Silence Theory Whatever is expressed in the media becomes the predominant viewpoint of the culture; becomes a majority viewpoint; if you hold the minority viewpoint, you become more and more silent about the viewpoint [ spiral into silence ] Viewers – Active and Weak: people choose what to consume, but they’re weak because all that media is going to be depicting the same viewpoint so they have no options because [ active= you have choices, weak= all the info and opinions are the same ] Media Exposure – Powerful: affects everyone the same/equally because there is no alternative viewpoint Effects – Behavioral, Attitudinal, Cognitive
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Assumptions of SST Society threatens deviant individuals with isolation. If someone doesn’t hold the same opinion as the majority, we don’t usually want to hear from them or their opinions; we isolate them and their ideas; you don’t hear about the minority opinion because the media doesn’t cover it [ lack of coverage ] Fear of isolation causes individuals to try to assess the climate of public opinion at all times. Trying to feel out the majority public opinion Turn to the media to assess the climate of public opinion Assessments of dominant public opinion guide public behavior. if you don’t agree with the public opinion, you don’t speak up about it [ spiral of silence theory ]
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SST: Characteristics of the Media Ubiquitous Everywhere you look, you’re bombarded by media presence Listen to radio, go on the internet, turn on the TV. Media is everywhere and since it only addresses majority viewpoint, that is what society
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This note was uploaded on 04/03/2008 for the course COMM 200 taught by Professor Theiss during the Spring '07 term at Rutgers.

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Media Effects 11-28 - Media Effects Theories Spiral of...

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