COMM 102 1 11 - CommunicationStudiesasaDiscipline...

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Communication Studies as a Discipline A study of symbolic activities Encoding Processes of message construction  Forms Genres or types of programs  Channels Communication media and technologies  Decoding Audience  Understanding, interpreting, and applying Effects 
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Where are the effects occurring? Domains and Levels  Domain - subsections Topical areas Politics, health, violence…  Levels – who it affects Individual, small group, social groups, society Locating media effects Domains and levels combined
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Categorizing Media Effects Dimensions of media effects Cognitive-Affective-Behavioral Content-dependent vs. content-irrelevant Intended vs. unintended Change vs. reinforcement Micro vs. macro  Short term vs. long term  **basis of first paper**
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Cognitive-Affective-Behavioral Cognitive effects concern  “what you think” Knowledge and beliefs Affective effects concern  “how you feel”  emotions and moods (EX: angry at shooting)  positive/negative/mixed feelings (ambivalent) Attitudes—global affective evaluations Behavioral effects concern  “what you do” Concrete responses to messages  Observable Anti-social or pro-social
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Content-dependent  vs. content-irrelevant effects Content-dependent specific media  content  is linked to specific effects Watching violence in media   becoming aggressive Cause   outcome Media effects are directly related to content Content-irrelevant Time displacement effects
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COMM 102 1 11 - CommunicationStudiesasaDiscipline...

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