Classifying Media Effects

Classifying Media Effects - 1/111/13ClassifyingMediaEffects

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1/11-1/13 Classifying Media Effects Communication studies as a discipline  A study of symbolic activities Encoding: processes of message construction, constructing meaning o Ex. producers want media to have meaning o Making any form of media Forms: genres or types of programs o Different types of media  o Ex. adult’s programs, children’s programs Channels: communication media and technologies o Ex. TV, newspaper, radio Decoding: audience  o Understanding, interpreting, and applying o Destructing meaning Effects  Cyclic process, all connected Encoding   Content Decoding   …. Where are the effects occurring? “Complex toolbox” - want a concrete definition to know what media expressions  are Domains and levels
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Domain (subsections) o Topical areas, such as politics, health, violence, etc. o Some things in political domains might not be in social…have to define  separately Levels (who it affects) o Individual, small group, social groups, society Locating media effects o Domains and levels combined Categorizing Media Effects Dimensions of media effects  Cognitive-affective-behavioral Content-dependent vs. content-irrelevant Intended vs. unintended Change vs. reinforcement Mirco vs. macro Short term vs. long term Cognitive-affective-behavioral (ABC) Cognitive effects concern – “what you think” Knowledge and beliefs Affective effects concern – “how you feel”
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Emotions and moods Positive or negative (ambivalent) Attitudes – global affective evaluations Concern- ex. after shootings in Arizona you feel upset, but don’t know why Behavioral effects concern – “what you do” Concrete responses to messages – something that is visual, you can see the  behavior that is occurring Anti-social (negative effects) or prosocial (promoting good attitudes) Content dependent vs. content irrelevant effects Content dependent Specific media content  is linked to specific effects o Watching violence in media   becoming aggressive  o Cause   outcome o What you’re experiencing is direct result of content on television  Content irrelevant Time displacement effects o Taking time away from… Health effects- 2+ hours per day = greater chance of obesity
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This note was uploaded on 02/13/2011 for the course COMM 102 taught by Professor Bushman during the Winter '08 term at University of Michigan.

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Classifying Media Effects - 1/111/13ClassifyingMediaEffects

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