Lecture2StudyingMediaEffects1

Lecture2StudyingMediaEffects1 - Encoding FORMS CHANNELS...

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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 and effects Understanding, interpreting, and applying
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Where are the effects occurring? Domains and Levels  DOMAINS Topical areas Politics, health, violence…  LEVELS 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 behavior Content dependant vs. content irrelevant Intended vs. unintended Change vs. reinforcement Micro vs. macro Short-term vs. long-term
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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  positive or negative (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 Content-irrelevant
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