chapter 13 notes

chapter 13 notes - Chapter 13 Society, Culture and Politics...

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Chapter 13 Society, Culture and Politics What’s Ahead? • Early Media Studies Assess Impact • McLuhan Says “The Medium Is the Message” • How TV Affects Children’s Behavior • Does Television Cause Violence? • National Political Campaigns Depend on the Media • Cost of Political Advertising Skyrockets • Mass Media Reflect Cultural Values • Media Slow to Reflect Ethnic Diversity • Mass Media Face Gender Issues • How to Gauge Media Effects Chapter Outline I. Introduction A. My take 1. College is about becoming a CRITICAL THINKER 2. Do your own research, question EVERYTHING. 3. Knowledge and the way you use it is power B. Today’s media scholars: media have different effects on different people with differing results. B. Generalizations about media effects are difficult to prove. II. Early Media Studies Assess Impact B. Media research and theory continuum of thought 1.Each new study possibly sightly advancing the knowledge. C. 1954 book, People of Plenty, David M. Potter 1. American society is a consumer society driven primarily by advertising. 2. Country of abundance supply bigger than demand need ads
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A. 1960s, Marshall McLuhan “the medium is the message,” 1. electronic media messages are inherently different from print messages 2. TV retribalized society creating a “global village” 3. no studies in his theories, considered a “charlatain” by some B. Media is ubiquitous makes effects very hard to study. 1. Media effects research: attempts in part to analyze how people use the information they receive from the media (e.g., how political advertising affects voter behavior). 2. Content analysis examines what is presented by the media (e.g., amount of violence on TV programs). C. The Payne Fund studies of 1929 (1 st media studies) 1. Early media observers believed that, for everyone, an absolute one-to-one relationship existed between what media said and how people behaved—a theory sometimes called “magic bullet theory” and sometimes “hypodermic needle theory.” 1. The magic bullet or hypodermic needle theory is no longer considered valid. 1. 12 reports on media effects 2. one report: effects of movies on children (“magic bullet theory”) a) unsystematic, based on teen recollection of effects of movies b) contributed to the adoption of the Hays Code in 1930. D. The Hadley Cantril study 1. people believed the famous 1939 “War of the Worlds” broadcast was “real.” 2. disputed magic bullet, people believed the broadcast differently 3. based on high critical thinking ability; 1 st leading to modern research 4. became evident that one cannot make absolute conclusions when studying media E. 1948: Lasswell Model: 1. model to describe the process of mass communication that is still used today. 2.
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chapter 13 notes - Chapter 13 Society, Culture and Politics...

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