Media Effects 11-22

Media Effects 11-22 - as representative of their society....

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Media Effects Theories
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Spiral of Silence Theory Viewers – Active and Weak Media Exposure – Powerful Effects – Behavioral, Attitudinal, Cognitive
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Assumptions of SST Society threatens deviant individuals with isolation. Fear of isolation causes individuals to try to assess the climate of public opinion at all times. Assessments of dominant public opinion guide public behavior.
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SST: Characteristics of the Media Ubiquitous Cumulative Consonance
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SST: Outcomes of Media Exposure People will only voice an opinion if it aligns with societal views. Majority viewpoints proliferate. Minority viewpoints are suppressed.
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Cultivation Theory Viewer – Passive Media Exposure – Powerful and Limited Effects – Behavioral, Attitudinal, Cognitive
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Assumptions of CT All TV depicts society as more violent, scary, mean, and dangerous than it really is. TV viewers implicitly accept some things on TV
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Unformatted text preview: as representative of their society. CT: Outcomes of Media Exposure The more a person watches TV the more his/her beliefs match the TV world. Mainstreaming Resonance Excitation Transfer Theory Viewer Active and Weak Media Exposure Limited Effects - Physiological ETT: Assumptions about Arousal Arousal is ambiguous, diffuse, and slow to decay. Residual arousal can be transferred from one context to the next. Arousal transfer increases the emotional reaction to stimuli experienced in the next context. ETT: Outcomes of Media Exposure People enjoy media more when theyve been previously aroused. Arousing T.V. exposure can intensify reactions to following experiences. Implications are short term and typically of little social consequences....
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Media Effects 11-22 - as representative of their society....

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