Week 15

Week 15 - COMM200 Discussion Section Week 15 Young Ji...

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annenberg.usc.edu COMM200 Discussion Section Week 15 Young Ji Kim
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annenberg.usc.edu Stresses information and communication Assumption: Information reduces uncertainty Suggests the two ways of reducing uncertainty 1) Rules & 2) DOUBLE Interact Act 1: An assignment is given Act 2: Response to the assignment Act 3: Response to the response Interact Interact Interact Interact Organizing Theory Weick
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annenberg.usc.edu Q: How is his idea of “double interact” an improvement in organizational communication? Act 1 : Focused by authoritarian view (e.g., sending orders – downward communication) Act 2 : Focused by human relations view (e.g., feedback –upward communication) Act 3 : Weick’s contribution! (e.g., response to the feedback ) Organizing Theory Weick
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annenberg.usc.edu h 9 Mediated Communication Mediated communication? Mass Communication vs Mediated Communication? Mass Comm: Mediated communication between a source and a large audience that is often unknown by the source Examples of mediated communication that is not mass communication?
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annenberg.usc.edu Media Effects Theory Uses and Gratifications Theory (Katz, Blumler & Gurevitch) Cultivation Theory (Gerbner) Computer-mediated Communication Social Identity Model of Deindividualization Social Information Processing and Hyperpersonal Model (Walther) Theories!
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annenberg.usc.edu A Brief History of Media Effects Theory Mass Media Mass Media 1930s and 40s 1930s and 40s Media messages have strong , immediate , and uniform effects on audience’s behavior Media messages have strong , immediate , and uniform effects on audience’s behavior
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annenberg.usc.edu A Brief History of Media Effects Theory Mass Media Mass Media 1930s and 40s 1930s and 40s Media messages have strong , immediate , and uniform effects on audience’s behavior Media messages have strong , immediate , and uniform effects on audience’s behavior No, people respond differently Not on Behavior; but on Cognition Not immediate; But long-term Different motivation, goals of media use What to think about? What is important? Cultivate people’s (mis)perception Uses & Gratification Theory Uses & Gratification Theory Agenda-Setting Theory Agenda-Setting Theory Cultivation Theory Cultivation Theory
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annenberg.usc.edu Assumptions “Media effects are NOT uniform!!” Active Audience People do not passively respond to media messages Selective Exposure Depending on their own purposes and motivations, people
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Week 15 - COMM200 Discussion Section Week 15 Young Ji...

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