Test 1 - 1 Communication studies as a discipline 1 A study...

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1. Communication studies as a discipline 1. A study of symbolic activities 1. Encoding 1. Processes of message construction 2. Forms 1. Genres or types of programs 3. Channels 1. Communication media and technologies 4. Decoding 1. Audience 1. Understanding, interpreting, and applying 2. Effects 1. Media effects exposed? 2. Rev. Jerry Falwell and Teletubbies. Tinky Winky code by Falwell 3. Politics—watchdog. MOM= money, organization, media 2. Where are the effects occurring? 1. Domains and levels 2. Domains 1. Topical areas 1. Politics, health, violence… 3. Levels 1. Individual, small group, social groups, society 4. Locating media effects 1. Domains and levels combined 3. Categorizing media effects 1. Dimensions (different angles to view) of media effects 1. Cognitive-affective-behavioral 2. Content dependent vs. content irrelevant 3. Intended vs. unintended 4. Change vs. reinforcement 5. Micro vs. macro 6. Short-term vs. long term 4. Cognitive-affective-behavioral 1. Cognitive effects concern “what you think” 1. Knowledge and beliefs 2. Affective effects concern “how you feel” 1. Emotions and moods 2. Positive or negative (ambivalent) 3. Attitudes—global affective evaluations 3. Behavioral effects concern “what you do” 1. Concrete responses to messages 2. Observable 3. Anti-social (news, media) or pro social (sesame street, nickelodeon, how to make children a better person—include others) 5. Content-dependent vs. content-irrelevant effects 1. Content dependent 1. Specific media content is linked to specific effects 1
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1. Watching violence in media becoming aggressive 2. Cause outcome 2. Content-irrelevant 1. Time displacement effects 1. Taking time away from… 2. Health effects –obesity? 6. Intended vs. unintended effects 1. Planned or accidental? 2. Intended 1. Persuasive campaigns 3. Unintended by-products 1. Negative effects (ex. Effects of sex and violence in the media_ 1. Conventions of television drama production 2. Higher ratings and profits 2. Attack ads in political campaigns 1. Political cynicism and demobilization 3. The news and imitative suicides 4. 1. Suicide stories in newspapers 1. Automobile fatalities 2. Greater publicity (front page) 1. Greater automobile fatalities 2. Greater single car accidents 3. Other fatal crashes (ex. Private airplanes) 3. Not a rescheduling effect additive effect 4. Unintended positive effects? 1. Political impact of entertainment media 1. Learning from The Daily Show 2. Marginalization of progressive ideas and viewpoints? 1. Intended or unintended? 7. Change vs. reinforcement (stabilization) 1. Some communication messages aim to prevent change or stabilize what currently exists (reinforcement) 2. Political and advertising campaigns 1. Conversion 2. Mobilizing the base and encouraging repeat purchases 3. Inoculation 1. Immunizing against persuasive messages in advance 8. Micro (individual) vs. Macro effects 1. Levels
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This note was uploaded on 02/23/2011 for the course COMM 102 taught by Professor Bushman during the Spring '08 term at University of Michigan.

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Test 1 - 1 Communication studies as a discipline 1 A study...

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