Intervening Variables and Limited Effects

Intervening Variables and Limited Effects - Origins of a...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
11/17/11 Origins of a discipline: Intervening Variables and Limited Effects (how we learned to stop worrying and live comfortably with modern media) Modeling Media Effects: Silver Bullets and Hypodermic Needle “Theory” of Media Audience is homogenous (a mass or a crowd), without distinguishing characteristics Audience is open and susceptible to persuasion Media are a powerful stimulus to action Impact is generally uniform and immediate “media as a simple kind of nervous system - reaching out to every eye and ear in society characterized by an amorphous social organization and a paucity of interpersonal relations” (Katz & Lazarsfeld. Personal Influence. 16) “MAD” – Mutual Assured Destruction – the reason we wont have a war is because if we do, we will destroy each other Limited Effects Model: Summary Media rarely have any direct influence on individuals People not as isolated or vulnerable as assumed by mass society model One of the main reasons is because of two-step flow [Kats and Lazarfield] There is a two-step flow of media influence Opinion leaders are sophisticated media users, not easily manipulated Instead of thinking about how media affects everyone, small group of opinion leaders that are heavy, sophisticated media users, smart users They are the kind of people that would listen to War of the Worlds and think “what the hell is going on” but then assess it and say it’s just a play, a dramatization Social commitments play an important role in determining media/audience relationship
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Important in how people use media and react to media We have networks, but there is a real sociality in every persons life, very few of us are actually alone Media effects are mostly modest and isolate vs. widespread uniform “pockets of media effects”? A Variety of Intervening Variables affect the relationship between media and individuals Age, gender, education, religious beliefs, etc. In order to understand media effects, need to understand these variables Early Studies into Media Effects Pre-Code Hollywood: The Menace of Motion Pictures 1920s when radio was still expensive, so dominant media causing concern was Hollywood and movies 1.5 million New Yorkers going to movies each week movies are enormously popular no age restrictions children and teenagers are going to movies in very high numbers teenagers are more likely to go to the movies, more frequently than adults highest movie going population is between 16-25 going to the theater is more common for young people and young adults inexpensive “nickelodeon” – costs a nickel to get in no language barrier 1920-1930, most movies have sound
Background image of page 2
enormous expensive right before the Depression, so Hollywood almost went bankrupt, almost killed Hollywood timing was awful, no one saw it coming city and state censor boards New York Society for Suppression of Vice Society made up of leaders, church leaders, educators, etc And other such groups try reduce vice, and pay enormous attention to the movies
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 12/13/2011 for the course COMM 3287 taught by Professor Madger during the Fall '11 term at NYU.

Page1 / 11

Intervening Variables and Limited Effects - Origins of a...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online