Limitedeffects11

Limitedeffects11 - Introduction to Media Studies 16...

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Unformatted text preview: Introduction to Media Studies 16 November 2011 Modeling Media Effects: Silver Bullets and Hypodermic Needle Theory of Media Audience is homogeneous (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 & 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) Limited Effects Model: Summary Media rarely have any direct influence on individuals people not as isolated or vulnerable as assumed by mass society model There is a two-step flow of media influence opinion leaders are sophisticated media users, not easily manipulated Social commitments play an important role in determining media/audience relationship Media effects are mostly modest and isolated vs widespread uniform A Variety of Intervening Variables affect the relationship Early Studies into Media Effects Pre-Code Hollywood: The Menace of Motion Pictures Pre-Code Hollywood: The Menace of Motion Pictures 1.5 m New Yorkers going to movies each week no age restrictions inexpensive no language barrier city and state censor boards it starts with a kiss Are Movies? 1. Meliorator of hard conditions of the dull routines of modern life or 2. Harmful influence leading to moral turpitude (conduct contrary to community standards of justice, honesty, or good morals) SAMPLE TITLES Getting Ideas from Movies Emotional Responses of Children to the Motion Picture Situation...
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Limitedeffects11 - Introduction to Media Studies 16...

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