COM275Notes(Understanding Media Effects)

COM275Notes(Understanding Media Effects) - Section 1...

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Section 1 Overview and History Understanding Media Effects Process of Communication Communication at different levels - interpersonal - mediated - mass Communication Models Models offer graphic means of explicating an abstract process such as communication Linear Models: based on the principles of stimulus response psychology Ex. Shannon-Weaver Model Interactive Models: models stressing feedback and exchange Ex. Schramm Interactive Model Transactional Model: describe information giving and receiving, and emphasize how messages are formulated, exchanged and interpreted Ex. OTA Transactional Model Different Models Explain Different Media Effects Individual Effects - Comstock psychological model (responding differently) - Thorson cognitive processing model (direct focus on diff. parts of message) Social Effects - media system dependency model What model to use? How do we organize the study of mass communication? It’s a question of “epistemology”
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COM275Notes(Understanding Media Effects) - Section 1...

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