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Unformatted text preview: 10/26/10 Adolescents and Mass Media- Mass media: media designed to reach a large audience o TV, magazine, cinema, internet, magazines- Media Environment: Todays media context for adolescents- o media-saturated Common to have TV/multimedia in teens homes 99% of teens have one TV in their homes (2005) o TV is ever present at home Most people have TV set The TV is always on (background sound) o Adolescents total media use is extremely high 7.5 hr/day (2010 study) Conservative manner TV use = extremely high o Adolescents use of computer/internet has been increasing 30 minute increase in use every 5 years o Video equipment (TV, VCR, DVD, movies) still most popular media that teens spend most time on (overall) Video equipment and games are most popular for the younger age group o Internet/audio are most popular for the older age groups- Impact of media: correlation and causation o Correlation: 2 things go hand in hand o Causation: one thing causes another To make a causal plane study we need a well designed experiment w/ an experimental and control group Based on survey study you dont know which is cause and which is effect to find cause you need to design an experiment w/ hypothesis Random assignment of participants (control and experiment) Can only find correlation in survey study o Correlation does not equal causation- Theories of media influence and use o Cultivation theory: media impact individuals by shaping their perceptions and beliefs about the world (1) Passive audience Exposure to violent imagery violence is a good way to solve problems and is not a big deal aggressive behavior o Uses and gratifications approach: emphasizing that the active role users...
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- Fall '10