CMN101Sm09July23_Cultivation_Agenda-settingTheories

CMN101Sm09July23_Cultivation_Agenda-settingTheories -...

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Theories of Media Effects CMN 101 Communication Theories Thursday, July 23, 2009
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Announcement ± Study guide and practice questions for the final exam posted ± Extra Credit Opportunities After-class extra credit survey: Monday, July 27 Sign-up for lab study: Today, July 23
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Media Effects ± Effect: a change of one sort or another after an audience consumes the mass media Behavioral effects Cognitive effects Physiological effects
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Media Effects Paradigms ± Crudest form of media effect model— “Magic Bullets Model” Media messages are pervasive Media messages are “magic bullets” Audience is passive Underlying view of communication ± Later development of media effect model— “stalagmite” perspective Cultivation Analysis
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Cultivation Theory—Overview ± General focus Influence of television content on perceptions of “reality”
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± Differentiation of TV viewers Light viewers: 2 hours or fewer daily vs. Heavy viewers/television types: 4 hours or
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CMN101Sm09July23_Cultivation_Agenda-settingTheories -...

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