Openness: awareness of imbalance and problemsAdaptability: ability to adjust RelationshipsSupervisor-superviseeMentor-protégé Peer relationships
06:23Lecture:Influences on media content: Gov’t regulation, tech, economics (risk avoidance, repeat what works, etc.)Media effects: Major research trends—all-powerful view; limited effects (selectivity, uses& grats, etc.); powerful (but subtle) effects (social learning, cultivation)Reading:O&W appendix B: Lec overlap (lots in this one); plus some more info embedded in many of the overlap areas (e.g., 3rd person effect, agenda setting); implications of new tech; media literacyGS—Nielsen: main points about how Nielsen does its ratings, and main points in the second article about the criticisms of those ratings, etc.MassInfluences on media content GovtInfluence on content is limited in US1st amendment give protection of speech limited ban on broadcast indecencytechimage quality + extra features increased interactivityincrease audience participationecon mass media messages are expensivehigh failure rate consequencestraditional view: media is dumbed downrisk avoidance: don’t want viewers advertisers offendedrepeat what works: sequels, remakes, copycat, spinoff, re releasesMedia EffectsAll powerful media view:Effects thought to be direct, immediate, uniform No research support Limited effects view Audience is active Selective exposure and attention Use media to serve needsUses and gratifications: what we do with media – the way we make media choices in order to satisfy our needs and goals Powerful but subtle effects view Social cognitive theory: we learn behavior by watching media models behave Cultivation: long term tv viewing can distort out perceptions of the world
06:23Lecture: Issues for interpersonal (connection, etc.); group (anonymity, netiquette, etc.); org (virtual org, collaboration); mass (narrowcasting, democratizing, etc.)Reading: O&W appendix B (cont.): Lec overlap; plus more info on media convergence issues; tech issues re other topics are also discussed w/in other readingsOnline Issues for interpersonal Lack of nonverbal, less immediacy, compensate with emoticon, less intimacy Connection: not building real relationshipsIssues for group comm Sense of anonymity Sense of communityNetiquette: values brief messages Issues for org commRise of virtual orgIncreased need for collaboration Issues for mass commNarrowcasting: target niche audienceDemocratizing tech: open up participation in culture, no skills required,
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- Fall '07
- Media content, lec overlap, Cohesive inc