Media Theories and Effects
Mass Communication in Our Wired
Society: The Changing Media
Mass Communication in Our Wired Society
Our experience with media is a major way that we
acquire knowledge about the world.
Media Theories and Effects
Sex: Pornography, Innuendo and Rape
as a Turn-On
Chapter Ten: Sex
Some of our major sources of information about sex come
from the media.
29% of teens identify television as where they learn about sex.
Setting the Stage
You have 2 minutes to write 4+ sentences in which
you respond to the following:
A good friend of yours has been elected president of the
student council. Soon, you notice that he or she is
abusing the position by claiming
MMC 3614 MEDIA EFFECTS Review Sheet EXAM TWO R 2017
Covers Chapter 4 in text
Covers class lectures posted in folder on Bb labeled Exam Two
Areas to study
Review the theories covered in Chapter 2
Usage and Gratification Theory
History of Mass Communication Textbook Reading
Chapter 1: Crossing the Atlantic
o The invention of movable type in Germany in the 15th century
Shattered social structures
Encourage spread of information
English kings and queens tried to stop the spread
Media Law and Ethics Test #2 (April 14)
1. Timothy McVeighs (Oklahoma City Bombing killed over 100 people) trial was NOT on television and
had very little TV coverage; trial lasted for 2 weeks, McVeigh was found guilty and executed. For OJ
Free expression is a concept that traces back to Socrates and Plato
Modern history of freedom of the press began in England during 16th and 17th century.
Today the most noted representation of this concept is The
Spiral of Silence Theory (SST)
Elisabeth Noelle-Neumanns Spiral of Silence theory (SST) assumes that the media influence
our opinions about events, people, and topics.
SST suggests that people who believe that they hold a minority viewpoint on a public i
Individual Assignment 1: Uses Er Graticatiens ef Media
MMC 3614; Media Theeries and E'ects
This assignment is designed te make yeu aware ef the extent te which all types ef media
are weven inte yeur daily reutine. Specically, the assignment sheuld enhance
Diffusion of Innovations
Rogers - communications and/as development paradigm.
Winston/Bjiker - Science Technology and Society/SCOT
Freeman/Soete/Schumpeter - The Economic importance of innovation.
What is diffusion?
The process by which an innovation is c
Two Step Flow Theory
Lazarsfeld believed that social theory must be strongly based on empirical facts.
Lazarsfeld conducted a survey in Ohio between May and November in 1940, before
presidential elections. Reached 3000 people and made groups based on the
Attitude Change Theories
Three motivations for these type of research
Success of Nazi propaganda, necessity of counter strategies
Young people in the army are needed to be bind together around a common target.
It was a great opportunity to have such a lar
Developed by George Gerbner in the late
1960s, it represented a shift from the
limited effects paradigm of Paul Lazarsfeld
that had dominated since the 1940s.
Cultivation theory (also called cultivation
Social Learning Theory
Elements of social learning theory:
Bandura distinguishes between the acquisition of knowledge (learning) and the
observable performance based on that knowledge or (behaviour)
Both internal and external factors are important., inter
Uses and Gratification Theory (UGT)
UGT argues that people actively seek out specific media and specific content to obtain specific
gratifications or results.
1. UGT views people as active because they are able to examine and evaluate various types of
Agenda Setting and Framing Theory
Have you ever thought about what you think and why you think?
Why we focus on some issues but not something else?
Is there any relationship between what you think and what media says to us?
If so, why? If not, then, w
Elaboration Likelihood Mood
Elaboration Likelihood Model- Views persuasion primarily as a cognitive event the targets
(audience) of persuasive messages use mental processes of motivation and reasoning (or lack
thereof) to accept or reject persuasive messa
Hostile Media Effect
Peoples tendency to perceive neutral news coverage as one-sided and unfair in favor of
their opposing side (HME).
When we talk about people then we usually refer to partisans that believe in a particular
idea or cause
Third Person Effect
The concept of pluralistic ignorance, a general unawareness of what others really
think and feel (Toch & Klofas, 1984)
Social desirability factors (Perloff, 1999)
First defined as Third Person Effect by Davison (1983)
Individual Assignment 1: Dissecting a journal article
MMC 3614: Media Theories and Effects
You are to examine the article Determinants of consumer engagement in electronic
word-of-mouth (eWOM) in social networking
Media Theories and Effects
Monday & Wednesday 3:00-4:15pm
Fine Arts Center, Room 2403
Instructor: Junga Kim, Ph.D.
Office: Building 14D, Room 2019
Office hours: Monday & Wednesday 9:30am-12pm (and by appointment)
Why Communications Breakdown
Problems occur both in formal organizational communications and in interpersonal
Breakdown can occur whenever any one of the elements of communication is defective
(sender, encoding, medium, decoding, receiver,
Interpersonal communication travels from person to person in face-to-face and group
It is the primary means (75%) of managerial communication
Communication problems can be traced to perceptual and interpersonal style d
Framework for Understanding Communications
Communication is defined as the transmission of mutual understanding through the use
If mutual understanding does not result from the transmission of symbols, there is no
The elements in
The greatest good for the greatest number.
Places public good over private good
Possibly harmful to minorities and individuals, who are sacrificed for the majority
The ends justify the means
Ethical standards depend