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Theories of mass media effects

Theories of mass media effects. What ’ s a theory?. Research study. In groups of 4/5, calculate your groups ’ media consumption for the past week. TV Digital music Movies Outdoor advertising Mobile/Cell phone Internet Print (books) Print (newspapers).

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Theories of mass media effects

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  1. Theories of mass media effects What’s a theory?

  2. Research study In groups of 4/5, calculate your groups’ media consumption for the past week. TV Digital music Movies Outdoor advertising Mobile/Cell phone Internet Print (books) Print (newspapers)

  3. Now compare how much time sleeping or talking to others… Does media have an influence on you?

  4. Media Theories • Explain media phenomenon… • Helps us understand the media phenomenon • Offers a simple explanation of how media function on our brains • Demonstrates a depth of study of media and its effects • Based on observation, experimentation and reasoning • Can be useful to explain behavior

  5. Basic Media Theories • Magic Bullet: direct, universal and lasting influence (1920s) • Indirect Influence: May affect child development; may affect voting behavior (1940s study); viewer often controls the effect. • Long-term Effects: Subtle, gradual influence (Cultural Imperialism)

  6. Socialization Theory (indirect influence) • We learn how to act in society • Agents of socialization • Family • Peers • Education • Religion • Mass Media

  7. Socialization Theory • … the media are continually offering pictures of life and models of behaviour in advance of actual experience. Dennis McQuail (2005 Theory of Mass Media)

  8. Specific Socialization Theories • Modeling theory • Children (and adults) acquire attitudes, emotional responses, and new styles of conduct from media… • Social learning theory • Albert Bandura (1977) • Bobo doll experiments • http://www.youtube.com/watch?v=hHHdovKHDNU

  9. Cultivation theory(Long-term effects) George Gerbner • Famous in US academic institutions for counting the incidences of violence since 1970s • “Mean World Syndrome” • http://www.youtube.com/watch?v=Vw9DsOA1Y-w

  10. Spiral of Silence Elizabeth Noelle-Neumann People KNOW what constitutes popular opinion. A person may be uncomfortable DISAGREEING with what she/he perceives as the majority opinion. As a result… minority views become devalued even by those who originally believed the minority view.

  11. Hegemony • Term used to explain how the elite social class exerts its authority over other classes maintaining the status quo • The power the ruler derives from the ruled • Simply explains social and political power

  12. Marshall McLuhan 1960’s media theorist (Canadian) • First to recognize the electronic age • “… it will radically alter the way people think…” • He believed that the way we live is largely a function of the way we process information • Believed three invention were most crucial to human behavior • Phonetic alphabet • Printing press • Telegraph

  13. Marshall McLuhan • These three inventions caused CULTURAL CHANGE… changed the way people thought about themselves and the world • Change in modes of communication dramatically alters human life • Changes in modes of communication or media are the primary cause of cultural change • “The MEDIUM IS THE MESSAGE”

  14. Marshall McLuhan “the dominant medium of any age dominate the people…” Industrial civilization is restrictive, unbalanced and inhumane… McLuhan hoped to awaken a sleeping generation to a nightmare of standardized tastes and opinions

  15. Marshall McLuhan http://www.youtube.com/watch?v=A7GvQdDQv8g http://archives.cbc.ca/politics/prime_ministers/topics/342-1826/ What medium controls you? What medium controls your culture?

  16. Results of Examination of Media Effects Theories • Regulations • Content Quotas • Media Literacy Education • TV and Movie Ratings • Labels on CDs/DVDs • Advertising Strategies • Public Relations Strategies

  17. Next lesson • How violent media may effect your brain…

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