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Chapter Fourteen
Theories of Media Processing and Effects
History of mass communication can be recounted through introduction of various technologies
“Age of mass communication” ushered in in 19th and 20th centuries
Study of mass communication began in earnest in 1920s and 1930s
Development of Media Effects Research
Strong effects models: 1920s-1930s◦ “magic bullet model” ◦ “hypodermic needle model”
Society as undifferentiated and isolated individuals (S—R)
Limited effects models: influences that come between the stimulus (media) and the response (S—O—R)◦ Individual differences◦Social categories and subcultures◦Social relationships
Early Effects Models
Social cognitive theory is a theory of learning proposed as contrast to operant conditioning models
Operant conditioning models--individuals learn through direct reward and punishment
Social learning theory proposes that learning can also occur through observation (modeling)◦Renamed Social Cognitive Theory in 1970-80’s by Bandura
Social Cognitive Theory
Observational learning: ◦Modeling or imitation◦Inhibitory effect: Seeing a model punished for a particular behavior
◦Disinhibitory effect: Seeing a model rewarded for a particular behavior
Social Cognitive Theory:Key Concepts
Vicarious reinforcement effects influenced by:
Outcome expectations: Belief that we will receive the same rewards/punishments as observed model
Outcome expectancies: The positive or negative value placed on outcome expectations
Identification with the model Self-efficacy: An observer’s ability to
perform a task and his/her confidence in that ability
Social Cognitive Theory:How Does it Work?
In considering mass media, Social Cognitive Theory suggests that the most important models in today’s world are found in media sources
Study of media violence and children
Application to design of health communication campaigns
Social Cognitive Theory:Applications in the Media
An in-class exercise
Medium Genre Reason
Newspaper News Information
More directly considers role of active audience
Basic goal is to understand needs of audience and how those needs are gratified through media choice
One typology of gratifications sought and obtained:◦Information needs◦Personal identity needs◦Integration and social interaction needs
◦Entertainment needs
Uses and Gratifications Theory(1960-70’s)—Katz et al.
U&G (“Needs & Wants”)NEED TYPE DESCRIPTION MEDIA EXAMPLE
Cognitive (thought)
Acquiring info, knowledge, comprehension
Affective (emotion)
Emotional, pleasant, aesthetic
Personal Integrative
credibility, confidence, status
Social Integrative Connections w/ family, friends
Tension release Escape, diversion
How does audience activity facilitate media contact and effects?
Selectivity: Individuals selectively expose themselves to particular media
Attention: Individuals allocate particular attention to media content
Involvement: Individuals are “caught up” in media content (parasocial interaction)
U&G: Processes of Gratification
Psychological and social influences on gratification seeking
Critique that U&G work has been fragmented and has not led to coherent theoretical statements
Critique that U&G approach is too narrow and individualistic
Promise for understanding use of new media systems
Uses and Gratifications:Extensions and Critiques
At the heart of MSD is a “tripartite system” of components that depend on each other for valued resources◦Societal systems◦Media Systems◦Audiences
All three of these also influence effects of the media
Media Systems Dependency Theory (Ball-Rokeach & DeFleur)
Some models of MSD
http://www.tcw.utwente.nl/theorieenoverzicht/Theory%20clusters/Mass%20Media/Dependency%20Theory.doc/
Some models of MSD
http://www.tcw.utwente.nl/theorieenoverzicht/Theory%20clusters/Mass%20Media/Dependency%20Theory.doc/
Dependencies at micro, meso, and macro levels (Fig. 14.2, p. 261)
MSD proposes that individuals are not always powerful actors (choice + CE!)
MSD proposes times at which dependency relationships are heightened◦Times of societal conflict and change
MSD: The Nature of Dependency
Common sense/own experience (but not “Everybody’s different” fallacy!)
Standards for type of theory (Note: These are not the standards for evaluating research!)
Purpose of theory Other theories Studies that you find on the theory Reviews of the theory and research
Evaluating a theory!
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