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!