Does The Media Affect

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Does The Media Affect
Your Mind
?
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Does the media cause violence?
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DOES IT MAKE INNOCENT TEENAGERS WANT TO HAVE SEX?
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DO MEDIA CAUSE MORAL DECAY?
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THEORY NUMBER ONE
The Modeling Theory
Do Media Stars serve as role models for the
public (particularly children?
John Duke Wayne
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The IMAGE Theory

• Minorities
• Native Americans
• African Americans
• Latinos
• Do we form our opinion of people and cultures
  based on the way they are depicted in the media?
  Even in the news?

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Are They Finally Showing The Real American Male?
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Outside Perception Theory
We understand other cultures, societies,
countries, the world in general by the way we see
it in mass media.
Perceptions of other countries.

• Dangers in the world.

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The Arousal Theory

• Are Crazy People Inspired by Media Images to
  Commit Crimes?

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The Agenda Setting Theory

• What is an agenda?
• What is a gatekeeper?

Rupert Murdoch-
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When Did Aids Become a Newsworthy Issue?
Benetton Advertisement
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Aids? News? When?

• Aids infects male homosexuals San Francisco,
  1982 (brought to US via France)
• Aids became a raging epidemic but the mainstream
  media ignored it.
• Until the death of a famous American actor Rock
  Hudson due to aids October 22, 1985.

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Hudsons death and the spread of Aids to the
heterosexual population changed the medias
agenda.
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What drives the agenda?

• Size of disasters.
• Potential impact on nearby communities.
• Famous people, sex, violence
• Personal and political views of media owners
• Cultural sensitivity of editors and publishers.
• Political biases (social liberals, economic
  conservatives?)

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The Bottom Line Theory
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Money is the bottom line

• Film box office receipts
• TV and Radio Ratings
• Print Circulation and Ad Sales
• Public TV and Radio viewer donations,
  underwriting and some government money
• Music CD sales

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Bottom Line Bigger is Better

• Huge corporations taking over media
• Profit is the major factor
• The Lowest Common Denominator

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Act-React TheoryWhat is the cause? What is the
effect?

• Which is cause media or society?
• Did sexual revolution lead to more sex on TV or
  did more sex on TV lead to the sexual revolution?
• From Ozzie and Harriet (who couldnt sleep in the
  same bed-on TV-even though they were married). .
  .
• To Seinfelds Master of Your Domain episode

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Socialization Theory

• Media helps socialize us?
• Southerners losing their accents media are
  making Americans alike.
• Fashions, trends all influence, perhaps dictated,
  by media

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I say, Grand Mama, I believe we do not speak in
the same manner as we did in times past. What
might be your ideas on the subject?
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Experiment. On left, man who has never watched
television. On right, same man after watching
182 consecutive hours of watching television.
And who do you think is the happiest?
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Vast Wasteland Theory
When television is good, nothing--not the
theater, not the magazines or newspapers--nothing
is better.
But when television is bad, nothing is worse.
I invite you to sit down in front of your
tele-vision set when your station goes on the air
and stay there without a book, magazine,
newspaper, profit and-loss sheet or rating book
to distract you--and keep your eyes glued to that
set until the station signs off. I can assure you
that you will observe a
Newton Minow - 1961
vast wasteland.
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Is Television Better?

• Documentaries Zero
• Were there reality shows in 1961 No.
• Is there more sex on television? Yes.
• Is the sex irresponsible? Yes.
• Does television tackle tough issues with in depth
  reports and analysis? No.
• Does television cave in to pressures from the
  powerful. Yes.