Theories of mass media effects

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Theories of mass media effects

• Whats a theory?

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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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Now compare how much time sleeping or talking to
others

• Does media have an influence on you?

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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

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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)

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Socialization Theory (indirect influence)

• We learn how to act in society
• Agents of socialization
• Family
• Peers
• Education
• Religion
• Mass Media

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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)

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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?vhHHdovKHDNU

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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?vVw9DsOA1Y-w

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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.

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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

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Marshall McLuhan 1960s 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

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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

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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

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Marshall McLuhan

• http//www.youtube.com/watch?vA7GvQdDQv8g
• http//archives.cbc.ca/politics/prime_ministers/to
  pics/342-1826/
• What medium controls you?
• What medium controls your culture?

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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

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Next lesson

• How violent media may effect your brain