Weitere ähnliche Inhalte Ähnlich wie ENG 6324 Slide Presentation Week 9 (16) Mehr von Aimee Kendall Roundtree (20) Kürzlich hochgeladen (20) ENG 6324 Slide Presentation Week 91. Understanding Media in the
Digital Age, 1/e
Everette E. Dennis
Melvin L. DeFleur
Prepared by Todd
Chambers, Ph.D.
Texas Tech
University
This multi-media product and its content are protected under copyright law. The following are prohibited by law:
Any public performance or display, including transmission of any image over a network;
Any preparation of any derivative work, including the extraction, in whole or in part, of any images;
Any rental, lease or lending of the program
Copyright © 2010 Pearson Education. All rights reserved.
2. Chapter 14
MEDIA EFFECTS: THE
PROCESSES AND
INFLUENCES OF MASS
COMMUNICATION
Copyright © 2010 Pearson Education. All rights reserved.
3.
Early Views of Media Influences
de Tocqueville’s dead-level theory: everyone
exposed to same flow of ideas, influenced in
uniform manner
1900s: everyone believed newspapers had
great power
Magic Bullet Theory
immediate, uniform, and powerful effects
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4. Media Effects Research Begins
A National Dilemma
examine media effects scientifically
systematic perspective
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5. Media Effects Research Begins
The Nature and
Functions of
Research
Experiments
Surveys
Content Analysis
Qualitative
Quantitative
The Nature and
Functions of
Research
Distinct Research
Goals
basic research
applied research
scholarly research
Research Moves
Cutting Edge
Forward
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6. Media Effects Research Begins
Early Support for the Magic Bullet Theory
The Payne Fund Considers Movies and Kids
1920s and 1930s
significant and widespread effects on children
The Invasion from Mars
1938, War of the Worlds broadcast
Orson Welles
panic in the streets?
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7. Media Effects Research Begins
Inconsistencies in the Magic Bullet
critical ability
amount of education
interpersonal communication
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8. Beyond the Magic Bullet: Selective
and Limited Effects
The Why We Fight Experiments
WWII
Goals and Conduct of the Experiments
Frank Capra
why we fight; what the enemy had done; who were
the allies; why victory
Implications: Limited Effects!
able to teach some new facts
able to alter a few opinions
little evidence for powerful effects
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9. Beyond the Magic Bullet: Selective
and Limited Effects
Effects of Media in a
Presidential
Campaign
The People’s Choice
Lazarsfeld, Berelson,
Gaudet
1940 election
Media as a part of
the web of
influences
activation,
reinforcement,
conversion
The Two-Step Flow
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opinion leaders
10. Audiences Use Media Content to
Obtain Gratifications
Gratifications Found in Media Content
Herta Herzog, 1940s
radio soap opera listeners
identifying with characters
obtaining emotional release
wishful thinking
obtaining advice
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11. Audiences Use Media Content to
Obtain Gratifications
Children and Television
Patterns of Viewing
television is most attended to medium
between 3 and 16, spend more time watching tv
than going to school!
Gratifications Obtained from Watching
Television
Fantasy, diversion, instruction, learning
Basic Finding: Viewing Television Seemed to Pose
Few Dangers
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12. Question to think about
In your opinion, does media have a
limited or powerful effect on
children? What about adults?
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13. Television and Youth Violence
The Report to the Surgeon General
late 1960s
Congress funded study National Institute of
Mental Health
televised violence
influence on children
Copyright © 2010 Pearson Education. All rights reserved.
14. Television and Youth Violence
The Report to the Surgeon General
Network Television’s Violent Content
very frequent and very unrealistic
Social Learning from Models of Behavior
Bandura’s “Bobo Doll” experiment
observational learning
direct imitation
modeling theory: positive reinforcement
increases reproduced activity repeatedly
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15. Television and Youth Violence
Television and Teenage Aggression
specific kinds of youths participate in specific types
of behavior
more likely to watch tv violence
more likely to be aggressive
Overall: Viewing Violence on Television
MAY Cause Aggression
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16. Television and Youth Violence
The Second Report to the Surgeon General
1982
Increased pace of research
Confirming findings: Viewing of televised violence
by children clearly does cause aggression among
heavy viewers
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17. Long-Term Influences on Society
and Culture
Accumulation
Theory: The Adding
Up of Minimal
Effects
Armed
Interventions
Smoking and Health
Media must focus
repeatedly on issue
Media must be
consistent in coverage
about issue
Media must
corroborate each other
on issue Copyright © 2010 Pearson Education. All rights reserved.
18. Long-Term Influences on Society
and Culture
Social Expectations Theory: Learning Group
Requirements
learning how to act as part of the ‘group’ through
media portrayals
Social organizations:
that pattern of general group norms, specialized
roles, ranking positions, and the set of social
controls used by the group to ensure reasonable
conformity to its requirements.
Copyright © 2010 Pearson Education. All rights reserved.
19. Long-Term Influences on Society
and Culture
Implications of Long-Term Theories
over time
new technologies
new audiences
requires new theories, new methods
Copyright © 2010 Pearson Education. All rights reserved.
20. Understanding Media in the
Digital Age, 1/e
Everette E. Dennis
Melvin L. DeFleur
Prepared by Todd
Chambers, Ph.D.
Texas Tech
University
This multi-media product and its content are protected under copyright law. The following are prohibited by law:
Any public performance or display, including transmission of any image over a network;
Any preparation of any derivative work, including the extraction, in whole or in part, of any images;
Any rental, lease or lending of the program
Copyright © 2010 Pearson Education. All rights reserved.
22.
Media-Wide Ethics Watch
Motion Pictures – distorting reality?
Book Publishers – cancel book contracts
based on plagiarism?
Advertising – exploiting children?
Internet Websites – fabrication of news
items?
Public Relations – representing dishonest
clients?
Television – sensationalizing issues?
Music – sharing mp3 files?
Copyright © 2010 Pearson Education. All rights reserved.
24. Dimensions of Ethics for the Media
Accuracy and Fairness
The Behavior of Reporters
Conflict of Interest
checkbook journalism
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25. Distinguishing Ethics and Law
Moral Codes v. Law
Chicago Sun-Times purchase of a bar to gather info
about payoffs
Richard Jewell case, Atlanta 1996
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26. Growing Concern over Media Ethics
Ethics
doing what is ‘right’
problem: different people decide what is ‘right’
tabloid television
editorial cartoonists
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27. Growing Concern over Media Ethics
Special Privileges, Special Responsibilities
rights of news organizations
responsibilities and duties of news organizations
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28. Growing Concern over Media Ethics
Beyond the First Amendment
social conscience of society
profit-making business
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29. Growing Concern over Media Ethics
The Long Struggle for Professionalism
Constant battle over the ‘hoax’
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30. Growing Concern over Media Ethics
The Rise of Mixed Media Culture
Never ending news cycle
Sources are gaining power over journalism
There are no more gatekeepers
Argument is overwhelming reporting
The ‘blockbuster’ mentality
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31. Question to think about
Do you think it is proper to buy a
CD, rip it to your hard drive, and
then make copies for your own
personal use on multiple devices
and computers?
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32. Growing Concern over Media Ethics
Ethical Challenges to Mixed Media Culture
content of media
behavior of media organizations
effects on audiences
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33. Media Criticism and Media Ethics
A Double Standard
institutional
individual
content-related
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34. Media Criticism and Media Ethics
The Link to Individuals and Content
Janet Cooke and “Little Jimmy”
Washington Post
Copyright © 2010 Pearson Education. All rights reserved.
35. Alternative Approaches to Ethics
Situational Ethics
The Continual Search
Credibility Studies and Market Research
Ethics, Technology and the Future
Copyright © 2010 Pearson Education. All rights reserved.
Hinweis der Redaktion {"23":"There is a new age of ethical questions arising in the age of Web 2.0 – especially when corporations must respond to dilemmas instantaneously in the form of blogs, Twitter, Facebook and others. \n","12":"This question is designed talk about the different effects media might or might not have on children and/or adults. Use this as an opportunity to stimulate discussion about powerful effects.\n","7":"During the early days of media effects research, society was seen as unable to decipher and process information – rather, after watching a movie, reading a newspaper story or listening to a radio program, all audience members would be effected in a powerful way. However, after the War of the Worlds broadcast, a team of researchers found that the media wasn’t all that powerful and it depended on things such as amount of education and interpersonal communication.\n","31":"Most teenagers and young adults have different perceptions and definitions for ‘ethical’ behavior – this question could be used to talk about situational ethics.\n"}