This document discusses media effects research and various theories about how media can impact individuals and society. It defines media effects research as attempting to understand, explain, and predict the effects of mass media. It also discusses several specific media effects theories, such as cultivation theory, agenda-setting, and the spiral of silence theory.

1. Chapter 15 – Media Effects
While these slides were created using material from the above textbook,
they are not official presentations from the publisher, Bedford/St.
Martin’s. In addition, many slides may contain professor’s supplemental
notes on various media topics.

2. The Global
Village

3. “Since the
emergence of
popular music,
movies, television,
and video games
as influential mass
media, the
relationship
between make-
believe stories and
real-life imitation
has drawn a great
deal of attention.”
-Media &
Culture

4. Some
Questions …
• Does the media have an
impact on our culture?
• Does the media have an
impact on how we
socialize?
• How has the media shaped
who you are today?
• What is the media’s
definition of success?
• What is yours?
• Do violent video games and
violent programming
cause people to act out in
their own lives?

5. DefiningMediaEffects
Research
– Attemptingtounderstand,
explain,andpredictthe
effectsofmassmediaon
individualsandsociety
– Includesa longhistoryof
research
• Does television make you do
things?
• Does it make you not do
things?
– NaturalBornKillers
– Columbine, Colo.
– Virginia Tech

7. Global Village –
Marshall
McLuhan’s idea
that modern
communications
technologies
will bring
together people
of different
cultures.
– What is the
effect here?

8. Now, Let’s Talk
About Media
Violence

9. Desensitization
A process by
which viewers of
media violence
develop
callousness or
emotional
neutrality in the
face of a real-life
act of violence.

10. Extreme v. Subtle Effects of Media Violence

11. Extreme v. Subtle Effects of Media Violence
•The subtle, overlooked, or
cumulativeeffectof media violence:
Thebelief that the worldis a violent place.
we carryaround fear of bad things happening to
us, despite real statistics that showotherwise.
Think of some examples…
The localnews is notorious
for creating this effect.

12. Other Thoughts On Media
Violence: The Immediate Effects
– Behavioral – imitation/copying behavior
– Physiological – fight/flight response is
triggered; your heart rate or blood
pressure can increase, you can get the
chills.
– Emotional – temporary fear
– Attitudinal – you may be less
sympathetic after watching violence.
– Cognitive – you might learn specific
lessons; for example, kids might learn
from Looney Tunes that dropping an
anvil on someone’s head is okay,
because the characters always recover.

13. How Do We Know
About Media Effects?

14. Agenda-setting
Media set the agenda for major
topics of discussion,
neglecting other important
topics.
Cultivation effect
Heavy viewing of television
leads individuals to perceive
reality in ways consistent
with portrayals on television.
Spiral of silence
Thosewhoseviews arein the
minoritywill keep theirviews
tothemselves forfearofsocial
isolation.