Media effects

How do the media influence us?

Effects studies

• • • • • • Early effects scholars “Powerful effects” theory Walter Lippmann,

Public Opinion

Harold Lasswell, WWII propaganda “Bullet” or “hypodermic needle” theory Assumes that people are passive, uncritical

Minimalist effects theory

• • • • • • Paul Lazarsfeld, 1948 “Two-step flow” model Status conferral Agenda setting Narcotizing dysfunction Media lull people into passivity

Cumulative effects theory

• • Elizabeth Noelle-Neumann cumulative effects theory’spiral of silence model • dominant view can snowball through the media • dominant view not sufficiently challenged • people fear rejection

Uses and gratifications studies

• • • • • • challenges to audience passivity reevaluation of scholarly assumptions “gratifications”--why people use media: “surveillance” function--scan environment for danger “socialization” function--helps us maintain social relationships “parasocial” relationships--artificial

Gratifications, con’t

• • • • diversion function stimulation relaxation release

Consistency theory

• • • • individual selectivity selective exposure – we choose our media selective perception – Walter Lippmann: “We do not see first and then define; we define first and then see.” selective retention and recall – 1938

War of the Worlds

broadcast

Socialization

• • • • Media’s initiating role – by age 18, US children have watched 18,000-20,000 hours of TV – children learn prosocial behavior Role models--big influence Stereotyping--forms images in our mind Erosion of boundaries that separate generations- children’s exposure

Media-depictions of violence

• • • learning about violence observational learning media violence- – a catharsis?

– prods socially positive action?

– teaches us the world is a scary place

Media violence as negative

• Aggressive stimulation theory – Albert Bandura’s studies in 1960s – Zamora case – Bundy case – Deer Hunter cases • Catalytic theory-Schramm, Lyle, Parker – for some children under some conditions

George Gerbner’s “Mean World Syndrome”

• Societally debilitating effects of violence – media world is more dangerous real world – desensitizing theory--more violence is necessary to make an impact – Gerbner Index since 1970s – 30,000 murders, 40,000 attempted murders seen on TV by age 18 – give up freedom for personal safety

Media agenda-setting

• • • • creates awareness establishes priorities perpetuates issues not “what to think,” but “what to think about”

Media induced anxiety and apathy

• • • • • information “overload” or “pollution”

New York Times

--12 million words! More info in one day than in a 17th century person’s lifetime!

media induce passivity- ”couch potato” we neglect sports, neighborhood & community activities “well informed futility”