0M
the
, Intro
lecturer :
15111
Media effects :
-
quantitative research
-
positivism
-
reproducibility
-
Which forms of communication work & Which don't
media how people deal with medial how media deal with
psychology :
people (select deal with I respond to media)
,
↳ TWO forms affect this :
1. behaviorism only thing : we know for sure is what we can observe
2. cognitivism :
what happens inside someone's mind is more interesting
2 important
paradigms media effects
7. simple strong all encompassing
, ,
effects
-
media magic bullet -
-
individuals no agency / defenseless -
-
effects direct __
no accounting for groupings / other sources to attitudes
-
-
stimulus
response →
2. Weak unlinked unpredictable effects
, ,
-
media one of many __
-
individuals active still defenseless --
,
-
effects lost in the fog among other influences
__
-
two-step flow influenced by role model → indirect effects :
3. Moderate Slow , subtle effects
,
-
media ever present -_ -
-
individuals -
-
selective active,
-
effects -_
cultivated overtime Cattitudinal)
4. negotiated ,
transactional effects
-
media -_
dialogical ,
selected
-
individuals different reception states
__
-
effects -_
charted with multivariate models
Learning theories :
-
attitudes / behaviors reproduced absolutely
-
direct influences
Focus if message changes attitudes / behaviors
:
-
cognitive theories :
-
individuals interpret due to schemas
,
build mental models
-
no single interpretation
-
focus how message is
:
processed
1
the
, Intro
lecturer :
15111
Media effects :
-
quantitative research
-
positivism
-
reproducibility
-
Which forms of communication work & Which don't
media how people deal with medial how media deal with
psychology :
people (select deal with I respond to media)
,
↳ TWO forms affect this :
1. behaviorism only thing : we know for sure is what we can observe
2. cognitivism :
what happens inside someone's mind is more interesting
2 important
paradigms media effects
7. simple strong all encompassing
, ,
effects
-
media magic bullet -
-
individuals no agency / defenseless -
-
effects direct __
no accounting for groupings / other sources to attitudes
-
-
stimulus
response →
2. Weak unlinked unpredictable effects
, ,
-
media one of many __
-
individuals active still defenseless --
,
-
effects lost in the fog among other influences
__
-
two-step flow influenced by role model → indirect effects :
3. Moderate Slow , subtle effects
,
-
media ever present -_ -
-
individuals -
-
selective active,
-
effects -_
cultivated overtime Cattitudinal)
4. negotiated ,
transactional effects
-
media -_
dialogical ,
selected
-
individuals different reception states
__
-
effects -_
charted with multivariate models
Learning theories :
-
attitudes / behaviors reproduced absolutely
-
direct influences
Focus if message changes attitudes / behaviors
:
-
cognitive theories :
-
individuals interpret due to schemas
,
build mental models
-
no single interpretation
-
focus how message is
:
processed
1
