, Lesson 1 Media Psychology
Contents
1. Media effect as a term points to ?
2. Media psychology defi & psychology →
media psychology affects in 2 forms
3. 4 major paradigms in media effects
4. 2 broad levels of theoretical
viewpoints
5. 4 different levels of people
receiving media message
6. prominent T in media effect
& dated / faded T
b.
Up -
coming theories consider 3
things + 2
important areas
A- Digital society & self
- effect
,1. About media effects research ② Individual = selective, active
⑴ Media effects as a term typically points to: ③ Effect = cultivated over time
Quantitive research, positivism, reproducibility,
forms of communication works ⑷ Negotiated, transactional effects
2. Media psychology: how individuals select, deal ① Media = dialogical selected
w/ & response to media
② Individual = different reception state
- Behaviorism: the only thing we know for sure is
what we can observe ③ Effect = charted w/ multivariate models
- Cognitivism: what happens in someone’s mind is 4. Broad level theoretical viewpoints
more interesting & important
⑴ Learning theory
3. Major paradigms in media effects
① Attitudes reproduced absolutely
⑴ Simple effect paradigm
② Influences = direct
① Simple, strong, all encompassing effects
③ Focus: if message changes behavior
② Media = magic bullet
⑵ Cognitive theory
③ Individual = no agency, defenseless
① Individual interpret due to scheme
④ Effect = direct (Stimulus -> response)
② No singel interpretation
⑵ Weak, unlinked, unpredictable effects
③ Focus: how message is processed
① Media = one of many
5. 4 different ways looking at individuals
② Individual = active, still defenseless
⑴ Determined passive: one way effect on weak-
③ Effect = lost among other influences willed receiver
④ Two step flow (indirect effect to listners -> ⑵ Selective reactive: one way effect, receiver
influenced role model / key users) choose to accept
⑶ Moderate, slow, subtle effects ⑶ Reductive modifying: receiver interpretation
can change message
① Media = ever present, subtle but always around
you/ won't notice it first -> build up over time ⑷ Active elaborative: receiver = active, influence
when only message align w/ beliefs / behavior
, ⑸ Current paradigm - 2 important areas in current theorizing
① Active-elaborate users make conscious ① Entertainment & emotions
choices, influenced regards their mind & state
- Entertainment media are valuable
② Attitudes can be influenced in many ways
: interpretations, strength of effect & longevity - Emotional depth necessary to understand
depends on cognitive states (mood & cognitive media
capacity)
② Computer mediated communication
6. Prominent theories in media effects:
Cultivation T, Agenda Setting T, Diffusion of - Media use is being digitized
Innovations T, Use & Gratification T, Social
learning & Social cognitive T, Media system - Interactive media booming
dependency T
- Traditional media models doesn't always apply
- Media system dependency T: build up a need
for media in life
8. Digital society and media effects
⑴ Dated/ faded theories : new media changes way of COM
① Laswells model of communication: personal ⑴ Media use: always on tech, multitasking, skill
interaction not media gaps
② Shannon-Weavers model: engineering ⑵ Rethinking methods: self-report survey, data
approach: noise of channel logging, psychophysiological
③ Mcluhan’s theory: philosopher, tech use ⑶ Consumer = creaters
changes us / medium is most important in COM,
but ignore content ① Proteus effect: you are what you post
② Self-effects
7. Up-coming theories consider 3 things
① Selectivity: people have agency to select
media, process starts w/ individual
② Transactionality: media effect influences use
patterns & even needs for media (transaction)
③ Conditionality: overall media effects are small
bc media influence only some people
Contents
1. Media effect as a term points to ?
2. Media psychology defi & psychology →
media psychology affects in 2 forms
3. 4 major paradigms in media effects
4. 2 broad levels of theoretical
viewpoints
5. 4 different levels of people
receiving media message
6. prominent T in media effect
& dated / faded T
b.
Up -
coming theories consider 3
things + 2
important areas
A- Digital society & self
- effect
,1. About media effects research ② Individual = selective, active
⑴ Media effects as a term typically points to: ③ Effect = cultivated over time
Quantitive research, positivism, reproducibility,
forms of communication works ⑷ Negotiated, transactional effects
2. Media psychology: how individuals select, deal ① Media = dialogical selected
w/ & response to media
② Individual = different reception state
- Behaviorism: the only thing we know for sure is
what we can observe ③ Effect = charted w/ multivariate models
- Cognitivism: what happens in someone’s mind is 4. Broad level theoretical viewpoints
more interesting & important
⑴ Learning theory
3. Major paradigms in media effects
① Attitudes reproduced absolutely
⑴ Simple effect paradigm
② Influences = direct
① Simple, strong, all encompassing effects
③ Focus: if message changes behavior
② Media = magic bullet
⑵ Cognitive theory
③ Individual = no agency, defenseless
① Individual interpret due to scheme
④ Effect = direct (Stimulus -> response)
② No singel interpretation
⑵ Weak, unlinked, unpredictable effects
③ Focus: how message is processed
① Media = one of many
5. 4 different ways looking at individuals
② Individual = active, still defenseless
⑴ Determined passive: one way effect on weak-
③ Effect = lost among other influences willed receiver
④ Two step flow (indirect effect to listners -> ⑵ Selective reactive: one way effect, receiver
influenced role model / key users) choose to accept
⑶ Moderate, slow, subtle effects ⑶ Reductive modifying: receiver interpretation
can change message
① Media = ever present, subtle but always around
you/ won't notice it first -> build up over time ⑷ Active elaborative: receiver = active, influence
when only message align w/ beliefs / behavior
, ⑸ Current paradigm - 2 important areas in current theorizing
① Active-elaborate users make conscious ① Entertainment & emotions
choices, influenced regards their mind & state
- Entertainment media are valuable
② Attitudes can be influenced in many ways
: interpretations, strength of effect & longevity - Emotional depth necessary to understand
depends on cognitive states (mood & cognitive media
capacity)
② Computer mediated communication
6. Prominent theories in media effects:
Cultivation T, Agenda Setting T, Diffusion of - Media use is being digitized
Innovations T, Use & Gratification T, Social
learning & Social cognitive T, Media system - Interactive media booming
dependency T
- Traditional media models doesn't always apply
- Media system dependency T: build up a need
for media in life
8. Digital society and media effects
⑴ Dated/ faded theories : new media changes way of COM
① Laswells model of communication: personal ⑴ Media use: always on tech, multitasking, skill
interaction not media gaps
② Shannon-Weavers model: engineering ⑵ Rethinking methods: self-report survey, data
approach: noise of channel logging, psychophysiological
③ Mcluhan’s theory: philosopher, tech use ⑶ Consumer = creaters
changes us / medium is most important in COM,
but ignore content ① Proteus effect: you are what you post
② Self-effects
7. Up-coming theories consider 3 things
① Selectivity: people have agency to select
media, process starts w/ individual
② Transactionality: media effect influences use
patterns & even needs for media (transaction)
③ Conditionality: overall media effects are small
bc media influence only some people
