Transcript SOC_86_-_Lesson_8_

MEDIA EFFECTS
AND HOW TO BE A
CRITICAL
CONSUMER OF
MEDIA
Lesson 8
SOC 86 – Popular Culture
Robert Wonser
MEDIA EFFECTS
Several issues at play:
• Timing (immediate vs. long term)
• Duration (temporary vs. permanent)
• Valence (negative or positive)
• Change (difference vs. no difference)
• Intention (or non-intention)
• The level of effect (micro vs. macro)
• Direct (or indirect)
• Manifestation (observable vs. latent)
MEDIA EFFECTS: A
DEFINITION
Therefore, media effects are those things that occur
as a result—either in part or in whole—from
media influence.
Can be individual, like:
• Cognitive media effect (influences metal
processes or outcome)
• Beliefs (cognitions about the probability that
object or event is associated with a given
attribute.
• Attitudes (judgments about something)
• Affect (the feelings that people experience)
• Physiological effect (can be pupil dilation, blood
pressure, sexual arousal, etc).
• Behaviors (overt actions of an individual)
MEDIA INFLUENCED
FUNCTIONS
Or, how the media exert an influence. 4
possible ways which span across the 6
possible effects.
Acquiring when individuals take in
‘message elements’; info, facts, tone of
voice, pundits attitude, etc. an
immediate effect.
Triggering when during a media exposure
the media activates something that
already exists in the individuals, like a
stereotype. Also immediate.
MEDIA INFLUENCED
FUNCTIONS
Altering during an exposure the media
can change something that is already
present in the individual.
Reinforcing through repeated
exposures, the media gradually and
continually add greater weight to
something already existing in a
person, thus making it more fixed and
harder to change.
MEDIA EFFECTS TEMPLATE:
INDIVIDUAL LEVEL EFFECTS
MEDIA EFFECTS TEMPLATE:
MACRO-LEVEL EFFECTS
MEDIA INFLUENCE:
PATTERNS
At the most fundamental level
media exert four patterns of
influence:
•Gradual long-term change
•Long-term non-change
(reinforcement)
•Immediate shift
•Short-term fluctuation change
FACTORS OF
INFLUENCE
Factors about the Media Messages:
•The medium (i.e. print vs.
broadcast)
•Genre (news vs. comedy)
FACTORS OF
INFLUENCE
Factors about the Audience:
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• Demographics (i.e. gender, age,
ethnicity, etc.)
• Traits (fairly stable psychological
characteristics of an individual. E.g.
IQ, extroversion, impulsiveness, etc.)
• States (temporary conditions that an
individual experiences. E.g. drive for
food, sex, info, entertainment, etc.)
FACTORS OF
INFLUENCE
Factors About the Exposure
Environment:
Sociological factors that reveal
things like whether people
expose themselves to media
alone or with others and if they
discuss media with others or not.
Also, how many TVs in house,
where are they located, etc.?
What does
the TV
placement
in a room
tell us?
MOST INFLUENTIAL
FACTORS
Arousing Nature:
• Arouse us physiologically to get our
attention then arouse our cognitive
interest to keep our attention.
Consequences of Actions:
•The media tell stories and signal to
us what is acceptable behavior or
not.
MOST INFLUENTIAL
FACTORS
Repetition:
• Constant reminder over time and defines
the status quo. It is easier to go along the
torrent than against it. It is like a
metronome that hypnotizes us into routines.
Point of View:
• When the media tells its stories it does so
from a particular point of view.
• Who’s point of view is the standard for
storytelling in our society?
DOES THE MEDIA INFLUENCE
US?
Do celebrity dogs influence the
popularity of dog breeds? They
looked at 100 movies with
prominent dog characters from
1939 to 2003 and compared the
release date to breed registrations.
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The answer seems to be: with the
exception of box office flops, yes.
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MANAGING EFFECTS
ON OURSELVES
Step 1: Increase awareness of your goals
Step 2: Think About How You Can Use the
Media as You tools
Step 3: Monitor Your Media Exposures
Step 4: Alter Your Reactions to Messages
• Be self-reflective and critical as you
consume.
Step 5: Alter Your Exposure Patterns