Chapter 15 – Media Effects

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Chapter 15 – Media Effects

  1. 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. 2. The Global Village
  3. 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. 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. 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
  6. 6. Global Village – Marshall McLuhan’s idea that modern communications technologies will bring together people of different cultures. – What is the effect here?
  7. 7. Now, Let’s Talk About Media Violence
  8. 8. Desensitization A process by which viewers of media violence develop callousness or emotional neutrality in the face of a real-life act of violence.
  9. 9. Extreme v. Subtle Effects of Media Violence
  10. 10. 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.
  11. 11. 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.
  12. 12. How Do We Know About Media Effects?
  13. 13. 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.

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