This document provides information about several media effects theories that should be researched: Cultivation Theory, Uses & Gratification Theory, Copycat Theory, Desensitization Theory, and Catharsis. It includes definitions and key points about each theory. For Cultivation Theory, it discusses how heavy media exposure can influence viewers' perceptions of reality. For Uses & Gratification Theory, it explains how people use media to fulfill cognitive, affective, personal identity, and other needs. The Copycat Theory suggests audiences may copy violent behaviors they see. Desensitization Theory proposes that repeated violent media exposure can make people less sensitive to violence. And Catharsis Theory argues that viewing violence can purge negative emotions.
The Press Complaints Commission is an independent body that deals with complaints from members of the public about the editorial content of newspapers and magazines.
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The Press Complaints Commission is an independent body that deals with complaints from members of the public about the editorial content of newspapers and magazines.
Their service to the public is free, quick and easy.
They aim to deal with most complaints in just 32 working days
There is absolutely no cost to the people complaining.
COM 203 Introduction to CommunicationWeek 9, Day 2, 322.docxclarebernice
COM 203: Introduction to Communication
Week 9, Day 2, 3/22
Agenda
Quiz 2 (30 minutes)
Discuss mass communication and perspectives on the effects of media
Reminders:
Paper 3 due on 4/10
Quiz 3 is on 4/12
Some questions….
Following questions….are they fiction or reality about the effects of mass media?
Mass Effects….Fiction or Reality?
Media is only make believe…people know it is not real
But…
News is not make-believe (at least it’s not supposed to be)
Most film and television dramas (Modern Family) are produced to seem real to viewers
Much of contemporary television are “reality shows”
Before they develop the capacity to know what is not real, children confront the world through television ~ what they see is real.
We willingly suspend disbelief while consuming media in the name of entertainment.
Mass Effects….Fiction or Reality?
Media is only entertainment
But…
News is not play or entertainment (at least it’s not supposed to be).
Even if media content is only play, play is very important to the way we develop our knowledge of ourselves and our world (think about what we learn from “playing sports”)
Mass Effects….Fiction or Reality?
Media is merely a mirror that is showing us the “norm”
But….
If this is true then it is a very selective mirror.
Some questions to think on:
What does a “typical family” look like on TV?
When there is a “bad person” on TV what do they look like?
What race or ethnicity do “heros” tend to be? What sex?
How are jobs represented on TV with regard to sex?
Mass Effects….Fiction or Reality?
Media merely reinforces existing values…family, church, school, etc. have more impact
But….
The traditional socializing agents (school, religion, family) have lost much of their power to influence in our complicated and fast-paced world.
Moreover, reinforcement is not the same as having no effects. If media can reinforce the good in our culture, media can just as easily reinforce the bad.
Mass Effects….Fiction or Reality?
Media doesn’t impact important issues, only minor ones like fads and fashion
But….
Fads and fashions are not unimportant to us.
Think about how much time and effort is spent on selecting clothes, cars, phones, electronics, etc.
Media helped make fads and fashions so central to our self-definition and happiness.
Why are billions of dollars spent on media efforts to sway opinion about social issues such as universal health care, nuclear power, and global warming. Are these not important issues?
MASS COMMUNICATION THEORIES
Given the importance of mass communication and its many forms, there are quite a few well-developed theories regarding the meaning-making relationship between mass media and their audiences.
Cultivation Theory
Developed by George Gerbner in the 1970s.
Deals with television effects and argues that television has long-term effects
Effects are gradual but significant an increased belief that the world is a cruel place Mean World Syndrome
...
This is my research on the attitudes and perceptions of drug behavior. I presented this research at the CSCA Undergraduate Honors Research Conference in Minneapolis, Minnesota in 2014.
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This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
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Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
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Phyto-Pharmacological Screening, New Strategies for evaluating
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2. Research Activity:
TASK: Research the following theories relating to the
Media Effects Debate – Feedback next lesson.
O Cultivation Theory
O Uses & Gratification Theory
O Copycat Theory
O Desensitisation Theory
O Catharsis
3. OIt is unclear that there is any link between the consumption of
violent media texts and violent imitative behaviour.
OIt is clear that passive theories are flawed as many people
watch violent or troubling texts and appear to not be influenced.
OTherefore active theories are more easily applied to modern
day/contemporary texts.
Things to Consider:
4. Cultivation
Theory
Definition: The theory focusses more on how the media affects peoples attitudes rather
than actions. Over exposure to films/television shows can blur an audiences sense of
reality
the real world: George Gerbner
The theory, developed by George Gerbner, claims that “Persistent long term exposure to
television
content has minimal but measurable effects on the perceptual worlds of audience members”.
By comparing the attitudes of heavy, moderate, and light media users, Gerbner found that heavy
media users had an attitudinal misconception called mean world syndrome. Overestimating how
much violence actually occurs in their communities and the rest of the world, especially when
compared to less media users ‘realistic’ world.
The more exposure to TV over time, TV will eventually "cultivate" viewers perception of reality.
The
theory assumes that the audience is passive in nature, therefore the media has a big influence on
their ideas and life choices and that eventually our views of the world will come to resemble that
of
The medias. People's choices and values will mainstream.
7. Uses & Gratification
Theory
Definition: “Uses and Gratification model/theory suggests that people use the media and
its many
texts, to their advantage and in order to meet their individual needs. – Denis McQuail
(1972)
Cognitive Needs (Surveillance): People access the media (newspaper, magazines, TV,
internet, etc.) to acquire specific information. They want to gain more knowledge, on a certain
event or topic.
Affective needs (Personal Identity): People use the media to satisfy their emotional needs. In
most cases, television is the best form of media to please affective needs. We find ourselves
relating to the people on TV. We sympathize when something bad happens to them or we
celebrate their victories with them.
Personal Integrative Needs (Relationships): Media such adverts on TV fulfil our self esteem.
People will change their lifestyle to be cool as according to the media and advertising help them
do this.
Social Integrative Needs (Relationships): Social networking sites such as Facebook and
Twitter satisfy social integrative needs. These sites let you know what their peers are up too,
relationship statuses etc.
Tension Free Needs (Diversions/Escapism): People may use tension free needs as an outlet.
The media can help a person escape and relieve tension. A person can relax while consuming
their favourite song/show/film etc.
8. Uses & Gratification Video
O https://www.youtube.com/watch?v=6y-
h5lNol-0 (Theory Overview)
10. Copycat
Theory
Definition: Audiences will copy what they see in a media text. It refers to the how the
media
can influence and affect the audiences behaviour and how they think.
Strengths:
The influence of this theory is how it psychologically prays off the fears and concerns of parents
as
well as many independent commissions and engages their parents to more actively monitor the
Media that they use. This not only covers movies, but also video games, especially with
underage
gaming on the rise, with games such as GTA & COD being predominantly played by young
people.
Weaknesses:
The main weakness is the opinion of the people regulating their children, as the preconception of
danger varies from person to person, so one person's horror movie is another's comedy.
Additionally,
while short term effects of the media are easily monitored, the long term are not so easily
monitored,
and therefore the theory cannot be proven correct.
Examples:
The most notable example as discussed earlier is the Jamie Bulger murder case (Blamed on
Child
11. TASK!
O Head into the Mac Room and research
any:
O FILMS
O TV SHOWS
O VIDEO GAMES
O That have been blamed for individual
public actions (Murders, attacks etc.)
13. Desensitisation
Definition: The desensitisation theory believes that the more violence viewers are exposed
to in the
media over a period of time, the less sensitive we become to it. The violence no longer
seems to
bother them or bothers them less than it did before.
The theory continues on from the copycat theory, it is a behavioural state and people may
experience
desensitisation after being exposed to so much violence in the media, it may not have a strong
emotional impact on them anymore in the media world.
The issue is that this desensitisation may occur when something violent happens in real life, the
viewer can become immune to the general shock of these action, making them too comfortable
and
possible able to perform these acts as they are no longer affect emotional by them anymore.
1973 – The Exorcist
1974 – Texas Chainsaw Massacre
2010 & 2011 – Human Centipede 1 & 2
Banned films that are now available due to social change, this is known as
‘RATINGS CREEP’.
14. Desensitisation - Video
O https://www.youtube.com/watch?v=Dj0ybg
DDIpg (Violence in the Media)
O https://www.youtube.com/watch?v=HiqBZ
pfNQf8 (CBN Interview)
O https://www.youtube.com/watch?v=mN4pz
aOi6Oo (Comedy Sketch)
16. Catharsis
Theory
Definition: Catharsis is an emotional effect experienced by people who use the media to
purge or cleanse negative emotions, such as fear or anger.
Is Viewing Violence Cathartic?
The large amount of violence in the mass media is often justified by the concept of catharsis. The
word catharsis comes from the Greek word ‘Katharsis’, which literally translated means ”a
cleansing
or purging." The first recorded mention of catharsis occurred more than one thousand years ago,
in
the work Poetics by Aristotle.
Aristotle:
Aristotle taught that viewing tragic plays gave people emotional release (Katharsis) from negative
feelings such as pity, fear, and anger. By watching the characters in the play experience tragic
events,
the negative feelings of the viewer were presumably purged and cleansed. This emotional
cleansing
was believed to be beneficial to both the individual and society.
As a result, watching aggressive media output, it is proposed, does not make viewers more
aggressive; quite the contrary -- since the vicarious aggression experienced through the media
purges
the viewer of aggression, the result of watching violence is less aggression.