Mass Media

1
Mass Media Society

• Chapter 9
• Mass Media Effects

2
Effects Studies

• Powerful Effects Theory
• Hypodermic needle model bullet model
• Minimalist Effects Theory
• Two-step Flow, Status Conferral, Narcotizing
  Dysfunction
• Cumulative Effects Theory
• Spiral of silence
• Third-Person Effect
• Future Theories

3
Uses Gratifications Studies

• Theory that people choose media that meet their
  needs, interests
• Surveillance function media provide info on
  whats going on
• Socialized function media help people fit into
  society
• Parasocial Interaction a false sense of
  participating in dialogue
• Diversion function media entertainment
• Stimulation, Relaxation, and Release
• Consistency Theory people choose media messages
  consistent with their individual views

4
Individual Selectivity

• Selective Exposure people choose some media
  messages over others
• Selective (autistic) Perception people tend to
  hear what they want to or expect to hear
• Selective Retention subconsciously, people
  retain some events and messages, not others
• Selective Recall people recollect some events
  and message for long term but not others

5
Socialization

• Socialization learning to fit into society
• Prosocial socialization perpetuates positive
  values
• Role modeling basis for imitative behavior
• Stereotyping using broad strokes to facilitate
  storytelling
• Eavesdropping

6
Media-Depicted Violence

• Observational learning theory that people learn
  behavior seeing it in real life, in depictions
• Cathartic effect people release violent
  inclinations by seeing them portrayed
• Aggressive stimulation theory that people are
  inspired to violence from media depictions
• Catalytic theory media violence is among
  factors that contribute to real-life violence
• Desensitizing theory tolerance of real-life
  violence grows because of media-depicted violence

7
Media-Induced Anxiety Apathy

• Information pollution media deluge people with
  information and no sense of order, priority
• The quantity of information that is available
• The rate at which information is available
• Media-inducted passivity media entice people
  away from social involvement