Reviewing the Media Models

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Reviewing the Media Models

• December 08, 2006

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Looking at Models

• Personal Influence
• Does this apply today
• Not think in terms of who but rather in terms
  of what
• Political parties
• Different news organizations
• Sometimes the what needs a who (face and a mouth
  to communicate
• Why communicate? To have an effect / influence

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Another Lazarsfeld Model

• Narcotizing Dysfunction
• What is it? People who experience media content
  tend to believe that they have lived that
  material simply because they processed it.
• This is like a drug because it stops/inhibits a
  person from actually going out in the world and
  acting.
• Is this model accurate/true?

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Measuring Truth in Art

• Suspending dis-belief
• You know the art is not real (fiction) but you
  still go against that knowledge
• Believe that what you know is not true is/might
  be/could be true

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Minimal Effects

• Klapper (1960) Limited effects proposed
• Gauntlett (1998) writes about the 10 problems
  with the effects model
• Why in 1998 are we still attacking effects if in
  1960 effects were dismissed?
• Because many researchers have not given up on the
  idea of effect -- media are thought to be
  effective.

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Examples of Media Effect

• Boxing matches and violence
• The Bobo experiment
• Yon-sama as a media effect
• Informs us about stuff that we hadnt thought
  about.
• This is related to framing and/or agenda setting
• Schudson capitalist realist art
• Do we suspend disbelief when we watch
  advertising?
• This gets into our unconscious belief system
• Part of our identity -- that is what good ads
  play to (and that is why they are effective)

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About Gauntlett
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Framing

• It can be as simple as what I just mentioned in
  the ad for Tsubaki
• Framing is the way that you decide how to tell a
  story
• And that differs depending on situational factors
  like history (prior performance) and current
  conditions
• True for news, photographs, pictures / images in
  advertising

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Agenda Setting

• Generally associated with Politics and Media
• McCombs and Shaw talk about the power of news
  media to (use frames) to set the agenda for what
  the politicians will talk about
• What are the important issues? That usually is
  based on questions asked by the media
• However, politicians now recognize the importance
  of setting the agenda for the media
• 1992 Clinton ran against Bush senior, Clintons
  staffs key phrase was Its the Economy, stupid

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Hegemony

• Relates to Power
• Power is defined by (social) relations
• These social relations often get measured in
  terms of economics/money
• Specifically, the power to oppress
• The power to exert ones will on the world stage
  -- in other places

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Agnew

• Recently has said that we are incorrect in saying
  that America is imperialist
• Instead, we should talk about the American system
  of ideas as hegemonic
• Capitalism, American style values have spread for
  various reasons
• They are now the target for resistance as well as
  acceptance

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Hegemony is used in Hall

• 3 stances in decoding
• Audiences receive and use messages in one of 3
  ways.

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Long-term Effects

• Gerbner we get desensitized to violence and we
  also see our everyday lives as dangerous, at
  risk, increases our insecurity
• Desensitized everyday realities of our existence
• Example organization of social interaction in
  Japanese TV shows
• Gitlin the thing that we are looking for is not
  in the media it is the media, itself.

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Thomas Kuhn
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