Mass Media and Health Promotion

The media is an important ally in any public health situation. It serves the role of being a source of correct information as well as an advocate for correct health behaviors.

Before the media can take on that role, it needs to understand the disease, the issues surrounding it, policy and practices, and finally, recommended correct behaviors.

True

<p>media</p> Signup and view all the answers

<p>The mass media helps health workers expand their audience reach, considering the fact that face-to-face channels of communication often require too many human resources and reach only a small number of people in large, underserved rural areas.</p> Signup and view all the answers

<p>Besides informing the public about new diseases and where to seek help, they can also keep the public updated about immunization campaigns.</p> Signup and view all the answers

<p>Help manage seasonal or daily variations in activities like immunization campaigns.</p> Signup and view all the answers

<p>In media studies, media psychology, communication theory and sociology, media influence and media effects are topics relating to mass media and media culture effects on individual or audience thought, attitudes and behavior.</p> Signup and view all the answers

<p>True</p> Signup and view all the answers

<p>Attitudes</p> Signup and view all the answers

<p>Bryant and Zillmann defined media effects as: &quot;the social, cultural, and psychological impact of communicating via the mass media&quot;.</p> Signup and view all the answers

<p>Perse stated that: media effects researchers study &quot;how to control, enhance, or mitigate the impact of the mass media on individuals and society&quot;.</p> Signup and view all the answers

<p>Lang stated: media effects researchers study &quot;what types of content, in what type of medium, affect which people, in what situations&quot;.</p> Signup and view all the answers

<p>From the early 20th century to the 1930s, there were two main explanations for this perception of mass media effects.</p> Signup and view all the answers

<p>The adoption of new technologies like radio and film made media more accessible and influential.</p> Signup and view all the answers

<p>Considers the audience to be targets of an injection or bullet of information fired from the pistol of mass media. The audience are unable to avoid or resist the injection or bullets.</p> Signup and view all the answers

<p>True</p> Signup and view all the answers

<p>The Payne Fund studies, conducted in the United States during this period, focused on the effect of media upon young people.</p> Signup and view all the answers

<p>Hovland et al. (1949) conducted a series of experimental studies to evaluate the effects of using films to indoctrinate American military recruits.</p> Signup and view all the answers

<p>Lazarsfeld (1944) and his colleagues' effectiveness studies of democratic election campaigns launched political campaign effect studies.</p> Signup and view all the answers

<p>Researchers uncovered mounting empirical evidence of the idiosyncratic nature of media effects on individuals and audiences, identifying numerous intervening variables, such as: demographic attributes, social psychological factors, and different media use behaviors.</p> Signup and view all the answers

<p>False</p> Signup and view all the answers

<p>Discusses the indirect effects of media, stating that people are affected by media through the interpersonal influence of opinion leaders.</p> Signup and view all the answers

<p>Joseph T. Klapper asserts in his book, The Effects Of Mass Communication, that audiences are not passive targets of any communication contents. Instead, audiences selectively choose content that is aligned with previously held convictions.</p> Signup and view all the answers

<p>True</p> Signup and view all the answers

<p>Lang and Lang (1981) argued that: the widespread acceptance of limited media effect theory was unwarranted,</p> Signup and view all the answers

<p>True</p> Signup and view all the answers

<p>introduced the possibility of profound long-term media effects.</p> Signup and view all the answers

<p>True</p> Signup and view all the answers

<p>Definitions of social reality</p> Signup and view all the answers

<p>True</p> Signup and view all the answers

<p>&quot;the way media select, process and shape content for their own purposes can have a strong influence on how it is received and interpreted and thus on longer-term consequences&quot; (Mcquail, 2010).</p> Signup and view all the answers

<p>Describes how topics selection and the frequencies of reporting by the mass media affected the perceived salience of those topics within the public audience.</p> Signup and view all the answers

<p>Identifies the media's ability to manipulate audience interpretation of a media message through careful control of angles, facts, opinions, amount of coverage.</p> Signup and view all the answers

<p>States the long-term influence of mass media on people's socioeconomic status with the hypothesis that: &quot;as the infusion of mass media information into a social system increases, higher socioeconomic status segments tend to acquire this information faster than lower socioeconomic status population segments causing the gap in knowledge between the two to increase rather than decrease&quot;.</p> Signup and view all the answers

<p>As an audience engages in media messages, particularly on television, they infer the portrayed world upon the real world.</p> Signup and view all the answers

<p>researchers examined the media's role in shaping social realities, also referred to as &quot;social constructivist&quot; (Gamson and Modigliani, 1989).</p> Signup and view all the answers

<p>First, the media formats images of society in a patterned and predictable way, both in news and entertainment.</p> Signup and view all the answers

<p>True</p> Signup and view all the answers

<p>However, when media messages are the only information source, the audience may implicitly accept the media-constructed reality.</p> Signup and view all the answers

<p>Alternatively, they may choose to derive their social reality from other sources, such as first-hand experience or cultural environment.</p> Signup and view all the answers

<p>This phase also added qualitative and ethnographic research methods to existing quantitative and behaviorist research methods.</p> Signup and view all the answers

<p>Additionally, several research projects focused on media effects surrounding media coverage of minority and fringe social movements.</p> Signup and view all the answers

<p>Van Zoonen's research (1992): Examines the mass media contribution to the women's movement in The Netherlands</p> Signup and view all the answers

<p>research emerged on the effects of individual or group behavior in computer-mediated environments.</p> Signup and view all the answers

<p>The focus was on the effect of computer-mediated communication (CMC) in interpersonal and group interaction.</p> Signup and view all the answers

<p>Early research examined the social interactions and impressions that CMC partners formed of each other, given the restrictive characteristics of CMC-such as the anonymity or lack of nonverbal (auditory or visual) cues.</p> Signup and view all the answers

<p>The first generation of CMC researches simply compared existing &quot;text-only&quot; internet content(e.g. emails) to face-to-face communication (Culnan &amp; Markus,1987).</p> Signup and view all the answers

<p>For example, Daft and Lengel (1986) developed the media richness theory to assess the media's ability of reproducing information.</p> Signup and view all the answers

<p>The internet was widely adopted for personal use further expanding CMC studies.</p> Signup and view all the answers

<p>Theories such as social information processing (Walther,1992) and social identification/deindividuation (SIDE) model (Postmes et al. 2000)</p> Signup and view all the answers

<p>studied CMC effects on users' behavior, comparing these effects to face-to-face communication effects.</p> Signup and view all the answers

<p>False</p> Signup and view all the answers

<p>For instance, Valkenburg &amp; Peter (2009) developed the internet-enhanced self-disclosure hypothesis among adolescents, stating that: social media platforms are primarily used to maintain real-life friendships among young people.</p> Signup and view all the answers

<p>The broad scope of media effects studies creates an organizational challenge.</p> Signup and view all the answers

<p>Organizing media effects by their targeted audience type, either on: an individual (micro-level) or an audience aggregate (macro-level),</p> Signup and view all the answers

<p>Media effects studies target either an individual (micro-level) or an audience aggregate (macro-level).</p> Signup and view all the answers

<p>Theories that base their observations and conclusions on individual media users rather than on groups, institutions, systems, or society at large.</p> Signup and view all the answers

<p>Framing theory</p> Signup and view all the answers

<p>On a micro-level, individuals can be affected in six different ways.</p> Signup and view all the answers

<p>Cognitive: This is the most apparent and measurable effect: includes any new information, meaning or message acquired through media consumption. Cognitive effects extend past knowledge acquisition: individuals can identify patterns, combine information sources and infer information into new behaviors.</p> Signup and view all the answers

<p>Beliefs: We cannot validate every single media message, yet we might choose to believe many of the messages, even about events, people, places and ideas that we have never encountered first-hand.</p> Signup and view all the answers

<p>Attitudes: Media messages, regardless of intention, often trigger judgments or attitudes about the presented topics.</p> Signup and view all the answers

<p>Affect: Refers to any emotional effect, positive or negative, on an individual from media exposure.</p> Signup and view all the answers

<p>Physiological: Media content may trigger an automatic physical reaction, often manifested in fight-or-flight response or dilated pupils.</p> Signup and view all the answers

<p>Behaviors: Researchers measure an individual's obvious response and engagement with media content, measuring any change or reinforcement in behaviors.</p> Signup and view all the answers

<p>Public sphere theory in Communication</p> Signup and view all the answers

<p>Denis McQuail, a prominent communication theorist, organized effects into a graph according to the media effect's: intentionality (planned or unplanned) and time duration (short-term or long-term)</p> Signup and view all the answers

<p>This can allow an individual to complain about media effects without taking responsibility for their own possible effects</p> Signup and view all the answers

<p>This is largely based on attribution theory, where &quot;the person tends to attribute his own reactions to the object world, and those of another, when they differ from his own, to personal characteristics.“</p> Signup and view all the answers

<p>Standley (1994) tested the third-person effect and attribution theory, reporting: people are more likely offer situational reasons for television's effect upon themselves, while offering dispositional reasons for other members of an audience.</p> Signup and view all the answers

<p>This is a concept derived from a network model of memory used in cognitive psychology.</p> Signup and view all the answers

<p>Information is stored in this model as nodes, clustered with related nodes by associated pathways.</p> Signup and view all the answers

<p>If one node is activated, nearby nodes are also activated.</p> Signup and view all the answers

<p>This is known as spreading activation.</p> Signup and view all the answers

<p>Priming occurs when a node is activated, causing related nodes to stand by for possible activation.</p> Signup and view all the answers

<p>Both the intensity and amount of elapsed time from the moment of activation determine the strength and duration of the priming effect.</p> Signup and view all the answers

<p>In media effects studies, priming describes how exposure to media can alter an individual's attitudes, behaviors, or beliefs.</p> Signup and view all the answers

<p>Most media violence research, a popular area of discussion in media effects studies, theorizes that exposure to violent acts may prime an individual to behave more aggressively while the activation lingers.</p> Signup and view all the answers

<p>Miller and Dollard (1941) pioneered social learning theory by their findings that individuals do not need to personally act out a behavior to learn it; they can learn from observation.</p> Signup and view all the answers

<p>Bandura (1977) expanded upon this concept, stating that audiences can learn behaviors from observing fictitious characters.</p> Signup and view all the answers

<p>The effects of media violence upon individuals has many decades of research, starting as early as the 1920s.</p> Signup and view all the answers

<p>Children and adolescents, considered vulnerable media consumers, are often the target of these studies.</p> Signup and view all the answers

<p>Most studies of media violence surround the media categories of television and video games.</p> Signup and view all the answers