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What is the role of media in any public health situation?
What is the role of media in any public health situation?
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 assumes its role in health promotion, what does it need to do?
Before the media assumes its role in health promotion, what does it need to do?
The media needs to understand the disease, the issues surrounding it, policy and practices, and finally, recommended correct behaviors.
The media is a vital link between health workers and the public, both in the international and local levels.
The media is a vital link between health workers and the public, both in the international and local levels.
True
Public access to health information is mainly limited to the local level.
Public access to health information is mainly limited to the local level.
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How does mass media benefit rural areas regarding access to essential health information?
How does mass media benefit rural areas regarding access to essential health information?
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Mass media does not play a role in reminding people about critical information related to health practices.
Mass media does not play a role in reminding people about critical information related to health practices.
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How can the mass media help empower rural populations?
How can the mass media help empower rural populations?
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What are some of the topics related to mass media that are studied in media studies?
What are some of the topics related to mass media that are studied in media studies?
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The actual force exerted by a media message, resulting in either a change or reinforcement in audience or individual beliefs, is referred to as media influence.
The actual force exerted by a media message, resulting in either a change or reinforcement in audience or individual beliefs, is referred to as media influence.
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Media effects can only be negative in nature.
Media effects can only be negative in nature.
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Media effects are always immediate and short-lived.
Media effects are always immediate and short-lived.
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The impact of media on individual and society is not considered a crucial topic of study in media effects.
The impact of media on individual and society is not considered a crucial topic of study in media effects.
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Not all media effects result in change. Some media messages can reinforce existing beliefs.
Not all media effects result in change. Some media messages can reinforce existing beliefs.
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What factors do researchers examine in an audience after media exposure?
What factors do researchers examine in an audience after media exposure?
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The social, cultural, and psychological impact of communicating via mass media is one widely accepted definition of media effects.
The social, cultural, and psychological impact of communicating via mass media is one widely accepted definition of media effects.
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What is the main focus of media effects researchers according to Perse?
What is the main focus of media effects researchers according to Perse?
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What is the focus of the Langs' research on media effects?
What is the focus of the Langs' research on media effects?
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The powerful media effects phase lasted throughout the entire 20th century.
The powerful media effects phase lasted throughout the entire 20th century.
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In the beginning, the widespread adoption of radio and film was met with skepticism and doubt by the public.
In the beginning, the widespread adoption of radio and film was met with skepticism and doubt by the public.
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Early research on media effects was heavily based on empirical evidence.
Early research on media effects was heavily based on empirical evidence.
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What was the assumption of the strong media effects theories?
What was the assumption of the strong media effects theories?
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The powerful media effects phase was heavily reliant on assumptions about human nature rather than empirical evidence.
The powerful media effects phase was heavily reliant on assumptions about human nature rather than empirical evidence.
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The perception of mass media effects in the early 20th century stemmed from what?
The perception of mass media effects in the early 20th century stemmed from what?
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Propaganda techniques employed during wartime exemplified weak communication effects.
Propaganda techniques employed during wartime exemplified weak communication effects.
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The hypodermic needle model considers the audience as passive and unable to resist media messages.
The hypodermic needle model considers the audience as passive and unable to resist media messages.
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The limited media effects phase completely dismissed the idea of media influence.
The limited media effects phase completely dismissed the idea of media influence.
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The limited media effects phase arose with the increasing emphasis on empirical research in media studies.
The limited media effects phase arose with the increasing emphasis on empirical research in media studies.
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What were the Payne Fund Studies focused on?
What were the Payne Fund Studies focused on?
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The effectiveness studies of democratic election campaigns focused on the effect of media on persuading voters to vote for specific candidates.
The effectiveness studies of democratic election campaigns focused on the effect of media on persuading voters to vote for specific candidates.
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The limited media effects phase emphasized that all media effects are universal and have the same impact on everyone.
The limited media effects phase emphasized that all media effects are universal and have the same impact on everyone.
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The growing body of empirical evidence in the limited media effects phase supported the assumption of universal and predictable media effects.
The growing body of empirical evidence in the limited media effects phase supported the assumption of universal and predictable media effects.
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The limited media effects phase proved that the media has no influence on individual behavior.
The limited media effects phase proved that the media has no influence on individual behavior.
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According to Berelson, what can be concluded about media effects?
According to Berelson, what can be concluded about media effects?
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The limited media effects phase showed that media has no significant influence or effect on individuals.
The limited media effects phase showed that media has no significant influence or effect on individuals.
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What is the focus of the Two-Step Flow of Communication?
What is the focus of the Two-Step Flow of Communication?
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Klapper's Selective Exposure Theory suggests that audience members passively receive all media messages.
Klapper's Selective Exposure Theory suggests that audience members passively receive all media messages.
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The Rediscovered Powerful Media Effects phase emerged as a direct response to the findings of the limited media effects phase.
The Rediscovered Powerful Media Effects phase emerged as a direct response to the findings of the limited media effects phase.
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The widespread use of television in the 1950s and 1960s demonstrated its limited influence on individuals' lives.
The widespread use of television in the 1950s and 1960s demonstrated its limited influence on individuals' lives.
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Early research on media effects focused on exploring the long-term impact of media.
Early research on media effects focused on exploring the long-term impact of media.
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The 'stimuli-reaction' model introduced the possibility of long-term media effects.
The 'stimuli-reaction' model introduced the possibility of long-term media effects.
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The rediscovered powerful media effects phase mainly focused on researching short-term effects of media.
The rediscovered powerful media effects phase mainly focused on researching short-term effects of media.
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The rediscovered powerful media effects phase reemphasized that media's role in shaping social realities is minimal.
The rediscovered powerful media effects phase reemphasized that media's role in shaping social realities is minimal.
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The rediscovered powerful media effects phase emphasized that audiences have complete control over the media messages they are exposed to.
The rediscovered powerful media effects phase emphasized that audiences have complete control over the media messages they are exposed to.
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'Agenda-setting' theory focuses on how news coverage influences the public's perception of the importance of certain topics.
'Agenda-setting' theory focuses on how news coverage influences the public's perception of the importance of certain topics.
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'Framing' theory states that media cannot manipulate the audience's interpretation of a message.
'Framing' theory states that media cannot manipulate the audience's interpretation of a message.
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'Knowledge-gap' theory focuses on how media can narrow the gap in information between different socioeconomic groups.
'Knowledge-gap' theory focuses on how media can narrow the gap in information between different socioeconomic groups.
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What does 'Cultivation' theory suggest about media's influence on individuals?
What does 'Cultivation' theory suggest about media's influence on individuals?
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The 'Negotiated Media Effects' phase emerged in the late 1970s.
The 'Negotiated Media Effects' phase emerged in the late 1970s.
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The 'Negotiated Media Effects' phase emphasized that social realities were a product of individual agency rather than being shaped by media.
The 'Negotiated Media Effects' phase emphasized that social realities were a product of individual agency rather than being shaped by media.
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The 'Negotiated Media Effects' phase suggested that media only presents a one-sided perspective on society.
The 'Negotiated Media Effects' phase suggested that media only presents a one-sided perspective on society.
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Van Zoonen's research examined the role of mass media in the women's movement in The Netherlands.
Van Zoonen's research examined the role of mass media in the women's movement in The Netherlands.
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The New Media Environment phase began in the 1990s, with the rise of the internet.
The New Media Environment phase began in the 1990s, with the rise of the internet.
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The internet's widespread adoption in the late 20th century had limited impact on expanding CMC studies.
The internet's widespread adoption in the late 20th century had limited impact on expanding CMC studies.
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Valkenburg and Peter's research focused on understanding the use of social media platforms to maintain new offline friendships.
Valkenburg and Peter's research focused on understanding the use of social media platforms to maintain new offline friendships.
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The rapid evolution of new CMC technologies has made existing media effects theories obsolete.
The rapid evolution of new CMC technologies has made existing media effects theories obsolete.
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The broad scope of media effects studies poses a significant organizational challenge.
The broad scope of media effects studies poses a significant organizational challenge.
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Media effects studies can be categorized based on the type of audience targeted, either individual or aggregate.
Media effects studies can be categorized based on the type of audience targeted, either individual or aggregate.
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Micro-level theories are based on observations and conclusions drawn from the study of large groups or institutions.
Micro-level theories are based on observations and conclusions drawn from the study of large groups or institutions.
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The Elaboration Likelihood Model is an example of a micro-level theory.
The Elaboration Likelihood Model is an example of a micro-level theory.
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Macro-level theories are based on observations and conclusions drawn from the study of individual media users.
Macro-level theories are based on observations and conclusions drawn from the study of individual media users.
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The 'Knowledge-Gap' theory is an example of a macro-level theory.
The 'Knowledge-Gap' theory is an example of a macro-level theory.
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According to McQuail, media effects can be organized based on their intentionality and time duration.
According to McQuail, media effects can be organized based on their intentionality and time duration.
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The Third-Person Effect suggests that individuals believe they are more susceptible to media's influence than others.
The Third-Person Effect suggests that individuals believe they are more susceptible to media's influence than others.
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The 'Priming' theory is rooted in a network model of memory.
The 'Priming' theory is rooted in a network model of memory.
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The Priming effect increases in strength and duration with the amount of elapsed time since the initial activation.
The Priming effect increases in strength and duration with the amount of elapsed time since the initial activation.
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Social Learning Theory suggests that individuals need to personally act out a behavior to learn it.
Social Learning Theory suggests that individuals need to personally act out a behavior to learn it.
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Bandura's research concluded that people can learn new behaviors from watching fictional characters.
Bandura's research concluded that people can learn new behaviors from watching fictional characters.
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The effects of media violence on individuals have been a topic of research since the mid-20th century.
The effects of media violence on individuals have been a topic of research since the mid-20th century.
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Children and adolescents are not considered a vulnerable group when it comes to the effects of media violence.
Children and adolescents are not considered a vulnerable group when it comes to the effects of media violence.
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Desensitization to violence in media can lead to increased anxiety about potential violence in real life.
Desensitization to violence in media can lead to increased anxiety about potential violence in real life.
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'Cultivation' theory suggests that sustained exposure to media can shape our perception of social reality.
'Cultivation' theory suggests that sustained exposure to media can shape our perception of social reality.
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'Agenda-setting' theory suggests that the media's emphasis on certain topics does not influence the public's perception of their importance.
'Agenda-setting' theory suggests that the media's emphasis on certain topics does not influence the public's perception of their importance.
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The 'Spiral of Silence' theory explains how individuals can be silenced because of their fear of social isolation and a willingness to self-censor.
The 'Spiral of Silence' theory explains how individuals can be silenced because of their fear of social isolation and a willingness to self-censor.
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The internet and web 2.0 technologies have had limited impact on reforming media use patterns.
The internet and web 2.0 technologies have had limited impact on reforming media use patterns.
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The 'Selectivity of Media Use' proposition suggests that individuals are equally influenced by all media messages.
The 'Selectivity of Media Use' proposition suggests that individuals are equally influenced by all media messages.
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The 'Uses and Gratifications' theory and the 'Selective Exposure Theory' are both based on the assumption that individuals actively choose the media they consume.
The 'Uses and Gratifications' theory and the 'Selective Exposure Theory' are both based on the assumption that individuals actively choose the media they consume.
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The inherent properties of the media itself, such as modality, content, and structure, are not considered as potential predictors of media effects.
The inherent properties of the media itself, such as modality, content, and structure, are not considered as potential predictors of media effects.
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The idea that media effects are primarily direct and immediate has been widely accepted.
The idea that media effects are primarily direct and immediate has been widely accepted.
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The 'Transactional' nature of media effects suggests that individuals are passive recipients of media messages.
The 'Transactional' nature of media effects suggests that individuals are passive recipients of media messages.
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The internet's potential for serving as a health information hub has been widely recognized and utilized.
The internet's potential for serving as a health information hub has been widely recognized and utilized.
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The widespread availability of health information on the internet has reduced misinformation and harmful content.
The widespread availability of health information on the internet has reduced misinformation and harmful content.
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The decision to use a particular medium for health communication should be based on assumptions rather than research.
The decision to use a particular medium for health communication should be based on assumptions rather than research.
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Media that is too complicated to be easily accessed by the average person is highly effective for reaching a wide range of people.
Media that is too complicated to be easily accessed by the average person is highly effective for reaching a wide range of people.
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Audience research plays a vital role in informing the choice of media for health communication.
Audience research plays a vital role in informing the choice of media for health communication.
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Study Notes
Mass Media and Health Promotion
- Media plays a critical role in public health, acting as a source of correct information and advocate for correct behaviors.
- Before acting in this role, media needs to understand the disease, surrounding issues, policies, practices, and recommended behaviors.
- Local and international media are vital links between health workers and the public.
- Health authorities educate media on essential health information, relayed via various channels.
- Training programs are developed by the government to help local media understand complex diseases and enable effective reporting.
Mass Media: Expanding Reach & Health Promotion
- Mass media helps expand health workers' reach to wider audiences, essential given face-to-face communication limitations in rural, underserved areas.
- Media provides a vital link among rural residents and critical health information via radio and television.
- Mass media promotes behaviors by persuading or reminding audiences about crucial information.
- It also informs public about new diseases and immunization campaigns.
Mass Media: Expanding Reach & Health Promotion Cont'd
- Media informs people about seasonal or daily variations concerning health activities like immunization campaigns.
- Media also informs about product availability and explains new health skills like creating oral rehydration solutions.
- Media also promotes behaviors like yearly ivermectin use, and increases community engagement with health workers.
Influence of Mass Media
- Media influence encompasses the actual effect of a media message, leading to either a change or reinforcement in audience or individual beliefs.
- Media effects are measurable outcomes arising from media influence.
- Media influence is contingent on several factors including audience demographics and psychological characteristics.
- These effects can be positive or negative, abrupt or gradual, and short-term or long-lasting.
Influence of Mass Media Cont'd
- Not all media effects lead to change; some reinforce existing beliefs.
- Researchers examine audiences after media exposure to analyze changes in cognition, beliefs, attitudes, emotional, physiological, behavioral effects.
Powerful Media Effects Phase
- Early 20th to 1930s, mass media technologies were seen as powerful in shaping audience beliefs, cognition, and behaviors.
- Audiences were perceived as passive and homogeneous.
- Mass media effects' perception stemmed from widespread audience reach among average households and the speed of dissemination.
- Propaganda was used to unite people; early media effect theories stated that mass media held supreme power.
Powerful Media Effects Phase Cont'd
- Representative theories include the hypodermic needle model/magic bullet theory.
- This theory portrays an audience as targets for media messages, unable to resist.
Limited Media Effects Phase
- 1930s onwards, research emphasized the importance of empirical research, complex audience nature, and idiosyncratic impacts of media.
- The Payne Fund studies focused on media effects on young people.
- Research focused on persuasion effects and the influence of media on specific populations.
- Studies examined media effects on military recruits and political campaigns.
Limited Media Effects Phase Cont'd
- Researchers uncovered the idiosyncratic nature of media effects, highlighting intervening variables like demographics, social psychology, and media usage behaviors.
- Isolating media's influence that affected cognition, attitudes, and behavior became difficult.
- Berelson (1959) concluded that some media communications have effects on some people under certain conditions.
Limited Media Effects Phase Cont'd
- Representative theories include the two-step flow of communication(media effects through opinion leaders) and Klapper's selective exposure theory(audiences actively choose media content aligning with pre-existing beliefs).
Rediscovered Powerful Media Effects Phase
- The 1950s and 1960s saw a rediscovery of the power of media; widespread TV use indicated significant impacts on social life.
- Early investigations were criticized for focusing narrowly on immediate effects and overlooking long-term impacts.
- The "stimuli-reaction" model recognized the long-term impact of media.
Rediscovered Powerful Media Effects Phase Cont'd
- More attention was paid to collective cultural patterns, definitions of social reality, and ideology and institutional behaviors.
- Audiences were seen as still in control of media consumption, yet media could greatly influence how information was received, and its longer-term consequences.
Rediscovered Powerful Media Effects Phase Cont'd
- Representative theories include agenda-setting theory (media's role in shaping public perception of topics) and framing theory (media’s influence on how individuals interpret information).
Rediscovered Powerful Media Effects Phase Cont'd
- Knowledge-gap theory: Higher socioeconomic groups absorb information faster than lower ones, increasing the knowledge gap.
- Cultivation theory: Media portrays a world that viewers infer as reality.
Negotiated Media Effects Phase
- The late 1970s emphasis on the media's role in shaping social reality.
- This approach evaluated the media's role in constructing societal images as seen in news and entertainment.
- Audience members interact with media-constructed realities and control their interpretation.
Negotiated Media Effects Phase Cont'd
- Qualitative and ethnographic research methods were added to existing quantitative and behavioral research to examine media effects in diverse contexts (e.g., minority and fringe social movements).
- Van Zoonen's research examined women's movements in the Netherlands and the media's role in shaping these events.
New Media Environment Phase
- Research in the 1970s examined computer-mediated communication (CMC) effects on individual and group behavior.
- Focus on interpersonal and group interaction in CMC.
- Early research on CMC characteristics (anonymity, lack of nonverbal cues) and their impact on social interaction and impressions.
New Media Environment Phase Cont'd
- Early CMC research compared text-only Internet content and emails to face-to-face communication.
- Media richness theory evaluated media's ability to reproduce information.
- In the 1990s, internet adoption further expanded CMC studies, prompting consideration of theories like social information processing and social identification/deindividuation.
New Media Environment Phase Cont'd
- Research included the correlation between media and social media platforms.
- Study of media properties' (modality, content) influence on audiences.
- Focus on the effects of user-generated content on websites and social media, as well as, increased user selectivity.
Typology
- Media effects studies target either individual (micro-level) or audience aggregate (macro-level) effects.
- Micro-level theories focus on individual media use, based on observations of individual media users.
- Macro-level theories examine effects on large audiences, groups, institutions, systems, and ideologies.
Typology Cont'd
- Micro-level theories include elaboration likelihood model, social cognitive theory, framing theory, priming theory, etc.
- On a micro-level, individual effects can be cognitive, affecting beliefs, attitudes, physiological responses, and behaviors.
Key Media Effects Theories
- Micro-level includes third-person effect, priming, and social learning with examples of media violence studies.
- Macro-level media effects include agenda-setting and framing in news coverage along with cultural considerations and the spiral of silence.
Features of Current Media
- Media selectivity of use: Audiences selectively choose media messages.
- Media properties: Media formats (modality, content) themselves can predict media effects.
- Indirect media effects (not direct) highlight intervening variables affecting media outcomes.
- Conditional media effects incorporate specific user characteristics which moderate or intensify media outcomes.
Features of Current Media Cont'd
- Transactional media: Media effects are reciprocal – influenced by users' choices and responses.
- Theories posit that communications of information from producers to users are reciprocal.
- Information is exchanged simultaneously and dynamically.
The Internet Revolution
- The internet expands health access, surpassing geographical barriers, and serves as a crucial health resource in regions lacking expertise.
- Increased information access.
- Local internet settings could serve as public health hubs.
- The internet's growth brings an important caveat – an unprecedented rate of misinformation and potentially harmful information.
Choice of Media
- Media choice should depend on audience research rather than assumptions about its efficacy.
- Selection relies on audience preferences, not just technology availability.
- Media technologies usefulness should align with intended users' needs and technical literacy.
Further Readings
- Some web links are provided for further information about the topic.
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Description
This quiz explores the critical role of mass media in public health promotion. It highlights how media serves as a bridge between health workers and the community, ensuring the dissemination of crucial health information. Additionally, it emphasizes training programs aimed at enhancing media's understanding of complex health issues.
