Mass Media Effects II - Communication
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Questions and Answers

What does Cultivation Theory primarily focus on?

  • The lasting effects of media on audience perceptions (correct)
  • The short-term effects of media exposure
  • The active role of the audience in media interpretation
  • The influence of direct media consumption

    • What does the Media Equation theory suggest about interactions with technology?

  • Interactions with technology are entirely different from real-life interactions.
  • Technology does not influence people's behaviors or emotions.
  • People respond to technology using learned social behaviors. (correct)
  • Human interactions are more complex than interactions with technology.

    • Which concept describes how people avoid media that contradicts their beliefs?

  • Selective Exposure Theory (correct)
  • Framing Theory
  • Two-Step Flow Theory
  • Spiral of Silence

    • What underlying reason do Reeves and Nass give for the Media Equation phenomenon?

    <p>Slow evolution of the human brain relative to modern technology.</p> Signup and view all the answers

    What is a key feature of the Spiral of Silence theory?

    <p>There is a tendency to remain silent if one feels their opinion is in the minority</p> Signup and view all the answers

    According to the Media Equation theory, how do people interact with computers and media?

    <p>They exhibit emotional and polite behaviors as in human interactions.</p> Signup and view all the answers

    What does Two-Step Flow Theory suggest about media communication?

    <p>Opinion leaders mediate the influence of media on the public</p> Signup and view all the answers

    What issue does Griffin raise concerning the Media Equation concept?

    <p>It draws overly on interpersonal communication from social psychology.</p> Signup and view all the answers

    Which theory emphasizes the role of the media in shaping social norms and perceptions over time?

    <p>Cultivation Theory</p> Signup and view all the answers

    What is a key difference between one-way communication and two-way flow of messages as discussed in relation to the Media Equation?

    <p>Two-way flow allows for immediate feedback while one-way does not.</p> Signup and view all the answers

    In what way does Framing Theory operate?

    <p>It analyzes how media content is structured to influence interpretation</p> Signup and view all the answers

    What aspect does the concept of Media Equation relate to?

    <p>The idea that individuals perceive media as a social entity</p> Signup and view all the answers

    What does Media Effect refer to?

    <p>Consequences that can occur as a result of media exposure</p> Signup and view all the answers

    Which theory suggests that media can create a long-term shift in individual perceptions and attitudes?

    <p>Cultivation Theory</p> Signup and view all the answers

    What does Gatekeeping Theory primarily focus on?

    <p>The selection and filtering of media content by gatekeepers</p> Signup and view all the answers

    Which of the following is a primary characteristic of the Spiral of Silence theory?

    <p>Individuals are less likely to share their opinions if they believe they are in the minority</p> Signup and view all the answers

    Which of these describes the Two-Step Flow Theory?

    <p>Media messages are mediated by opinion leaders before reaching the audience</p> Signup and view all the answers

    What is a key aspect of Selective Exposure Theory?

    <p>People prefer media that aligns with their pre-existing views</p> Signup and view all the answers

    How can media effects be described, as per the provided content?

    <p>They can have both positive and negative consequences over varying time spans</p> Signup and view all the answers

    Who could be considered a 'gatekeeper' in the context of media?

    <p>Both B and C</p> Signup and view all the answers

    In the context of media influence, which type of effect might be hardest to identify?

    <p>Latent effects that develop over time</p> Signup and view all the answers

    What is one of the major implications of the Mighty Media era?

    <p>Media can significantly shape culture and individual perceptions</p> Signup and view all the answers

    Study Notes

    Introduction to the Realm of Communication

    • Lecture 10 delivered by Alexandra Nagy-Béni, PhD at Corvinus University of Budapest
    • Topics covered include mass media effects theories
    • The lecture also covered the timetable for the semester including tests and workshops.

    Mass Media Effects II

    • Included media effect theories: gatekeeping, agenda-setting, spiral of silence, framing, priming, cultivation, and media equation theories.
    • These are all part of media effect theories volume 2.

    CommVille Roadmap

    • Covers a semester's worth of topics on communication, interpersonal dynamics, and nonverbal communication.
    • Includes a schedule of workshops, tests, and presentations.
    • The semester covers topics like nonverbal communication, interpersonal communication and influence, and mass communication, etc.

    Media Effects Influence

    • Media effects are occurrences resulting from media influence
    • Effects can be immediate or take a long time to manifest
    • Effects can last from a few seconds to a lifetime
    • Effects can be positive or negative
    • Effects reinforce existing patterns/occur without media intent
    • Media effects can affect individuals and society, institutions, and are observed in public life
    • Some effects are visible, others are latent (hidden)

    Historical Models of Media Influence

    • "Almighty Media" period: before 1940
    • "Powerless Media" period: 1940s-1970s
    • "Mighty Media" period: 1970s-present
    • Gripsrud's principle outlines the progression of media's influence throughout time/chapters.

    Gatekeeping Theory

    • Originated from Kurt Lewin's studies of human behavior
    • Media gatekeeping involves selecting and filtering media content based on time constraints etc
    • Gatekeepers decide what information moves past to the audience and decide what information should move past (e.g. news editors).
    • Key figures in the theory are Lewin, McCombs, Shaw.

    Agenda-Setting Theory

    • News content shapes public beliefs about important societal issues
    • Analysis of the 1968 presidential campaign helped define the theory: focusing on prominent issues
    • First-level agenda setting highlights how media coverage predicts public perception of importance; the amount of coverage predicts how important the issue is
    • Second-level agenda setting demonstrates how the media influences what we think about.
    • The theory's key theorists include McCombs and Shaw.

    Spiral of Silence Theory

    • Public beliefs shape public discourse
    • When media ignore an issue, people are less likely to express opinions on it, even those very important to them.
    • Silence begets more silence; as minority opinions are silenced, consensus forms in a society.
    • The social pressure to adopt the dominant view increases as a result.
    • The theory was developed by Noelle-Neumann.

    Framing Theory

    • Information presentation shapes public perception
    • Framing involves selecting certain aspects of reality, making them more prominent to promote a specific definition of a problem, moral evaluation, etc.
    • Frames influence individual views, and the solutions to the problem at hand.
    • Frames are reinforced every time they appear.
    • Prominent theorists on the theory are Goffman, Entman, Herman, Chomsky.

    Priming Theory

    • The theory examines the ways in which the human brain can be primed to notice events/ideas
    • By reminding us continually of a specific word or phrase, it becomes salient when we see it again, a form of pre-suasion.
    • When an issue repeatedly appears in media, we think about it, because we're primed and ready to notice it in particular contexts/situations.
    • Key figures are Iyengar, Peters, and Kender.

    Cultivation Theory

    • Focuses on long-term media effects
    • Repeated exposure to consistent media themes shapes perceptions of reality, making viewers perceive an illusory reality.
    • Heavy media users may perceive reality differently than those who are light users, even with the same context.
    • Gerbner is a key figure in this theory.

    Media Equation Theory

    • Interactions with computers, television, and new technologies are similar to real-life social interactions.
    • People treat computers and television screens as though the people on the screen are actually there
    • Human beings perceive/react the same way to these types of technologies; study finds people are polite to computers in certain situations, etc.
    • Developed by Reeves and Nass.

    Media Effect Models and Theories

    • Examines the different direct & indirect effect/media usage & consumption of media by its receivers.
    • Looks at different theories, and categorizes them based on the relationship between the sender and receiver of the message. The categories include direct effect/media consumption and indirect effect/media usage.

    Overview of the Semester

    • A timeline for major workshops/presentations throughout the semester was provided.
    • Various topic areas on interpersonal communication were listed.
    • The types of theories discussed were listed, including interpersonal communication theories, etc., and different theories for mass media effects.

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    Related Documents

    The Realm of Communication L10 PDF

    Description

    Explore the theories of mass media effects including gatekeeping, agenda-setting, and framing in this comprehensive quiz. Designed to reinforce your understanding of the impact of media on public perception and interpersonal communication throughout the semester. Prepare for tests and workshops with detailed explanations and examples.

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