Media Effects and Influence Theories
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Questions and Answers

What phenomenon did Albert Bandura demonstrate in the Bobo doll experiment?

  • Children's behavior can be influenced by adult aggression. (correct)
  • Children learn best through direct experience.
  • Children are naturally violent.
  • Media has no influence on children's behavior.

    • What did Joseph Klapper conclude about the role of media in society?

  • Media merely sustains existing beliefs and ideas. (correct)
  • Media has no effect on audiences.
  • Media actively influences decision-making.
  • Media changes people’s thoughts significantly.

    • What is a limitation of the Minimal Effects Models according to the content?

  • They are based on diverse empirical data sources.
  • They accurately measure voter decision-making.
  • They demonstrate media's strong and clear effect on voters.
  • They rely on surveys that may not capture actual voter behavior. (correct)

    • According to the content, what do audiences use to interpret media messages?

    <p>Sociocultural filters and personal experiences.</p> Signup and view all the answers

    What is the suggested reason for the term 'media influences' replacing 'media effects'?

    <p>The impact of media depends on audience interpretation.</p> Signup and view all the answers

    How does media influence a voter's support according to the content?

    <p>It can strengthen existing preferences.</p> Signup and view all the answers

    What cognitive ability differentiates human audience responses from laboratory animals?

    <p>Humans are capable of making informed decisions.</p> Signup and view all the answers

    Which observation led to the questioning of the minimal effects model in relation to voter behavior?

    <p>Media can make voters more confident in their decisions.</p> Signup and view all the answers

    What did Paul Lazarsfeld's Limited Effects Theory primarily emphasize?

    <p>Interpersonal influence is stronger than media influence.</p> Signup and view all the answers

    According to Lazarsfeld, who are considered the primary gatekeepers of media?

    <p>High and educated elite class</p> Signup and view all the answers

    Which research method did Paul Lazarsfeld use to develop the Limited Effects Theory?

    <p>Systematic and empirical study of US voters</p> Signup and view all the answers

    What alternative effect of media did Marshall McLuhan propose?

    <p>Media effects are culturally induced and medium specific.</p> Signup and view all the answers

    Which factor was found to affect the soldiers' attitudes according to Carl Hovland's study?

    <p>Individual mediating or intervening variables</p> Signup and view all the answers

    What criticism did researchers find against the Limited Effects Theory?

    <p>The effects of media vary and are not strictly limited.</p> Signup and view all the answers

    What role do opinion leaders play in the context of Limited Effects Theory?

    <p>They enhance the media's influence through their own interpretations.</p> Signup and view all the answers

    How has the media landscape changed since the establishment of the Limited Effects Theory?

    <p>Media is more pervasive and influential.</p> Signup and view all the answers

    What did Lazarsfeld classify voters into during his study?

    <p>Converts, wavers, and crystallizers</p> Signup and view all the answers

    What aspect of media does the Limited Effects Theory reject?

    <p>The media can completely shape personal beliefs.</p> Signup and view all the answers

    Study Notes

    Bandura's Bobo Doll Experiment

    • Demonstrated how children's behavior can be influenced by adult violence in a laboratory setting
    • 1961

    Klapper's "Effects of Mass Communication (1960)"

    • Argues against media as an agent of change
    • Sees media as a reinforcer or sustainer of existing thoughts and ideas
    • Audience has control, not the media

    Limitations of Minimal Effects Models

    • Primarily focused on media impact on US elections
    • Uses voting as a measure, which is not always an accurate reflection of media impact
    • Surveys used for data collection are often unreliable, as voters may not accurately recall their voting decisions

    Limited Effects Theory

    • By Paul Lazarsfeld
    • Argues that media effects on individuals are minimal
    • Based on the study of US voters in the 1940s
    • Identified three categories of voters:
      • Converts
      • Wavers
      • Crystallizers
    • Proposed the following flow of information
      • Media
      • Gatekeepers (elite class)
      • Opinion Leaders
      • Opinion Followers

    Opinion Leaders

    • Lessen or mitigate media effects through their discussions with peers
    • Influence outweighs that of the media

    Criticisms of Limited Effects Theory

    • Media's influence is not always limited, it can be moderate to high depending on the context
    • Media penetration in society is much higher today than in the 1940s-1970s
    • Other socializing agents like family and education are weakening
    • Marshall McLuhan's Sense Expectation Theory: media effects are culturally induced and medium-specific. The use and interaction with a medium determines the level of effect.

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    Description

    Explore key concepts in media influence and behavior, including Bandura's Bobo Doll Experiment and Klapper's critiques of media. Understand the limitations of minimal effects models and Lazarsfeld's classifications of voters from the 1940s. This quiz will challenge your understanding of how media interacts with audiences and influences opinions.

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