Media Effects and Technological Determinism

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Questions and Answers

What is an example of attitudinal effects as described in the content?

A voter changes their political party affiliation.

A tourist decides to visit a location after watching a film. (correct)

A person buys a product after seeing an advertisement.

A student applies a new study technique.

Which factor makes behavioral effects the most challenging to achieve?

Behavioral changes require financial investment.

Changing behavior requires a strong consensus.

People are more inclined to form new opinions.

People often resist changes to their established behaviors. (correct)

What issue did critics raise regarding the film mentioned in the content?

The film's portrayal of Thai culture and stereotypes. (correct)

The film's production budget.

The film's lack of action scenes.

The film's length and pacing.

Which of the following best describes message effects?

Alterations in feelings based on media content. Signup and view all the answers

What is a noted trend following the release of a related film?

Spike in the number of Chinese tourists to certain hotspots. Signup and view all the answers

What does Marshall McLuhan mean by 'the medium is the message'?

The way we understand and interpret information is influenced by the medium used. Signup and view all the answers

Which of the following is a basic assumption of technological determinism?

The medium used often determines the societal structures that emerge. Signup and view all the answers

What psychological effects can media exposure lead to according to the content?

Stress and anxiety. Signup and view all the answers

How does media saturation impact individuals, particularly in the context of COVID-19 news?

It correlates with perceived social isolation. Signup and view all the answers

According to the content, which of the following statements about new media forms is true?

They change our experiences of ourselves and our society. Signup and view all the answers

What percentage increase in the search for plain white slip-ons was reported by The Sole Supplier?

97% Signup and view all the answers

What specific footwear brand experienced a 7,800 percent increase in sales?

Vans Signup and view all the answers

Which effect is described as the lowering of psychological restraints in online behaviors?

Disinhibition Signup and view all the answers

Which of the following is NOT listed as a behavioral effect of online media?

Social integration Signup and view all the answers

What is cited as a potential negative outcome of disinhibition in online environments?

Behaving meanly or rudely Signup and view all the answers

What is a common criticism regarding the game Grand Theft Auto (GTA)?

It encourages antisocial behavior and violence. Signup and view all the answers

Which behavioral effect is particularly associated with online violence?

Desensitization Signup and view all the answers

Why are behavioral effects of media considered difficult to achieve?

People are reluctant to change their behavior. Signup and view all the answers

What characteristic defines hot media?

Includes high-definition communications Signup and view all the answers

Which age does the invention of the alphabet correspond to?

The Age of Literacy Signup and view all the answers

In the electronic age, what does the term 'global village' refer to?

Instantaneous communication connecting everyone Signup and view all the answers

What is a key effect of the print age according to the content?

Emergence of nationalism due to national language Signup and view all the answers

What effect does medium have according to Marshall McLuhan?

Medium influences the effectiveness of the message Signup and view all the answers

How are cool media characterized in the context of audience engagement?

They necessitate a high degree of participation Signup and view all the answers

Which of the following best describes the digital age?

Emergence of digital tribes around specialized interests Signup and view all the answers

What does the transition from the tribal age to the electronic age signify?

The evolution from face-to-face to mediated communication Signup and view all the answers

What is meant by medium effects in communication?

The effect that the medium itself has on its audience. Signup and view all the answers

Which of the following best summarizes the filters described in the propaganda model of communication?

Five aspects that distort news reports in favor of the elite. Signup and view all the answers

What role does ownership play in media according to the content?

Ownership can affect the size and orientation of media organizations. Signup and view all the answers

What is indicated by the term 'flak' in the context of media?

Negative responses directed at media organizations from various stakeholders. Signup and view all the answers

How does advertising function in relation to media organizations?

It creates a mutually beneficial relationship between advertisers and media organizations. Signup and view all the answers

What does 'fear ideology' indicate in the media context?

Fearful narratives are strategically employed to justify certain policies or actions. Signup and view all the answers

What defines the interdependent relationship between sourcing and advertising in media?

Sourcing relies on advertisements to gain legitimacy in reporting. Signup and view all the answers

What is considered a potential consequence of media ownership on news selection?

Ownership can lead to the prioritization of certain news that benefits the owners. Signup and view all the answers

What percentage of shares did the conglomerate acquire in the channel 'ONE 31' from GMM Grammy?

50% Signup and view all the answers

Which television channels does Sirivatanapakdee currently hold significant shares in?

GMM 25 and AMARIN TV HD Signup and view all the answers

What are some examples of services offered by over-the-top (OTT) media platforms?

Live streaming and lifestyle content Signup and view all the answers

What does the mass society perspective suggest about the audience in the late 19th century?

The audience was homogeneous and lacked diversity Signup and view all the answers

Which of the following options is associated with active audience effects?

Audience members as segments with varied responses Signup and view all the answers

What type of content did the statement imply an absence of in the mass society observation?

Scientific evidence Signup and view all the answers

How many digital TV channels does the conglomerate currently hold shares in?

Three Signup and view all the answers

What is a key characteristic of the message effects in active audience theory?

Messages can significantly influence audience behavior Signup and view all the answers

Which of the following describes the role of ownership effects in media studies?

Ownership determines content quality and accessibility Signup and view all the answers

Which channel was previously known as NOW before its rebranding?

Spring 26 Signup and view all the answers

Study Notes

Course Information

Course name: Introduction to Communication
Course code: 851100
Semester: 2/2024
Section: 02
Class time: Tuesday & Friday, 9:30 AM - 11:00 AM
Location: MCB2307
Instructor: Dr. Siwaporn Sukittanon (Asst. Prof.)
Other instructors: Dr. Natanun Kanjanakuha, Dr. Jantanee Kanto
Office locations: MCB 1209, MCB 1225

Media Effects in Society

Date: Friday, November 29, 2024
Key concept: Media effects on society
Categories of Media Effects
- Message effects (cognitive, attitudinal, behavioral, psychological)
- Medium effects (ownership, active audience)

Message Effects: Cognitive

Definition: Short-term learning of information
Example: Learning new medical treatment information

Message Effects: Attitudinal

Definition: Changes in feelings about a product, individual, or idea
Note: Easier to form new opinions than to change existing ones.

Message Effects: Behavioral

Definition: Influencing actions like buying a product or voting.
Note: Difficult to achieve because people are hesitant to change their behavior.
Example: Increased sales of Vans slip-on shoes after "Squid Game"

Message Effects: Psychological

Definition: Arousal through content (fear, joy, etc.)
Note: Includes factors like stress and anxiety related to media saturation/continuous exposure to negative news (e.g., COVID-19).
Related to depression.

Medium Effects: Ownership

Definition: Influence of owners and controllers of media.
Related to Propaganda Model: Distorting news based on the bias of owners/elites.
Key factors: ownership size, profit, advertising. Specific examples from a variety of media types and owners are provided.

Medium Effects: Active Audience

Definition: Audience members are not a single mass but diverse individuals that respond differently to messages depending on time, individual differences and specific reasons.
Note: This contrasts with the mass communication theory, which suggests media effects uniform.

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Description

Test your understanding of media effects, audience responses, and the implications of technological determinism in communication. This quiz covers key concepts such as attitudinal and behavioral effects, psychological impacts of media exposure, and critical analyses of related films.