Ch 13 Media Effects Theories PDF

Effects of Media Communication Chapter 13 Dr. Mohamed Hossam Ismail Professor Dept. of Journalism Faculty of Mass Comm. Cairo University/MIU  Media Effects All media people agree that the media has an affect on the audience. There are many different theories about what effec...

Effects of Media Communication Chapter 13 Dr. Mohamed Hossam Ismail Professor Dept. of Journalism Faculty of Mass Comm. Cairo University/MIU  Media Effects All media people agree that the media has an affect on the audience. There are many different theories about what effect the media may have on the audience. Chapter 13 summarizes some of the top theories on media effects.  History of general media effects theories 1920 – 1940: Very Powerful Effects (Magic Bullet Theory) 1940 – 1960: Limited Effect Theories 1980s – Present: Powerful Effects Sometimes Theories Bullet theory/Hypodermic needle theory See the ad Immediately go buy  Bullet theory/Hypodermic needle theory Watch the cartoon Immediately imitate the cartoon ❑The Bullet Theory (Hypodermic Needle or Transmission Belt Theory): It was influenced by the power of Propaganda in WWI and was very popular in until the years of WWII. Rise of Fascism and Nazism. Predicted that the media effect was strong, immediate and affected all audience members who happened to be exposed to the messages. General Trends in Effects Theory Magic bullet / hypodermic needle theory  Discussion Do you think the media has an immediate and powerful impact on the audience? Examples?  Criticism of bullet theory Was the most popular theory in the first half of the 20th century. Now it is not so popular. Critics say the audience is not passive today. It is rather active. Critics say that the audience is exposed to many different media with different opinions and content, so the impact today is much less.  Revivalism of of bullet theory Some scholars claim that bullet theory could be applied on social media for Gen Z and Gen alpha. Soft porn of TikTok (Magic Bullet). Analyzing phenomena of Charisma and its impacts in light of hindering critical thinking. It means we have Hitlers of popular culture.  The Limited Effect Model Certain studies led to the view that mass communication typically has small effects. That media effects are LIMITED. 1. It’s effective in transmitting information not changing attitudes. 2. Selective perception could reduce the effectiveness of the message. 3. There are some mediating factors that reduces the effects of mass communication (selective processes, group processes, group norms and opinion leadership).  The Limited Effect Model It’s effective in transmitting information not changing attitudes. NOT:  The Limited Effect Model 2. Selective perception could reduce the effectiveness of the message. People perceive media messages differently, according to assumptions, culture, motivations, mood and attitudes. Since perception is different from person to person, then so is the effect of a media message. This makes the message less effective.  The Limited Effect Model 3. There are some mediating factors that reduces the effects of mass communication such as: Selective processes (Selective exposure, attention, perception, retention). Group processes, e.g. power within the group. Group norms Opinion leadership (two-step communication). Limited effects model criticism Powerful Effects Sometimes Model Under certain circumstances, the media can have a significant effect on large number of people. For example, if a campaign has clear objectives, specific target audience, and find relevant themes/techniques to stress the message It was presented by Elizabeth Noelle-Newmann. Her spiral-of-silence theory would fit under the powerful-effect-sometimes model. (Later slide)  Powerful Effects Sometimes Model It’s in between Bullet and Limited. Bullet says the effect is always powerful. Limited says effect is never powerful. Powerful effects model says the media SOMETIMES has very powerful effects. Powerful effects do not occur universally or easily but only when the right communication techniques are used under the right circumstances. For example, a media message can be powerful if a campaign has clear objectives, specific target audience, and find relevant themes/techniques to stress the message. Imagine if there is a PSA campaign like (beautify your manners directed to you (Gen Z) in Al- ahram newspaper? Specific Theories of Media Effects Cultivation theory Spiral of Silence Social Learning Theory We’re NOT taking the rest of the chapter: Framing Theory Media Determinism Media Hegemony  Discussion question cultivation theory How long do you watch or read news or crime section especially? To what extent do you fear for your safety when you go out? Have you ever seen or experienced a violent act?  Cultivation Theory Cultivation theory argues that the media can have a powerful effect over time, changing people’s culture. It was developed by George Gerbner and his colleagues. Was developed to explain the effect of television viewing on people’s perceptions, attitudes and values.  Cultivation Theory Gerbner argues that for heavy viewers, television virtually monopolizes and subsumes/exceeds other sources of information, ideas and consciousness (now visual contents). The original research was comparing between heavy and light viewers. Cultivation: the teaching of a common worldview, common roles and common values based on television content.  Television citizenship/Cultivation: the teaching of a common worldview, common roles and common values based on television content. American Japanese TV Egyptian Citizen French  Effects of media according to cultivation theory For Heavy Viewers: Makes the world feel less safe, perceiving a “mean world”. Heavy gamers of +18 games like GTA and the similar.  Active Audience Another refinement on the hypothesis is based on the evidence that viewers actively and differently evaluate television content. So the effects of cultivation theory were divided into two effects on two types or variables: 1. First-Hand beliefs 2. Second-Hand beliefs  First-Hand Beliefs: refer to beliefs concerning various facts about the real world (ex: percentage of victims of crimes) and based on personal experiences. Examples: 99% of Egyptian women have experienced harassment. Egypt has one of the highest levels of road accidents in the world. Second-Hand Beliefs: refer to basing general expectations or orientations based on these facts. Example: the general belief that Egypt is a safe or dangerous place? travel or not? Effects of Mass Communication Chapter 13 Lecture 2 Spiral of Silence  The spiral of Silence It was developed by Elizabeth Neumann, who argues that the media has powerful effects sometimes which were underestimated in the past. She believes that media coverage can encourage people to speak about certain topics and inhibit/constrain them to talk less or even be silent on other topics. People will speak about topics if they feel they are in the majority opinion about that topic. People will speak less and less about topics if they feel they are in the minority opinion about that topic (Politics – Sex – Religion).  Mass Media Effect in spiral of silence The mass media can affect the spiral of silence in three ways: 1. They shape the impressions about which opinions are dominant. 2. They shape impressions about which opinions are on the increase. 3. They shape impressions about which opinions one can utter in public without becoming isolated.  She argues that the media has three major characteristics that encourage or discourage people from speaking: Cumulation: ‫ التراكم‬is the buildup of certain themes or messages over time Ubiquity: ‫في كل مكان‬/‫ الشمول‬is the widespread presence of the mass media Consonance: ‫ االنسجام‬is the unified picture of an event or issue that can develop and is often shared by different media. The effect is that people cannot find a different point of view in the media.  Social learning theory Discussion How do children learn how to behave? How do teens learn how to behave?  Social Learning Theory 1. It was developed by Albert Bandura. 2. It suggests that learning takes place. through observing the behavior of others. 3. It acknowledges that human beings are capable of cognition or thinking and that they can benefit from observation and experience.  Social Learning Theory The theory suggest that in the past we learned behavior by observing the behavior of people in real life. Now, we can also learn behavior by observing people in the media (Social media influencers). Discussion: From which media content can we learn the following: How to dress/which clothes to wear How to behave on a date/ as a fiancé The ideal body shape How to eat healthy Examples of social learning theory Learning what to wear from the fashions in the media Learning how to behave on a date by watching romance movies and series Learning about the ideal body shape and dieting by seeing celebrities and models or photo shopped ads Media Effects Exercise Theory Definition Bullet Theory States that the media effect can sometimes be strong and at other times may be weak. People learn behavior through observing the behavior of people in the media. Limited Effect States that the selective processes decrease message effectiveness Theory Used the term Television Citizenship Powerful States that audiences who use a medium a lot, will have a common sometimes worldview and common values with the rest of the audience of that Theory medium. States that media only transmits information, but does not change attitudes. Cultivation States that the media effect is always strong, immediate and affects all Theory audience members States that media effect will be strong if we use the right communication techniques under the right circumstances. Spiral of States that the media’s effect happens over time, changing people’s Silence perceptions, attitudes and values. Explains media effects through the terms “cumulation”, “ubiquity” and “Consonance. Social Learning Refers to concept that heavy media usage leads to common outlooks for different social groups.  Identify the A researcher media is trying effect to prove theory that heavy viewersin of the American series from all over the world have essentially following cases: become “American series citizens” and have more in common with each other than with their own cultures. A researcher is trying to prove that people speak less and less about the problem of Female Genital Mutilation (‫)الختان‬ in the Egyptian media because they are always attacked by conservatives and fanatics whenever the topic is brought up. Children these days believe evil always wins because watching a lot of cartoons on television that feature victorious yet evil characters.  Teenagers these days refuse to wear glasses because movies and series tend to present such people as geeks. When people watch ads for junk food, they will all get hungry and place an order.