Media Effects in Society 2024 (PDF)

851100 Introduction to Communication Semester 2/2024 Section: 02 Class Time: Tue & Fri 9.30-11.00 @MCB2307 Asst.Prof. Dr. Siwaporn Sukittanon Office: MCB 1209 Dr. Natanun Kanjanakuha Office: MCB 1225...

851100 Introduction to Communication Semester 2/2024 Section: 02 Class Time: Tue & Fri 9.30-11.00 @MCB2307 Asst.Prof. Dr. Siwaporn Sukittanon Office: MCB 1209 Dr. Natanun Kanjanakuha Office: MCB 1225 Dr. Jantanee Kanto 1 Media Effects in Society (Fri. 29 Nov.2024) 2 Media Effects in Society message effects 1 cognitive effects ME > MED > OWN >> ACT AUD 2 attitudinal effects 3 behavioral effects 4 psychological effects medium effects ownership effects active audience effects 3  Message Effects message effects 4 Levels: cognitive, attitudinal, behavioral, psychological effects Cognitive : The most common and observable message effect is on the short-term learning of information. significant-learning about a new medical treatment; trivial as remembering the lyrics to a popular song) Note: The amount of learning -> depends largely on the motivation level of the person consuming the media. 4 Message Effects attitude _ internal mindset message effects changes in feelings about a product, an individual (political candidate), or an idea based on media content 2 attitudinal effects Note: easier to form new opinion than to get people to change existing ones large increase in # of Chinese tourists some destinations (e.g., BKK, CNX, Pai, Phuket, Koa Tao…) = hotspots (after the release of the film) changes in tourism flow (main filming locations e.g., CNXPai) Some critics raised concerns about the film's portrayal of Thai culture and stereotypes, sparking discussions about cultural sensitivity in Hollywood films. 5 Message Effects behaviour-external action message effects influence actions: buying a product, making a phone call, voting for a 3 behavioral effects candidate; imitating attractive behaviors (dressing, how to behave) Note: Behavioral effects are in many ways the most difficult to achieve because people are reluctant to change their behavior. According to UK-based shoe 97% increase in search for tracker The Sole Supplier, plain white slip-ons, sales of the all-white Vans according to Lyst slip-ons “have increased by a (October 7, 2021) whopping 7,800 percent.” (October 12, 2021) 6 Message Effects message effects influence actions: buying a product, making a phone call, voting for a 3 behavioral effects candidate; imitating attractive behaviors (dressing, how to behave) Note: Behavioral effects are in many ways the most difficult to achieve because people are reluctant to change their behavior. Behavioral effects of online media (social media): * disinhibition => the lowering of psychological restraints, which often serve to regulate behaviors in the online social environment (online interpersonal behaviors: + or -) +: open more about their feelings (e.g., personal stories) -: behave meanly/rudely (e.g., say hurtful things they won’t say face-to-face) (feel anonymous/invisible online) * imitation (esp violence); * desensitization (esp violence) Grand Theft Auto (GTA) has often been at the center of controversy, with many critics arguing that it can incite violence and antisocial behavior. 7 Message Effects message effects arousal through content and/or style: inspire fear, joy, revulsion/strong 4 psychological effects horror, happiness/amusement etc increased stress, anxiety: depression: e.g., “media saturation correlation btw social media overload” (continuous use (exposure to COVID-19 exposure to (negative) news) news) and perceived social -COVID-19 news isolation 8 Medium Effects message effects Marshall McLuhan’s “the medium is the message and the massage” medium effects รูปแบบการสื่ อสารมีผลต่อวิธีที่เราเข้าใจและตีความข้อมูล technological determinist (= believes that social, political, economic, and cultural change is inevitably based on the development and diffusion of technology) -argued that technology inevitably causes specific changes in how people think, in how society is structured, and in the forms of culture that are created. Basic assumptions: 1. the medium is the message: new forms of media transform (massage) our experience of ourselves and our society 2. new forms of media’s influence is ultimately more important than the content that is transmitted in its specific messages—technology determines experience 3. media = “the extensions of man” = literally extend sight, hearing, and touch through time and space 9 Medium Effects message effects Marshall McLuhan’s “the medium is the message and the massage” medium effects Tribal age (to be aware of your surrounding): “primitive” people [face-to-face/hearing] -senses of hearing, touch, taste, and smell (hearing is believing) > the ability to see/visualize The age of literacy (invention of the alphabet): “civilized” societies [phonetic alphabet/seeing] -the visual practice of reading texts => emergence of mathematics, science, philosophy The print age (industrial revolution): mass production of “identical products” [the printing press/seeing] -texts (e.g., books, newspaper) = widespread => reading = alienation/isolation from others -national language => the rise of nationalism The electronic age (global village): “instant” communication [computer/seeing, hearing] -electronic media (e.g., telegraph, telephone) bring us in contact with everyone, everywhere, instantaneously -constant contact with the world becomes a daily reality. The digital age (wireless global village): “digital” technology -digital tribes forming around the most specialized ideas, beliefs, values, interests (e.g., Twitter, Facebook) 10 Medium Effects message effects Marshall McLuhan’s “the medium is the message and the massage” medium effects hot media: cool media: -high-definition communications that have relatively -require a high degree of participation; they are low complete sensory data; -very little is left to the definition. audience’s imagination. -Little is provided by the medium, so much has to Hot media, therefore, are low in audience be filled in by the listener, reader, or viewer. Cool participation. Meaning is essentially provided media require audiences to create meaning through (e.g., movies) high sensory and imaginative involvement (e.g., comic books, conversation, social media) 11 Medium Effects message effects medium effects ownership effects influence of those who own and control the media Basic assumptions (propaganda model of communication): -5 filters distorting news reports (bias/favoring the elites) -mass media (news) => capital and power: selection of news 12 Medium Effects message effects medium effects ownership effects influence of those who own and control the media Ownership Advertising Sourcing Flak Fear ideology mass media ownership => size backbone of the interdependent/ direct flak: the state, fear = justification (news media) and organization symbiotic relationship stakeholder: advertisers, e.g., anti-communism, potential/orientation (mutually beneficial) sponsors (function like a anti-terrorism, of the media e.g., The state, political indirect flak: license) parties, businesses, and dissatisfaction, report, US vs THEM (worthy organization Pay media to produce experts create legitimacy threatening, discredit, IO victim) (i.e., profit content (but ads reach by being the news source Attaching fear to something orientation) If the media challenges to make people resist or customers). for the media (ordinary Media produces content to authority, the state and its ignore it even if it is wrong. people are not invited to generate profit for media disadvantaged sponsors will (Communism, immigrants) appear in the media). owners/sell viewers to deal with them or indirectly advertising companies. attack them with IO. 13  Medium Effects message effects medium effects digital TV ownership effects influence of those who own and control the media cable analog television (CAtv) and digital satellite television (DStv) (subscriber base) 5 ปีผ่านไป ภาพ “กลุ่มทุน” ที่ขยายอาณาจักรสู่ “ทีวีดิจิทัล” ยิ่งชัดเจน ไม่ว่าจะเป็น “กลุ่มทุนธุรกิจชั้นนา” ระดับหมื่นล้านบาท ที่เข้ามาเป็น “เจ้าของสื่ อ” ตระกูล “เจียรวนนท์” มหาเศรษฐี อันดับ 1 ของไทย เป็นเจ้าของช่อง “TNN” และ “True4U” โดยกระโดดเข้ามาตั้งแต่วัน news media แรก เช่นกันกับ “โพธารามิก” เป็นเจ้าของช่อง MONO 29 และตระกูล “ชินวัตร” เป็นเจ้าของช่อง VOICE TV Charoen Pokphand comm. conglomerate ฝั่ ง “ปราสาททองโอสถ” วันประมูลคว้าช่อง “PPTV” แต่ปี 2559 ได้ซ้อ ื หุ้น 50% ในช่อง “ONE 31” จาก GMM Grammy (conglomerate in various business ขณะ “สิ ริวัฒนภักดี” แม้ไม่ได้เข้าประมูล แต่ปัจจุบันถือหุ้นใหญ่ 2 ช่องทีวีดิจิทัล คือ “GMM 25” และ “AMARIN TV HD” lines) multipurpose app: ่ แม้ไม่ติดทาเนียบมหาเศรษฐี แต่ถือหุ้นในบริษัทเจ้าของทีวีดิจิทัลถึง 3 ช่อง คือ ฟากกลุ่มทุน บมจ.นิวส์ เน็ตเวิร์ค คอร์ปอเรชัน Over-the-top (OTT) media สปริงนิวส์ 19, เนชั่นทีวี และสปริง 26 (ช่อง NOW เดิม) service: live streaming, movies, sports, music, https://www.prachachat.net/ict/news-356888 lifestyle, payment etc 14 Active audience Effects message effects mass society: latter half of the 19th century (~1870-1900) medium effects ownership effects active audience effects audience members (segments of audience, individuals) ≠ mass; individuals seek and respond to different messages at different times and for different reasons mass society: latter half of the 19th century (~1870-1900) -mass society observation = lack scientific evidence 1. people in “mass” society lead socially isolated lives => the powerful influences (Magic Bullet/Mass Society) 2. Like all animals, humans are endowed at birth with a uniform set of theory was inadequate to describe and explain the effects instincts that guide their ways of responding to the world around them -psychology discovers the importance of individual 3. individuals attend to events (e.g., media messages) in similar ways differences (psychological factors (e.g., perception, 4. individuals receive and interpret media messages in a uniform way attitudes) in audience behavior) 5. media messages = “bullets,” striking every eye and ear, resulting in effects that are direct, immediate, uniform, and therefore powerful => results = individual differences and selective audience responses 15 Recap message effects change behaviors, attitudes, or beliefs => attitudinal, behavioral, psychological effects changes in feelings about a product, an individual (political candidate), or an 1 attitudinal effects idea based on media content 2 behavioral effects influence actions: buying a product, making a phone call, voting for a candidate; imitating attractive behaviors (dressing, how to behave) 3 psychological effects arousal through content and/or style: inspire fear, joy, revulsion/strong horror, happiness/amusement etc.. medium effects Marshall McLuhan’s “the medium is the message” + technological determinism ownership effects influence of those who own and control the media active audience effects audience members (segments of audience, individuals) ≠ mass; individuals seek and respond to different messages at different times and for different reasons 16  References: Hanson, R. E. (2022). Mass Communication: Living in a Media World (8th ed.). SAGE Publications S., Windahl, & McQuail, D. (2013). Communication Models for the study of mass communications (2nd ed.). Routledge.