Week 2.1 Mass Media Effects PDF
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Mina Choi
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This presentation explores various theories of media effects, including the cultivation theory, social cognitive theory. The presentation covers topics such as types of media effects research, and the effects of media on attitudes and behaviors. It also contains examples related to the LGBTQ+ community and the implications of certain media portrayals.
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Week 2.1 Mass Media Effects Types of Media Effects Research Powerful or Weak Media Effects? Cultivation Theory Cultivation theory in short: https://www.youtube.com/watch?v=iJ8iE8bvLVg 1. The Why (system) 2. The What (message) 2. The What (message) Example: LGBTQ+ in media Nisbet & Meye...
Week 2.1 Mass Media Effects Types of Media Effects Research Powerful or Weak Media Effects? Cultivation Theory Cultivation theory in short: https://www.youtube.com/watch?v=iJ8iE8bvLVg 1. The Why (system) 2. The What (message) 2. The What (message) Example: LGBTQ+ in media Nisbet & Meyers 2012 Example: LGBTQ+ in media Portrayals Liu, 2012; OU 3. To What Effect Types of effects https://www.nbcnews.com/video/tvs-impact-on-the-gay-marriage-debate- 23534659913 Public attitude change toward LGBTQ+ issues (Gay marriage, equal access, etc.) A Conditional Effect: First Proposal 5 Positive Attitudes Toward 4.5 LGBTQ+ Issues 4 3.5 3 2.5 2 1.5 1 0.5 0 Light Heavy A Conditional Effect: First Proposal 5 Positive Attitudes Toward 4.5 LGBTQ+ Issues 4 3.5 3 2.5 Not actually supported by the data. 2 Instead… 1.5 1 0.5 0 Light Heavy Gerbner et al.’s Revisions to Cultivation Theory Example of mainstreaming Men Women 5 4 2 LIGHT VIEWING HEAVY VIEWING Gerbner et al.’s Revisions to Cultivation Theory Example of Resonance Know Many LGBTQ+ Members Know Few LGBTQ+ Members 7 4 3.5 3 LIGHT VIEWING HEAVY VIEWING Gerbner et al.’s Revisions to Cultivation Theory Gerbner et al.’s Revisions to Cultivation Theory Potential Mainstreaming & Resonance Patterns Lasting Contribution: Mean World Syndrome Comparing Prime Time, National News & Local News Social Cognitive Theory (Bandura) Social Cognitive Theory (Bandura) A linear sequence of observational learning 1. Attention notices something in the environment 2. remembers what was noticed Retention 3. produces an action that is a copy of what was Reproduction noticed 4. consequence changes the probability the behavior Motivation will be emitted again Social cognitive theory (Bandura) https://youtu.be/NjTxQy_U3ac?t =25 https://youtube.com/shorts/XvG Dlp4tglM?si=HPqTeSMQlcOTZB Hz
