The Realm of Communication L9 PDF

Corvinus University of Budapest The Realm of Communication 9th lecture Alexandra Nagy-Béni, PhD  Agenda INTRODU C TION TO MASS (MEDIA) COMMUNICATION & MASS MEDIA EFFECTS I. Levels of communication...

Corvinus University of Budapest The Realm of Communication 9th lecture Alexandra Nagy-Béni, PhD  Agenda INTRODU C TION TO MASS (MEDIA) COMMUNICATION & MASS MEDIA EFFECTS I. Levels of communication Mass communication and mass media What are media effects? Media effect theories vol.1  Communication and influence Presentation of group projects CommVille Written test 1. 12 Roadmap 8 6 11 7 9 10 5 Nonverbal Dimensions of 3 Written test 2. 2 communication interpersonal relationships Mass (media) 1 Introduction to communication & 4 mass (media) Mass media Introduction to communication & effects II. interpersonal Mass media Overview communication Interpersonal effects I. of the communication Models and semester and culture theories of interpersonal communication Levels of communication  Few senders Mass communication Institutional/organisational communication Group Intergroup communication Intragroup Interpersonal communication Intrapersonal communication (McQuail, 2010) Many senders  Mass communication "A society-wide communication process in which an individual or institution uses technology to send messages to a large, mixed audience" Sender/receiver separated in space (and time) The audience is not fully known to the communicator Feedback: traditionally limited but growing rapidly Reality: mix of levels  MASS MA SS MEDIA COMMUNICATION Focus: technological tools used to Focus: society-wide process transmit the messages of mass 'MASS' communication the mix of ordinary people who the size of the audience - as in receive the message—“the massive masses”  Rise of mass society B EFO RE I N DUS TRIAL IZATION People lived in rural communities where their neighbours were likely to be similar to them AFTER THE I N DUS TRIAL REVO L UTI ON Massive migration from the rural areas into the cities → In mass societies people learn about the world from mass media sources WHAT HEL D MAS S S O CI ETY TO GETHER? The mass media were replacing the church, family, and community in shaping public opinion Wait a sec... media Medium can refer to a channel of communication, such as television, radio, or or medium? the internet - Plural: media Media is also used as a mass noun to refer to communication channels Medium2: sy. who communicates with spirits/has psychic powers - Plural: mediums SO , W HA T DO W E MEA N BY MEDI A? “Media is the plural form of medium, now treated as a collective noun and as either singular or plural. When used in this unqualified form it usually refers to the mass media and often more specifically either mass media organisations or, in particular the press” (Chandler & Munday, 2020, p. 502) How will the future of media look like? PL EASE MAKE YOUR PREDICTIONS FOR 2030 -2 0 50 What is a media effect? EI GHT CO MMO N C O N C ER N S Timing: Duration: Valence: Change: immediate vs. temporary vs. negative vs. difference vs. no long-term permanent positive difference Intention: vs. Level: micro vs. Direct: vs. Manifestation: non-intention macro indirect observable vs. non-observable Media effects are those things that occur as a result—either in part or in whole—from media influence They can occur immediately, or they can take a long time to occur after any particular exposure They can last for a few seconds or an entire lifetime They can be positive as well as negative They can show up clearly as changes but they can also reinforce existing patterns They can occur whether the media have an intention for them to occur or not They can affect individual people or all people in the form of the public They can also affect institutions and society They can act directly on a target, or they can act indirectly They can be easily observable or they can be latent and therefore much more difficult to observe  B R OAD DEFI NI TI ON We are continually being exposed to media information either directly from media exposures or indirectly by other people talking about media exposures However, the media are not constantly causing effects in us, because we are always able to reject the media influence and create our own effects - BUT we have to be able spot these effects! "ALMI G HTY MEDI A' The time until 1940 "PO W ER LES S MEDI A" The 1940s-1970 "MIGHTY MEDIA" Gripsrud's The 1970s and the time after principle of three eras/chapters  "Almighty media" Main idea: media could inject values, attitudes and ways of thinking and behaving directly into the heads of the defenceless public Clever devices used by the media could make people do almost anything Hypodermic needle theories/ effect theories  "Powerless media" Main idea: media could not have much of an influence on people unless it played into what people already thought The media's influence is transmitted via opinion leaders The audience is seen as composed of independently thinking and acting individuals who used the media to satisfy their needs Two-step flow theory, uses and gratifications etc.  "Mighty media" Main idea: the media did not determine what people were thinking but rather it had an influence on what people were thinking about Gerbner's extensive studies of the long-term effects of watching television Cultivation theory, agenda-setting theory etc. Almighty media  Hypodermic Needle Theory/ Magic Bullet Theory LAS S WELL Trigger: mass media messages outweigh other cultural influences, such as family and community Assumption: audiences passively accept media messages and exhibit predictable reactions in response to those messages Criticism of "cunning" politicians and propaganda E.g., radio broadcast of War of the Worlds in 1938 E.g., Columbine High School massacre in 1999  Hypodermic Needle Theory/ Magic Bullet Theory LAS S WELL Messages are able to hit individuals directly and personally like a bullet and cause immediate reactions Consumers: limited sources of information no competing messages positive attitudes towards mass media lack of alternatives Source: vectorstock.com/31755417 Movieclips. (2019, May 15). Shrek 2 (2004) - Puss in Boots Scene (3/10) | Movieclips [video]. YouTube https://www.youtube.com/watch?v=vaJ2yQC_ktY&t=2s Purple. (2018, April 7). Does Your Mattress Pass The Human Egg Drop Test? - Purple Mattress [video]. YouTube https://www.youtube.com/watch?v=yLDLRx2atLQ Powerless media  Two-Step Flow Model LAZARSFELD, KATZ Trigger: the attempt to examine the effects of political campaigns on voter choice Finding: undecided voters generally turned to family and community members to help them decide = opinion leaders Interpersonal interactions  mass media messages Opinion leaders who are directly influenced by mass media, help shape the views of most individuals in society They also pass on their own interpretations Source: Simply Sociology TheEllenShow. (2019, January 22). Anne Hathaway Pranks Ellen's Audience with 'Clementime’ [video]. YouTube https://www.youtube.com/watch?v=g70XH9bwTvw  Diffusion of Innovations ROGERS Trigger: how information gets disseminated in societies Extending Lazarsfeld's ideas beyond the realm of political information Main idea: information about innovations is disseminated in a step-by-step fashion First group: "early adopters" who like to try news things and monitor the media - they pass the information on to the opinion leaders Source: Pinterest  Go along Skeptics Adopt if practical Adopt after proven Accept change Adopt after forced Value tradition Change averse Visionaries and enthusiasts Mainstream adotpers Resisters Source: www.brainzmagazine.com  Uses and Gratifications BLU MER, KATZ Assumption: individuals are active in making choices about selecting media and messages Assumption: individuals are aware of their motives for information and entertainment - they seek out media messages to satisfy their needs Claims: the behaviour is purposive, motivated people are the initiators social factors guide, filter and mediate media competes with other forms of communication  Uses and Gratifications BLU MER, KATZ The effects of the media are not viewed as particularly powerful - people can control them Audience characteristics: individual differences among audience members intervene between the media and any effects E.g., watching Dancing With the Stars while simultaneously tweeting about it Functions: we seek out entertainment, find information, communicate with like-minded individuals, pursue self-expression etc. Criticism: individualistic, ability to articulate motivations  Selective Exposure Theory KLAPPER Main idea: mass communication does not directly influence people, but just reinforces people’s predispositions Five mediating factors: predispositions and the related processes group norms interpersonal dissemination exercise of opinion leadership nature of mass media Source: Pinterest  Selective Exposure Theory KLAPPER Three basic concepts: 1) Selective exposure: people keep away from communication of opposite hue 2) Selective perception: when faced with unsympathetic material, people don't perceive it, or make it fit for their existing opinion 3) Selective retention: people simply forget the unsympathetic material Opinion leaders can form one's predisposition and can lead someone to be exposed by mass communication Source: Pinterest TalentDevelopment. (2015, May 17). Selective Listening - Hearing only the Good Things [video]. YouTube https://www.youtube.com/watch?v=1b2MJGY-j2s&t=23s  Selective Exposure Theory KLAPPER Consequences? Helps us avoid cognitive dissonance (and the related feelings of anxiety) Distrust in the media, inability to hear opposing viewpoints Polarization, skepticism Potential declinism: when someone views the past in an unrealistically optimistic light Source: Will Dawbarn To be continued...  Thank you for the attention! [email protected] Sources: Chandler, D., & Munday, R. (2020). A dictionary of media and communication. OUP Oxford. Hanson, R. E. (2018). Mass communication: Living in a media world. Sage Publications. McQuail, D. (2010). McQuail's mass communication theory. Sage publications. Potter, W. J. (2012). Media effects. Sage Publications.