Effects and audiences lessons 2 and 3

The Imagined Reader ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Audience Research ,[object Object],[object Object],[object Object],[object Object]

Audience Theories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Spectrum of behaviourism Direct Effects theory Theories of Active Audiences Media stimulus is followed by straightforward audience response Audiences use media to satisfy particular needs and to enable the flow of communications from person to person “ Effects debate” very much alive – mass media and social panics See Lasswell and the effectiveness of propaganda

Media Effects ? (Behaviourism theories) ,[object Object],[object Object],[object Object]

Early Models and Research ,[object Object],[object Object],[object Object],[object Object]

Hypodermic Model ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Questions ,[object Object],[object Object],[object Object],[object Object]

Fredic Wertham’s Seduction of the Innocent (1955) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Fredic Wertham’s Seduction of the Innocent (1955) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wertham’s spirit lives on… ,[object Object],[object Object],[object Object]

http:// www.mediawatchuk.org.uk /

Effects research ,[object Object],[object Object],[object Object],[object Object]

Problems ,[object Object],[object Object],[object Object],[object Object]

What is Violence? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Define ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object]

Moral Panics and Media Effects ,[object Object],[object Object]

Historical Perspective ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cultivation theory George Gerber et al. 1986) ,[object Object],[object Object],[object Object]

Cultivation theory (George Gerber et al. 1986) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Cultivation theory (George Gerber et al. 1986) ,[object Object],[object Object]

Agenda setting and social functions of media (see McCombs and Shaw, 1972) similar to cultivation theory ,[object Object],[object Object],[object Object]

Implication – mass media create passive and drowsy audience

McCombs and Gilbert, 1986 ,[object Object],[object Object],[object Object],[object Object]

Giving salience to certain news items: ,[object Object],[object Object],[object Object],[object Object]

John Pilger’s The War You don’t See ,[object Object]

Ownership and Media Power ,[object Object],[object Object],[object Object],[object Object]

Outfoxed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Two Step Flow Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Two step flow ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Very relevant today with new and social media!

Joseph Kappler’s Phenomenistic approach (same line as 2 step flow) ,[object Object],[object Object]

Kappler’s conclusions ,[object Object],[object Object]

Kappler’s conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Uses and Gratifications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Blumer and Katz, 1974 ,[object Object],[object Object],[object Object],[object Object]

Conclusion ,[object Object],[object Object],[object Object],[object Object]

Spectrum of behaviourism Direct Effects theory Theories of Active Audiences Media stimulus is followed by straightforward audience response Audiences use media to satisfy particular needs and to enable the flow of communications from person to person See Lasswell and the effectiveness of propaganda Can you fit in all the theories we have seen along that spectrum?

4 Research Groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

http://www.peersunited.com/media-influencing-teenagers/

Effects and audiences lessons 2 and 3

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Effects and audiences lessons 2 and 3