04:192:200 Lecture Notes - Lecture 8: Mass Society, Dependency Theory, Hypodermic Needle Model

• School: Rutgers University
• Department: Communication
• Course: 04:192:200
• Professor: Craig Scott

Document Summary

Study of mass communication began in 1920s and 1930s. Magic bullet model and hypodermic needle model proposed media have very strong (cid:1) (cid:1) effects. (cid:1) These strong effects models assumed a singular mass society characterized by: Freedom from binding social obligations (cid:1) (cid:1) (cid:1) Social cognitive theory is a theory of learning in contrast to operant conditioning. (cid:1) Operant conditioning: individuals learn through direct reward and punishment. Social learning (cognitive) theory proposes that learning can also occur through observation. (don"t have to be direct reward or punishment. ) Most important observations and modeling occur in mass media sources. Ex: study of media violence and children. (book, tv shows etc. ) Note linkages to cultivation( ) theory in book. (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) ) effect: seeing a model punished for a particular behavior. Disinhibitory effect: seeing a model rewarded for a particular behavior.