CMST 2C03 Chapter Notes - Chapter 2: Syringe, Behaviorism, Denis Mcquail
12 Feb 2018
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Document Summary
Media as they developed in their successive forms is to try and gauge their effect on human behaviour and well-being. Media is often viewed as something positive, but can also be interpreted as something negative. There"s a fine line between propaganda and publicity: propaganda is considered evil, publicity any type is good. Media effects: a general term that describes the power of media texts and technologies to function as stimuli for audience responses and reactions. Effects" is never straightforward: lab experiments assess levels of aggression during the viewing of a violent television drama, and are limited to the measuring of short-term, direct effects, long-term effects are harder to measure. There"s an issue of whether media effects mostly affect individuals, groups, institutions or societies more widely. Media theories are discussed in the spectrum of behaviorism: behaviorism: a theoretical perspective that aims to measure how our thoughts, feelings, and actions are affected by media communications.
