MC 2000 Chapter : Theories And Effects Of Mass Media
Document Summary
Theory and research differ on: how much influence, what the source of the influence is, who are what is being influenced, how the influence is manifest. Empirical research: direct cause and effect relationsip; observable effects of mass media. Assumption that media is all-powerful and audiences has low agency. War of the worlds: princeton radio research project. When your able to measure things (with scientific method) you can differentiate the effects on people. Audiences use media for certain purposes (relationship, diversion, surveillance, identity) Media can have many different effects, for various reasons. Effects and their strengths can depend on environmental and personal factors. As mass communication theories have evolved, the audience is gaining power. Cultivation studies (gerbner shoe how media systematically stereotypes certain populations which work to reinforce and extend power relationships. Tv violence cultivates mean world syndrome sometimes tv shows can scare us. They were raised with their education with a marxist view of capitalism=exploitation.
