JMC 1100 Lecture Notes - Lecture 20: Mass Media, Cultivation Theory, Media Consumption
2 Nov 2017
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Document Summary
Effect size: a statistical tool to determine the magnitude, or size, of an effect. It allows us to know which factors, among various factors associated with a person"s aggressive behaviors, have the largest and smallest influence. Social learning theory (bandura: criticisms of the bobo doll experiment. Ecological validity the extent to which a study represents the real world. In other words, because bobo doll experiment was conducted in a controlled lab environment, ecological validity can be raised as a criticism. Refers to the effects of media consumption over time. Example: agenda setting (amount of media coverage of issues over time influences public perception of issue importance). Cultivation theory another theory of accumulative effects. Prediction: heavy media users will have beliefs and attitudes that reflect the social reality presented in the media. Explanation: by presenting a relatively uniform view of social reality, media cultivate that view in the public. 2 assumptions of cultivation theory: tv is unique among media.
