[新闻学基础知识]07 Media Uses Effects.pdfVIP

Are media powerful? ? Radio show War of the Worlds and mass panic on the eve of Halloween, Oct 30 1938. ? Watergate ? Media violence and sex ? … ? What do you think? ? Media effects are changes in cognitions, attitudes, emotions, or behavior that result from exposure to the mass media. Powerful effects ? Nazi Propaganda ? US Propaganda Powerful effects ? The Magic Bullet Theory, the Hypodermic Needle Theory, or the Transmission Belt Theory ? Media are able to present message to all members of mass society who can perceive it more or less uniformly; ? Such a message influences people’s emotions and sentiments strongly; ? Such influence leads to uniform thought and action among the public. Limited effects ? The Multistep Flow ? Most people are influenced by opinion leaders ? Opinion leaders are influenced by elite media ? Social personal influence is stronger than the direct influence from the media Limited effects ? Selective processes ? Selective attention or exposure ? Selective perception ? Selective retention New powerful effects ? Social learning theory ? Bobo doll experiments ? Viewers imitate what they see on TV through observational learning New powerful effects ? Cultivation ? Media cultivate a view of the world that is consistent with mediated reality ? Heavy viewers are likely to overestimate their own chances of being victims of violent crime New powerful effects ? Agenda setting ? Media determine what people think is the most important issue facing the country ? Media set the agenda for the public ? Gatekeeping ? Media executives as gatekeepers or filters ? Collective gatekeeping of media bias the public agenda and reinforces a hegemony over ideas New powerful effects ? Framing ?