Media Effects Chapter 1

Summary

This lecture explores the impact of media on society, focusing on communication types like interpersonal, mediated, and mass communication. It delves into media effects models, such as the Comstock psychological model and the Thorsen cognitive processing model, which analyze viewer behavior and commercial engagement. The lecture also introduces media system dependency theory, examining the interplay between media, society, and individuals. Research methods like experiments, surveys, and triangulation are discussed to measure media effects. The importance of understanding media's influence on individuals and society is emphasized, highlighting the role of technology in shaping our perceptions and behaviors.

Takeaways

• 📚 The lecture introduces key components from chapter one, focusing on the overview and history of media effects.
• 🌟 A central theme is presented: 'Whoever controls the media controls the mind', emphasizing the power of media in shaping perceptions.
• 🗣️ Interpersonal communication is defined as one-on-one communication, which can occur in various contexts like friendships or family.
• 📱 Mediated communication involves technology as the channel, such as telephone or email, affecting how messages are constructed and interpreted.
• 📺 Mass communication is characterized by a few individuals sending messages to a large, often unknown audience, like a news anchor broadcasting to viewers.
• 🔄 The lecture discusses communication models including linear, interactive, and transactional models to understand media processes.
• 👤 Individual effects models like the Comstock psychological model analyze how TV viewers perceive reality and how it influences their behavior.
• 💡 The Thorsen cognitive processing model examines the creation of TV commercials and how viewers engage with them.
• 🌐 Media system dependency theory looks at the relationship between mass media, society, and audiences to understand media's broader effects.
• 🔬 Various research methods are mentioned for studying media effects, including experiments, surveys, field experiments, panel studies, and triangulation.
• 📊 The importance of understanding different research methodologies and terms like theory, concept, hypothesis, qualitative, and quantitative research is highlighted.

Q & A

What is the main theme of the first lecture?

The main theme of the first lecture is an overview and history of media effects, focusing on key components from chapter one and discussing different types of communication and their impact on individuals and society.

What is interpersonal communication as defined in the lecture?

Interpersonal communication is communication between two individuals, such as a conversation between friends, family members, or romantic partners, and it can occur in various contexts and relationships.

How does mediated communication differ from interpersonal communication?

Mediated communication involves the use of technological devices to convey messages, such as telephones, email, or text messages, which can influence how messages are constructed and interpreted differently from face-to-face communication.

What is the role of mass communication according to the lecture?

Mass communication involves an individual or a small group sending messages to a large, mostly unknown audience, such as a news anchor broadcasting to viewers, and it plays a significant role in shaping public opinion and behavior.

What are the three communication models discussed in the lecture?

The three communication models discussed are the linear model, the interactive model, and the transactional model of communication, which help explain the processes of communication.

How does the Comstock psychological model explain the influence of television on viewers?

The Comstock psychological model suggests that television influences viewers based on their perception of reality. If viewers perceive what they watch as real, they are more likely to accept and imitate the behavior they see on TV.

What is the focus of the Thorsen cognitive processing model?

The Thorsen cognitive processing model focuses on the process of creating television commercials and how individual viewers' interests interact with and engage with the commercials themselves.

What is media system dependency theory and how does it relate to media effects?

Media system dependency theory examines the relationship between mass media, society, and audiences, focusing on how these influences interact within the larger social systems to affect individuals and society as a whole.

Why is it important to study different research methods when examining media effects?

Studying different research methods is important because it allows for a more comprehensive understanding of media effects on consumers. It enables researchers to use a variety of approaches, such as experiments, surveys, and field studies, to measure and analyze these effects.

What is triangulation in the context of media effects research?

Triangulation in media effects research refers to the use of multiple research methods, both qualitative and quantitative, to address questions and provide a deeper, more comprehensive understanding of the research subject, enhancing the credibility of the findings.

Why should we study media effects according to the lecture?

We should study media effects because media, especially with the advent of technology and constant access to information, plays a crucial and influential role in society. Understanding media effects helps us be more aware of their impact on individuals and the broader population.