communication video quiz
bae00
14-ShortTermorLongTermEffects10Autosaved.pdf
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A L U
M N
I C A
R E
E R
N IG
H T
2 0
1 9
T h
u rsd
ay, O cto
b er 24, 2019
IL C
, 3rd F
lo o
r, H U
B
5:30–7:00 p m
N etw
o rkin
g E
ven t
L ig
h t refresh
m en
ts w ill b
e served
Z ach
ary B o
rrelli ’18, A sso
ciate D irecto
r, IS C
T V
F ad
jan ie C
ad et ’14, M
an ag
er, Talen t P
ro jects &
P ro
g ram
s, W ayfair
Jessica G in
d elsky ’18, G
B S
B u
sin ess Tran
sfo rm
atio n
C o
n su
ltan t, IB
M
M ikaela M
o m
o t ’17, H
ealth C
o m
m u
n icatio
n A
sso ciate, C
o m
m u
n icateH
ealth , In
c.
A L U
M N
I P A
R T
IC IP
A N
T S
Theories of M edia Influence: Social
Learning & Cultivation Theory
O ct.22nd
Bandura, the Bobo D oll, and Social Learning
Theory
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W hat factors increase social learning?
If behaviors are relevant to our lives
If w e identify w
ith the people or characters w e
observe
The kind of reinforcem ent (positive or negative)
w e see the behavior getting
4
M essage Effects
M essage Effects focus on w
hat attributes of m
edia m essages m
ake them m
ore or less persuasive
5
Som e M
essage Effects that Prom ote
Social Learning •
Repetition •
Credibility of the source •
Em otional qualities of the m
essage (m ore
em otional not alw
ays better) •
Salience or relevance •
N arrative “transportation” –
how “caught up”
w e get in the story
• H
ow apparent the persuasive intent is
6
H e
n ce
, “En te
rtain m
e n
t Ed u
catio n
”
7
A ccid
e n
tal e n
te rtain
m e
n t e
d u
catio n
? In th
e e
arly 1
9 7
0 s, afte
r Th e
Fo n
z (o
f th e
th ro
w b
ack sitco m
H
appy D ays) go
t a lib rary card
, rate s o
f p e
o p
le
ge ttin
g lib rary card
s w e
re re
p o
rte d
(m o
stly b y th
e
p ro
d u
ctio n
stu d
io ) to
h ave
sh o
t u p
all o ve
r th e
co
u n
try.
Exam ple: “The Scully Effect”
8
9
10
Theories of M edia Influence frequently
applied to m edia violence (Signorielli)
Accepted
• Social Learning (Im
itation, Learning scripts &
schem as) –
fosters aggression •
D esensitization to
violence •
Cultivation theory
D iscredited •
Catharsis
11
Social Learning & Violence in the
M edia
• Lab Experim
ents (short-term im
pact)
• N
atural Experim ents (real-life introduction to
m edia violence in a com
m unity)
• Longitudinal studies from
childhood to adulthood (relatively rare)
12
D esensitization
D efinition:
the dim inished em
otional responsiveness to a negative or aversive stim
ulus after repeated exposure to it
13
14
Is the rate of violent crim e in Am
erica going up or dow
n?
U p?
D ow
n?
15
D ark G
reen Line is the Percentage of Am ericans saying that there is m
ore crim e in the
U nited States today than the previous year. (G
allup) 16
O ur last theory of M
edia Effects: Cultivation Theory
17
O ur last theory of M
edia Effects: Cultivation Theory
VID EO
: The M ean W
orld Syndrom e (M
EF, 2010)
Featuring M ichael M
organ and G eorge G
erbner, founding scholars of this theory (along w
ith Larry G
ross and N ancy Signorielli)
1. W
hat are their critiques of other theories of m
edia violence? 2.
H ow
is their theory different from other
theories w e’ve encountered?
18
Their Critiques of Traditional Theories of M
edia Influence 1.
Too focused on short-term influence. W
hat about long-term
?
2. Studies focus on changes in attitudes and
opinions. But w hat about opinions and beliefs
that are reinforced, or strengthened?
3. Studies often consider individual texts rather than overall patterns in m
edia representations.19
Cultivation Theory
Focuses on long-term cultivation
of a w
orld-view that m
irrors the view of reality
presented by m edia (m
ainly television)
Signorielli“… cultivation tries to ascertain if
those w ho spend m
ore tim e w
atching television are m
ore likely to perceive the w
orld in w ays that reflect the m
ost com
m on and repetitive m
essage and lessons of the television w
orld.”
20
N ext Tim
e
Id e
o lo
gy in M
e d
ia R e
p re
se n
tatio n
C &
H p
p .1
9 0
-1 2
0
1 .
Fo cu
s o n
key te rm
s: id e
o lo
gy, h e
ge m
o n
y, an d
re
p re
se n
tatio n
2 .
H o
w is th
is ap p
ro ach
to m
e d
ia in flu
e n
ce
d iffe
re n
t th an
w h
at w e
h ave
se e
n b
efo re
?
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