Media effects Lukas Blinka Screen Shot 2015-12-01 at 20.50.58.png Screen Shot 2015-12-01 at 20.54.32.png Screen Shot 2015-12-01 at 20.54.16.png Screen Shot 2015-12-01 at 20.52.35.png Screen Shot 2015-12-01 at 20.52.51.png Screen Shot 2015-12-01 at 20.53.40.png Screen Shot 2015-12-01 at 20.53.09.png http://www.affordablewebdesign.com/wp-content/uploads/2013/07/20130711-000014.jpg https://s-media-cache-ak0.pinimg.com/736x/eb/b8/ea/ebb8eaecbb28cdd7d94a1c8fb9f0907c.jpg http://www.reminisce.com/wp-content/uploads/2012/02/tres.jpg http://derekwinnert.com/wp-content/uploads/2014/11/252.jpg 1929 – The Payene Fund Studies •How cinema effects children? •Measuring galvanic skin reaction while watching movie sequences •Romantic scenes did not effect children at all but sex scenes blew the sixteen-year-olds off the graphs •Survey part with parents and teachers – children are heavily under influence of bad moral in films http://goodcomics.comicbookresources.com/wp-content/uploads/2010/06/manytomorrow3.jpg http://4.bp.blogspot.com/-jUiWTj2k9ms/VSEGBu0iKyI/AAAAAAAAGxw/BvqvAGQcwoc/s1600/krypto.gif 40s-50s – Wertham's studies •Comic books are evil! •Youngsters spend up to 3 hours a day reading them! •Surely they have lost their sense of reality! • •Content analysis of popular comic books •Tried to find and match between unrealistic hero behaviour and cases when children died 50s Television studies • •Frankfurt school, T. Adorno – critique of the pop – low- culture • •Televize – serialization, advertising, parasocial relationships • https://lightlit.files.wordpress.com/2014/07/1984_by_alcook-d4z39dh.jpg 60s behaviorism •A. Bandura – social learning theory • •Bobo doll experiment • •https://www.youtube.com/watch?v=NjTxQy_U3ac&t=2s BIG MEDIA EFFECTS •Direct and causal relationship between media use and effect (on attitudes, moods, behaviours,…) •Technological determinism • •Internet, computer games, Facebook, smartphones,… make us addicted, aggressive,… Nadměrná konzumace televize - hloupnutí, pasivita, lenost, obezita, vyšší kriminalita a ochota k násilí, těhotenství nezletilých... Frankfurtská škola – televize odvádí pozornost od podstatných věcí Boom kritiky televize v USA 70-90. léta, v ČR 90. léta a později Williams (1975): flow jako sekvence nebo sada sekvencí obsahů SMALL MEDIA EFFECTS • •Media panic, it tend to diminish over time • •We tend to be blind on media that has become common • •E.g. Paul Felix Lazarfeld studies on political campaigns • • • http://fc07.deviantart.net/fs70/f/2013/227/7/2/super_mario_bros_world_1_by_sullyvancraft-d6i7rhd.jp g Does Media Violence Predict Societal Violence? It Depends on What You Look at and When Does Media Violence Predict Societal Violence? It Depends on What You Look at and When Journal of Communication Volume 65, Issue 1, pages E1-E22, 5 NOV 2014 DOI: 10.1111/jcom.12129 http://onlinelibrary.wiley.com/doi/10.1111/jcom.12129/full#jcom12129-fig-0003 Societal videogame violence consumption and societal youth violence, 1996–2011. IF THIS IMAGE HAS BEEN PROVIDED BY OR IS OWNED BY A THIRD PARTY, AS INDICATED IN THE CAPTION LINE, THEN FURTHER PERMISSION MAY BE NEEDED BEFORE ANY FURTHER USE. PLEASE CONTACT WILEY'S PERMISSIONS DEPARTMENT ON PERMISSIONS@WILEY.COM OR USE THE RIGHTSLINK SERVICE BY CLICKING ON THE 'REQUEST PERMISSIONS' LINK ACCOMPANYING THIS ARTICLE. WILEY OR AUTHOR OWNED IMAGES MAY BE USED FOR NON-COMMERCIAL PURPOSES, SUBJECT TO PROPER CITATION OF THE ARTICLE, AUTHOR, AND PUBLISHER. •Meta-analytical studies show very small correlations about r= .1 • •Not surprising in complex systems • •But surprising because it does not agree with case studies • •Example: effect of scary media content on fear reaction of small children: generally small r=.18, but number of clinical case studies showed extreme reactions (Pearce & Field, 2015). 2016_Valkenburg_et_al_2016_Media_Effects_Annual_Review.pdf - Adobe Reader MIXED MEDIA EFFECTS Schramm, Lyle, Parker, 1961 •For some children under some conditions some television is harmful. •For other children under the same conditions or for the same children under other conditions it may be beneficial. •For most children under most conditions, most television is probably neither particularly harmful nor particularly beneficial. • Media use Media effects Factors of susceptibility: personality development social cognitive, emotional, physiological reaction •Valkenburg, P. M., & Peter, J. (2013). The differential susceptibility to media effects model. Journal of Communication, 63(2), 221-243.