titl CZ OPVK_MU_rgb
Název prezentace v zápatí
1
Media Society and Culture

zahlavi CZ
Název prezentace v zápatí
2
Media Effect
* Laswell’s Model of Mass Communication
*
* Who
* Says What
* In Which Channel
* To Whom
* With What Effect
* => Propaganda Analysis (1920s)
*
* Strong Technological Determinism
*
*
*

zahlavi CZ
Název prezentace v zápatí
3
Media Effect
* Walter Lippmann
*
* Public Opinion (1922) => Citizen survey
*
* We see the world as "pictures in our heads”
*
* Media shape perception of things we have not experienced personally
*
* Urban expansion and Global Affairs
*
*
*
*

zahlavi CZ
Název prezentace v zápatí
4
Media Effect
* Powerful Effects Theory
•
* Media have immediate, direct influence
* Assumes people are passive and absorb media content uncritically & unconditionally
*
* “Hypodermic Needle” model
* The media (needle) injects the message into audience mind and it causes changes in audience
behavior and psyche towards the message.
* “Magic Bullet” model
* The media (magic gun) fired the message directly into audience head without their own knowledge.

zahlavi CZ
Název prezentace v zápatí
5
Media Effect
* Minimalist Effects
* Paul Lazarsfeld’s Erie County study (1940)
*
* Mass media had hardly any direct effect
*
* Personal contact more  important than media contact
*
* Media effects mostly indirect
*
* Two Step Flow Model
* Media affect individuals through opinion leaders
* Opinion leaders are those who influence others
* Clergy, teachers, neighborhood leaders, etc.
*

zahlavi CZ
Název prezentace v zápatí
6
Media Effect
* Status Conferral
* Media coverage can create prominence for issues & people
*
* Framing
* selecting and highlighting some facets of events or issues and making connections among them so
as to promote a particular interpretation, evaluation, and/or solution
*
* Agenda Setting
*  Media tell people what to think about – but not what to think
*

zahlavi CZ
Název prezentace v zápatí
7
Media Effect
* Cumulative Effects Theory
* Media influences are gradual over time
* Effects are often more powerful
* But not easily measurable
*
*
* Spiral of Silence (Noelle-Neumann)
* Vocal majority intimidates others into silence
* or Bandwagon effects (Free riders)
*

zahlavi CZ
Název prezentace v zápatí
8
Active Audience
* Uses & Gratifications
* People choose media that meet their needs & interests
* Needs, such as
* Surveillance (wanna know about..)
* Media provide information about what’s going on
* Both news & entertainment
* Diversion (wanna get relaxed)
* Media as entertainment Stimulate / Relax / Release
* Socialization (wanna be)
* Mass media can help initiate people into society
* Demonstrate dominant behaviors and norms
* “Observational learning”
*