Theories of Persuasion, Week 2 Tuesday
Theories of Persuasion, Week 2 Tuesday CMS 332K
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This 5 page Class Notes was uploaded by Cimmi Alvarez on Tuesday August 30, 2016. The Class Notes belongs to CMS 332K at University of Texas at Austin taught by Matthew McGlone in Fall 2016. Since its upload, it has received 15 views. For similar materials see Theories of Persuasion in Communication Studies at University of Texas at Austin.
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Date Created: 08/30/16
Media Influence and Persuasion Got Milk Campaign 1993- present Exposure associated with Increase in mild consumption among adults Increase awareness of milks benefits (bone density) decrease in awareness of its problems (e.g. Lactose intolerance) To say Campaign has impact have to see how it influences people Milk sells How much milk a person drinks Complete surveys- attitudes Why drink milk, how often, how much New Cohorts- new group of people Campaign distributed to a mass audience “Save Money, Live Better” Campaign (2008) Exposure associated with Increase in positive attitudes toward Wal-Mart Increase in reported priority of saving and convenience Decrease in reported priority of independent store status (vs. franchise) when making purchase decisions Before 2008 it was glitzy celebrity endorsements Changed because of the recession Talks about saving money and being with family at a time where people were displaced by work Marketed toward the average person Saving money Strong anti-cooperate sentiment because of distrust of wall street The Day After (TV movie, 1983) 42 million households watched, most watched made for television movie Ross and Marsten (1984) Increase in concern about nuclear war Increase in commitment to prevent nuclear war; decrease in reported support for military spending on warheads. Issue Television- created as entertainment selling a fictional story but impacts attitude Wall-E (2008) Major box-office draw Increase in concern about pollution, climate Increase in commitment to reduce pollution; decrease in trust of large corporations Entertainment that had a message about pollution. Jaws 1975 Number 7 all time box office Draw Increase in concern about beach safety (sharks, drowning) Decrease in desire to spend time at the beach. Goal was to get people to go to the movies and see jaws. Not an issue movie, intended as exciting piece of Entertainment. Likelihood of being attacked on an ocean coast is not a big deal. TV 2 Advertisement – deliverers attempt by companies to influence our attitude on it. Entertainment-get you to watch the TV Want programing that relegates with audience Media Violence and child behavior TV Influence Paradox TV exects to advertisers: a few minutes of mass media advertising is a highly effective way to sell consumer products. Now networks make money TV execs to Congress Many hours of violent new and entertainment programming has negligible effect on viewers’ behavior. Does Exposure to Violent Media Increase Aggression? Jim Burke “I don’t think there is any correlation between violence on TV and Violence in society” American Academy of Pediatricians- small but correlational relationship Bushman and Anderson (2001) American Psychologist Analyzed 564 studies of media violence- viewer aggression between 1968 and 2000 Average correlation between exposure to media violence and incidence of viewer aggression: R=0.19 Small significant correlation Asbestos and cancer .08 Homework and Grades .1 3 Calcium intake and bone mass .12 Lead exposure and Decreased IQ .12 Second hand smoke and lung cancer .14 Condom use and reduced risk of HIV .18 These are correlations that we take very seriously! Make many policies based off of small but serious relationships Asbestos has been removed from school. Promote condom use to decrease HIV spread. Unintentional Influence New media (print and TV) are evaluated on their entertainment quality -newspaper motto: “if it bleeds, it leads” more likely to get information in media if it has negative consequences Side effects of entertainment quality on the audiences beliefs and attitudes Desensitized to harmful things Apathy Television “realism” Fictional shows that are portrayed as realism Realism= violence, sex, and drugs “Reality” Television Non-scripted (some people think it is scripted), shot documentary style, there are no actors 4 Only just a portion of reality, a very select slice of reality Major component only selecting the photogenic part of the show 5
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