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MSCH-C 213 Week Two

by: Abigail Billing

MSCH-C 213 Week Two MSCH-C 213

Abigail Billing
GPA 3.4

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About this Document

These notes cover what we went over in week two; Audiences and Children as Audiences.
Intro to Media and Society
Suzannah Comfort
Class Notes
Media, Media and Society, Children
25 ?




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This 4 page Class Notes was uploaded by Abigail Billing on Sunday September 18, 2016. The Class Notes belongs to MSCH-C 213 at Indiana University taught by Suzannah Comfort in Fall 2016. Since its upload, it has received 5 views. For similar materials see Intro to Media and Society in The Media School at Indiana University.

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Date Created: 09/18/16
MSCH-C 213 Week Two Audiences Information Processing Tasks  Filtering o Brain decides if ignore/attend to message o Media companies filter for us too: Amazon/Netflix/etc personalizes but also limits.  Meaning Matching o Relies on competencies (existing knowledge)  Meaning Construction o Create meaning using skills mentioned before  On a continuum  Require practice Exposure and Attention – not the same thing  Physical Exposure – physical proximity  Perceptual Exposure – using our senses o Subliminal vs. subconscious  Subliminal is outside the ability to understand  Psychological Exposure – leaves mental residue – do you remember it  Attention o You MUST have all three elements Exposure States  Automatic – how we receive most messages  Attention – paying attention but not concentrating  Transported – focus is only on the story  Self-reflective – makes you think about the story and its relational to you  NOT necessarily a continuum Early Definition of a Mass Audience  Heterogeneous  Anonymous  No interaction among members  No social context  Media messages affect all people the same way Mass audiences stemmed from desire to understand propaganda during WWII WWII ked to growth in social sciences - Wanted to understand what influences human behavior - Wanted to demonstrate moral superiority of Americans MSCH-C 213 Week Two We now know that people do not always accept whatever they are being told by authority figures We know that the mass audience of anonymous isolated people is a myth Media consumption/understanding is social and critical. Niche Audiences  Relatively small group with shared interests  Ways to target… o Geographic o Demographic o Social Class/Socioeconomic (Textbook generalizes groups) o Geo-demographic o Psychographic  VALS Typology o Created based off of thought that a person’s beliefs will affect what an where they buy products. o Thinker/Achiever/Experiencer/Believer/Striver/Maker Building the Niche  Fierce competition for attention  3 key strategies o Identify targeted niche o Appeal to existing needs and interests  “People who bought this also bought” o Cross media promotion Children and Media Children as Special Audiences  Time Spent o Children are “surrounded by the media”  Cognitive Maturation o Piaget’s Theory of Cognitive Development  Sensorimotor Stage (0-2yrs)  Preoperational Stage (2-7Yrs)  Concrete Operational Stage (7-12yrs)  Formal Operational Stage (12+yrs)  Emotional Maturation o Understanding narrative  Moral Development o Kohlberg’s Stage  Pre-conventional (2-8yrs) – others tell is what is right  Conventional (8-13yrs) – grow a conscience MSCH-C 213 Week Two  Post Conventional (13+yrs) – realize it is more complex  Experience o They are just young they don’t know much about world yet Advertising  Concerns o Unintended consequences  Materialism/unrealistic goals/health issues o Deception  Ads aimed towards kids o Subconscious Persuasion Some Lessons May Learn  Violence is acceptable way to solve problems  Little hard work everyone can be rich  Family relationships are most important no matter what (even if bad situation i.e. abuse)  Romantic relationships don’t last  Pro-social effects o Not all lessons learn from media are bad (sesame street) Protection from Harmful Content  Emphasis on protection (1970s) st o Family hour – 1 hour of primetime  Deregulation (1980s) o Companies claim regulations limited 1 amendment rights  Telecommunications Act (1996 o All TVs have v-chip to be able to block shows o Rating system – G, PG, PG-13, R, TV-14, TV-G TV- Mature Regulations from Unfair Advertising  Limited ad time  Bumper between TV show and ad o Tell kids when show ends and begins  Prohibit host selling o Character on show can’t appear on advertisement Special Treatment from Parents  Restrictive Mediation MSCH-C 213 Week Two o Limiting amount/type of programming  Co-viewing o Watching show together  Active Mediation o Discussing controversial content  Ultimately parents must be media literate first, many parents are not talking and active role in what kids watch.


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