COM 107, Week 3 Notes
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This 2 page Class Notes was uploaded by Christina Ambalavanar on Sunday September 18, 2016. The Class Notes belongs to COM 107 at Syracuse University taught by R. Ford in Fall 2016. Since its upload, it has received 18 views.
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Date Created: 09/18/16
Media Research Theory Uses and gratifications (receiver): when people use media so they’re not alone (ex: watching Netflix while home alone), able to keep up with the trends Agenda setting (sender): media sets what’s important to think about in their opinion, they show you what they want you to see to their benefit Priming (sender): the media teases you, tells you what’s important that’s coming up so you’ll be more likely to come back Framing (sender): the media shapes the story based on their perception Selective exposure (receiver): we select which messages to pay attention to based off our own bias, beliefs, ideals, morals, etc. Media Research Who says what to whom with what effect? Advertisers/retailers use market research o To figure out who you are as a receiver o To get into the mind of the consumer o Make advertisements, etc. accordingly Social construction of reality Window on the world o Is the “what” real or is it constructed? Propaganda Research Hypodermic Needle Model Mass media messages persuade all people powerfully and directly People believe the media is so powerful that it has the potential to hurt people o Bad things can happen when people see certain things in the media o Censorship came about for the need to protect children, violence-prone people, etc. Strong Effects on the Media Social Learning Theories: tries to enforce cooperation, creativity, confidence, can-do attitude Cultivation Theories: they serve a purpose in changing people’s thoughts and ideas Limited rights for commercial speech Government control over media lead to industries regulating what was released, which lead to ratings, banning, etc. Morals: things/practices that you hold true to gas an individual Ethics: what people as a group agree to follow, rules that govern human conduct Law: rules that meet the need to control, regulate, and legislate ethical conduct at the individual, corporate, and government Unprotected Forms of Expression Obscenity o Under Miller vs. California (1973) Material as a whole appeals to a prurient interest Depicts or describes sexual contact in a patently obscene way Material, as a whole, lacks serious literary, artistic, political, or scientific value o Red Lion Broadcasting vs. UCC Broadcasters may be punished for indecency or profanity Columbia School of Thought Two-step flow model of communication o People (opinion leaders) watch media frequently o Opinion leaders pass along media content (and their interpretation of it) to others Even if the original intent is to empower or sell a product, public opinion leaders can set the agenda and also have the expression of their opinion Where are these theories at play? o Spiral of Silence: people are silent because they know they have an unpopular opinion Example: Trump supporters The silent majority isn’t represented in media since no one speaks Minority opinions are what makes the news since the majority is too scared to talk about it o The Third-Person Effect: people assume things affect all other people but not themselves Example: people think a message is only for older people or young people or overweight people, etc., not themselves
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