Unit 2 Notes
Unit 2 Notes MC 101 - Intro to Mass Communications
Popular in Introduction to Mass Communications
Popular in Communication Sciences and Disorders
This 3 page Class Notes was uploaded by Matt Owens on Monday December 14, 2015. The Class Notes belongs to MC 101 - Intro to Mass Communications at University of Alabama - Tuscaloosa taught by Fei Qiao in Fall 2015. Since its upload, it has received 20 views. For similar materials see Introduction to Mass Communications in Communication Sciences and Disorders at University of Alabama - Tuscaloosa.
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Date Created: 12/14/15
Matt Owens 9/15/15 MC 101 Chapter 2: Media Effects Agenda Setting Public Agenda vs. News Agenda o News: What is covered in the news o Public: Issues the public thinks are important A relationship between what the public think what is important and what covered in news report Newspaper is able to transfer the issue salience to the public agenda Media are not able to tell people what to think, but they tell them what to think about Who Sets the Agenda News Organizations o The New York Times The President Topics You Think Are Important Crime & Violence o State/Federal Desk Economics o Business Desk Politics o Political Desk The Internet Changes Something If you are an advertiser, which desk do you want to keep? o Business – typically more educated However, Page view become a much more important indicator Media Framing VS. Agenda Setting o Media framing is the second level of agenda setting o Media framing focuses on the salience of attributes o Agenda setting focuses on the salience of issues Gatewatcher o Information push Information pull Uses and Gratifications Theory Cognitive Needs o People use the media for acquiring knowledge, information, etc. Affective Needs o People use media to satisfy their various emotional needs o Catharsis When you feel sad, you watch sad movies to help you clean your emotion Playing violent video games can help you clean your violent impulse Do you use Media as a chatartic tool for you emotion Personal Integrative Needs o Self-Esteem Need o People used media to reassure their status and gain credibility Social Integrative Needs o Have common topics to share with friends and families Tension Free Needs o Use media to escape and relieve from tension Social Learning Theory People learn through observing others’ behavior, attitudes, and outcomes of those behaviors Spiral of Silence When one opinion is dominant, other opinions are silent Fear of rejections fear of isolation The Role of Media in Spiral of Silence o Ubiquity o Cumulation o Consonance Cultivation The more television you watch, the more likely you believe what is shown on TV is reality Two Advancements o Mainstreaming o Resonance Symbolic Interactionism Meaning of an object arises from two ways (Blumber, 1962) o Interaction process between this person and other people o Self-interaction process of this person