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Lecture 2

Film 240 Week 2 - Media Effects Research

5 Pages

Film and Media
Course Code
FILM 240
Sidney Eve Matrix

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Week 2 – Film 240 Agenda 1) Media use habits 2) Media effect theories 3) Media research methods Introduce tablets, people engage together. Calling it new digital family photo album. Gathering together and around these screens. Tablets on top for video engagement: 30% more viewing time per play vs. desktops People finish watching movies on tablet vs on laptops/desktops.  Not as many tabs  Multitasking is easy like making dinner 91% of owners use tablet in bed Connected living: “Smarthomes” We are trying to fill the digital gap at home, which are more machine-to-machine communication. LG is working on selling these smart objects. Mark Weiser: Ubigeious computing “The most profound technologies are those that disapeear. They weave themselves into the fabris of everyday life until they are indistinguishable from it.”  we don’t even think about them being there anymore ex) smart objects  Smart blanket – the “I am blanky” : optimixed toy our comfort levels, your body temp  The Wifi Body Scale: Wi-Fi enabled, tweet your weight.  Connected toilet: self cleaning, heating, touch screen with apps, built in speaker system  The smart toaster: Gives weather forecast on the bread  The smart fridge  Smart milk  Smart Plants: text you when you need to water Amazon launched home automation: Helping US consumers to find these objects The smart home is about all these different kinds of objects. Not just about convenience: Security: pet managments, family coordination, elderly care All technologies about soft surveillance Avg person is going through 34G per day BEFORE they go to work or school Hierarchy of digital distractions The bottom is work you need to do The top is phone  we are dealing with a poverty of attention Clay Shirky: Here comes everyone  its about filter failure. They challenge isn’t about finding info the challenge is about how to organize the information. Being able to turn all that data into actual insight. Nick Carr: I used to be able to dive deep into things and really think intellectually about them, but now I just skim the surface of things. 1-2 pages read, then bounce Our brain development is changing to be more like the tools we use. We are becoming high -speed processers. We do something called “thinslicing” we go through our day mostly ignoring everything and make quick decisions about what we are going to focus one on a few mental rules about what we find interesting. That is what fraction of selection is. How much effort it will take to secure the information. = making decsions on how uch effort it will take Selective exposure or selective memory: Things that support or existing values is what we pay attention to We are stuck inside a filtered bubble. All we see is the same old same old, whatever search engines take as our interests. “The real danger right now is people finding themselves in a filter bubble, so they are never challenhed by viewpoints that oppose what they already think …Duncan Geere Part 2: Media Theories Direct effects: hypodermic needle model: People will be walking thought the world and surfing the net and messages will be injected right into you. This will infect kids because they don’t have the same powers of analysis as adults do. Moral panics is directed to kids. People blaming popular culture for delinquit. Media is powerful and audiences are very week. This logic is behind many moral panics especially with celebrities and famous. Worried about what effects will have on kids. Technopanic and social networking: How many text messages do you people send a day? Smartphone owners aged 18-24 send daily average of 67 texts, 1831 send monthly, 2,022 recieived Worried ab
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