CS101 Lecture Notes - Lecture 9: Media Consumption, Mass Media, Wilbur Schramm
Document Summary
Examining (theories of) media effects: powerful effects theories, minimal effects theories, cumulative effects theories, uses and gratifications theory, cultivation (socialization) theory. Media doesn"t actually determine reality but sets the agenda. Reporting on crime, therefore people are more obliged to do something about it. Influential media sends out its media then influences the public. Media is influential only as much as the opinion leaders take up the. Not directly removed from the media, opinion leaders influenced: suddenly everyone is concerned about child soldiers, tweeting, facebook, messaging, etc, narcoticizing dysfunction. Media doesn"t make us do things, it makes us not do things. Going to a concert, helping out the world (recording company makes money) Media can have the opposite effect, feel like we"ve done something by liking a status, thumbs up on youtube. Awareness in the world, doesn"t make us do anything to help. Basic functions: surveillance- allows people to see, how the world works, socialization, diversion.
