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Lecture

COMPLETE Survey of Mass Communication Notes - Part 17 (got a 90% in the course)

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Department
Communication
Course
COMM 1020
Professor
All Professors
Semester
Winter

Description
11/7/13 Lecture 18 • Preferred encoded meaning of “Two Broke Girls” o Power of women, being compassionate,  • Oppositional readings o Offensive in way it portrays racial stereotypes • Negotiated meaning o Sexist but still funny/likable Media and Behavior • Not only how media are interpreted, but how media influences our actual  behaviors o Limited Effects Model of Communication Influence (Klapper, 1960)  Other factors also influence behavior in addition to media  Media’s greatest strength is not in causing changes in  individuals/society, but reinforcing status quo Social Learning Theory • 1940s Psychologists: people can learn through new behaviors through observation  of others.  Occurs when: o People are motivated to act like that person o When people observe others performing the behavior o When such behavior and/or imitative learning is somehow reinforced or  rewarded • Albert Bandura applies to mass media: o Characters/actors are so attractive, audiences want to be like them o Media characters influence
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