Media Theory- TC 101
2/14/2013 7:24:00 AM
Categories of media effects
Micro-level- how does media effect you
Macro-level- how does media effect the mass
Attitudinal vs. Behavioral vs. Cognitive Changes.
Alteration vs. Stabilization
o Is change stable for the long term or short term?
o Alter opinions or reinforce existing norms?
How much we watch
Average of 7 hours & 38 minutes
More than 53 hours per week
What about multitasking?
o 10 hours & 45 minutes packed into 7 hours & 38 minutes
In 2004- 6 hours & 21 minutes
1950s & 60s: Limited Effects Perspective
Audience members are not all the same
Individuals react to media content in very different ways
Users and gratifications approach
o Focused on individuals‟ motivations for media use at the
Part of general trend from technology-centered to user-centered
Users and Gratifications model
People choose media to fulfill their needs.
Need fulfillment differs by person and medium.
Give personal examples within these categories….
o Cognitive: acquire knowledge and understanding
o Affective: experience emotion
o Personal: increase credibility, status
o Social: engage with family & friends
o Tension release: escape & diversion
How we chos