Media Theories.docx

5 Pages
Unlock Document

Michigan State University
TC 101

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 MICRO LEVEL  Part of general trend from technology-centered to user-centered focus 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
More Less

Related notes for TC 101

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.