COMM 3444 Lecture Notes - Lecture 4: Social Cognitive Theory, Social Comparison Theory, Social Desirability Bias
4 Aug 2018
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Document Summary
Americas spend 12 hours per day (on average) using media, when multitasking is considered. Including multitasking, teenagers spend more time on media than in school. Intuitive thinking: the constant need to feel connected, the desire for new and different information, instant grati cation/positive reinforcement for existing beliefs. Herzog (1944) conducted interviews with female listeners of daytime radio soap operas, qualitative interviews. Downward social comparison by distancing themselves from their own situation, someone else has it worse so it makes you feel better. Meta-emotions empathy for others, oh i"m such a good person . Social and observational learning; observing how others cope in situations, social cognitive theory come from this. Media users actively seek grati cations when selecting and using mediated messages. Audience is active (it is still mass communication at this time: they think about what they want and are selecting what they want to see) Media is one of many ways to address general needs of audience.
