COM 107 Lecture Notes - Social Learning Theory, Public Sphere, Numerical Analysis
10 Dec 2013
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More than just whether there is a connection between aggressive behavior and violence in the media . Direct effects (magic bullet/hypodermic needle): media have an immediate and consistent effect on audiences: assumes a passive audience; transmission view, original model: not accepted as true anymore. Minimal effects model: media is part of a larger system: media reinforce previously held ideologies, beliefs, attitudes. Selection bias: hear what you want to hear. Selective exposure: engage in content that you want. Selective retention: remember what you want to remember. Uses and gratifications model: media gratify needs: assumes an active audience; effects depend on use/needs. Reception theory: audience bring meaning to media: effects depend of audience interpretation. Social learning theory: learning by observing others: bobo doll experiments: mirror neurons. Agenda setting: media sets the public agenda. Third person effect: others are more affected by the media than i am correlated with increased persuasion.
