MSP 1011 Lecture Notes - Lecture 16: Payne Fund Studies, George Gerbner, Hypodermic Needle Model
Document Summary
Media effects: a body of communication research studying the impact of mass media messages. Tend to focus on film, tv, and radio. Focuses on cause and effect relationship between media messages and social behavior. Hypodermic needle model (directly)- media can implant messages in our minds, can directly influence our behavior. The payne fund studies (conducted between 1929-1932) Moderate effects model- mass media messages influence us over time: one message has very little effect, but many messages over time can have significant effects on people, important moderate effects theories: Mccomb"s and shaw"s agenda setting theory (1972) Transmission perspective- mass media send discrete messages across space: the focus is on the individual message and its effects on a person, direct-effects and limited-effects models. Ritual perspective- how the mass media relates/shares with us meanings, beliefs, values, and norms across time: what does the media teach us about the world over time, moderate-effects model. Albert bandura believed children learn behavior from observing their environment.