CMN 140 Lecture Notes - Lecture 11: Intentionality

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Key idea: when we take a four-dimensional perspective- timing, type, valence, and intentionality- of effects, we can better appreciate the broad range of effects the media are constantly exerting on us. Taking a broader view: narrow perspective on media effects, high-profile tragedies are rare, people believe effects only happen to other people, with narrow perspective, no awareness or control of effects, broader perspective = more media literate. Timing of effects: when evidence of effects starts to show. Long-term: show up after many exposures; slow and gradual. Types of effects: cognitive-type: most pervasive, overlooked, planting ideas in our minds, factual or social information, even as adults, careful attention to social models. Types of effects: attitudinal-type: attitude: evaluative judgement based on standard, simply accept attitude of media figure or character, make our own judgment based on standards set by media (body image, rely on beliefs. Influence stronger at general level than specific level.

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