Comm102 Notes 1 – 1.14.14
Media Effects Exposed?
• Media effects – outcome on individuals and society.
• Ex. Rev. Jerry Falwell had a problem with Teletubbies. “Tinky Winky
Code – Tinky Winky has the voice of a boy yet carries a purse, he is
purple which is gaypride movement color, antenna shaped as triangle
which is gaypride symbol, he feels this is damaging to children. Ex.
That people feel media does have an effect on people.
• Spongebob – people feel he is gay and people believe it’ll turn kids
gay as well. Does have an effect on attention span… scene to scene to
• Twitter connecting people – following celebrities can make you feel
“closer” or like you “know” the person.
• Britney Spears and fashion – showing midriff, parents fear kids will
start dressing the same. Parents concerned about celebrities affecting
children (Miley Cyrus).
• Movies about violence, women, sexuality, news and those affects onto
society. Shows old men but young women. Female get more attention
about what she is wearing/how she looks.
• Negative/attack ads for candidates but backlash with people who are
making the rude statements.
Communication Studies as a Discipline
• A study of symbolic activities. (Can’t implant sensations into other
people). Communication allows us to get through the barrier and
overcome the fact that we can’t implant sensations in others.
Constantly striving to connect. Ex. Soapy cilantro (I’ll never
understand what cilantro tastes like to him).
Content: Encoding – content – decoding
• Encoding: processes of message construction
• Forms: genres or types of programs/articles
• Channels: communication media and technologies. • Decoding: Audience (understanding, interpreting, and applying).
Effects. (What did you take away from the show) (What’s different
about way you think/feel/behave).
• How you decode something and return back to how you encode
something. Way you interpret and respond can return back.
Categorizing Media Effects**
Dimensions of media effects:
o Cognitive effects concern “what you think.” (Knowledge and
o Affective effects concern “how you feel.” (Emotions and
moods. Positive or negative(ambivalent). Attitudes—global
o Behavioral effects concern