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Lecture 1

JMC 1100 Lecture 1: Media Uses 9/20 Week

3 Pages
43 Views
Fall 2017

Department
Journalism & Mass Communication
Course Code
JMC 1100
Professor
Rachel Young
Lecture
1

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Media Uses
Office Hours: Tuesday 2-3, Wednesday 1-3
First writing assignment on ICON
Journal due October 7th
Conformity Experiment, 1951
Last person to answer gave the same answer as the rest of the group (clearly the wrong
answer) more than 30% of the time.
A,B,C example
Normative Influence
Conformity based on one’s desire to fulfill others’ expectations and gain
acceptance
Example: Elevator people- if everyone is turned around, will you do the same?
Public Opinion
Aggregate of a public’s attitude toward an issue or object
What do people think?
Concern that people would be swayed by the persuasive power of mass media
How could we understand what people actually thought?
Researchers began to…
Measure public opinion using surveys
Study the persuasive power of public opinion using experiments
Stanley Milgram, 1961
Obedience Experiment
Shock test- People administered what they thought were deadly shocks because
of their deference to authority
Other Factors conforming to Public Opinion?
Spiral of Silence
People who believe their opinion is not in the majority, will not speak out on
contested issue-because they fear rejection (isolation)
Does the spiral of silence effect vary in offline and online settings?
Contested Issues
Were NSA contractor Snowden’s leaks about surveillance justified?
Is the government surveillance policy he was protesting a good idea?
Variables
1. Perceptions of public opinion on these issues
2. Willingness to share opinions in person and on social media
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Description
Media Uses Office Hours: Tuesday 23, Wednesday 13 First writing assignment on ICON Journal due October 7th Conformity Experiment, 1951 Last person to answer gave the same answer as the rest of the group (clearly the wrong answer) more than 30 of the time. A,B,C example Normative Influence Conformity based on ones desire to fulfill others expectations and gain acceptance Example: Elevator people if everyone is turned around, will you do the same? Public Opinion Aggregate of a publics attitude toward an issue or object What do people think? Concern that people would be swayed by the persuasive power of mass media How could we understand what people actually thought? Researchers began to Measure public opinion using surveys Study the persuasive power of public opinion using experiments Stanley Milgram, 1961 Obedience Experiment Shock test People administered what they thought were deadly shocks because of their deference to authority Other Factors conforming to Public Opinion? Spiral of Silence People who believe their opinion is not in the majority, will not speak out on contested issuebecause they fear rejection (isolation) Does the spiral of silence effect vary in offline and online settings? Contested Issues Were NSA contractor Snowdens leaks about surveillance justified? Is the government surveillance policy he was protesting a good idea? Variables 1. Perceptions of public opinion on these issues 2. Willingness to share opinions in person and on social media
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