Study Guides (251,796)
US (125,007)
UMASS-Amherst (3,070)
COMM (349)
COMM 121 (86)
All (12)

Intro to Media and Culture [NOTES - PART 12] -- I got a 90% in the course

4 Pages
77 Views

Department
Communication
Course Code
COMM 121
Professor
All

This preview shows page 1. Sign up to view the full 4 pages of the document.
Description
February 20, 2014: Media Research I: What the Media Do To Us Media Research is a “tug of war” between the industry and the audience ● What does the industry want to know about the audience? ● What does the audience want/reject from the industry? ● Size and Reach of Audience ○ These numbers are the MOST needed data ○ How many people are listening to the radio? ○ How many people are going to the movies? ○ How many people saw that movie? ○ How are people watching TV? When? ● Anything you go on on digital technology is measuring and tracking your whereabouts ○ Facebook ○ Google ● Audiences attend to media ○ The biggest concern is what is happening DURING media attendance ○ Effects Research ■ We are relying on the media more than each other ■ Social isolation - lack strong ties to our neighbors, families, and friends, that was present before the mass media era ■ - “what is that quality of mass media where we are all engaging in the same stuff?” - “our media might be our tool for our intellectual advancements but that’s not what we want to use them for. We use them to fulfill our most basic desires.” ■ Direct Effects: 1920s-30s, the mass media have powerful effects on people; effect is immediate, direct, and uniform ● Immediate impact ● The mass media hit everybody who engaged ● War of the Worlds broadcasts MIXED UP this belief ○ Some people react in a serious manner ○ Some people understood that it was just a story ● Ultimately considered too dogmatic ■ Mass Society Theory: circa 1950s, contemporary society marked by increased homogenization, decline in interpersonal interactions ● “We don’t want increased sameness in culture” ● Especially television ● “Others” were susceptible to media influences ○ Women, children, colored people, foreigners, undereducated ● With mass media, we are increasing sameness ○ Audiences are incredibly passive ○ We absorb mass media messages ○ Homogenized culture does not think for itself ○ Assumed stupidity of audiences ■ Limited Effects: circa 1940s-50s, acknowledges people’s individual differences and needs, media messages reinforce what people already believe ● We watch what we already believe ● “Some people in some situations will be influenced some of the time by some media messages” ● We do “walk in” with some beliefs ○ Audiences are still perceived as passive ● Two step flow of influence - Croteau and Hoynes ○ Circle of influence ■ Agenda Setting (or Priming): circa 1960s, media’s ability to set the agenda for discourse, direct people’s attention to certain issues (which effectively directs our attention away from others) ● Considered especially important in news and politics ● Media “Spin” ● Who learns what from what source about their civic leaders influences voting and public opinions ○ How is that agenda set? ○ What are they presenting to me? ○ What might be left out? ■ Cultivation Analysis: circa 1960s-70s, begins with the exploration of violence on TV concerned with heavy viewers of television ● Mean World Syndrome: heavy viewers of television believe the world is
More Less
Unlock Document
Subscribers Only

Only page 1 are available for preview. Some parts have been intentionally blurred.

Unlock Document
Subscribers Only
You're Reading a Preview

Unlock to view full version

Unlock Document
Subscribers Only

Log In


OR

Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit