Chapter 10- Media and Behavior
The chapter opens with a rhetoric question
Joseph Klapper- around the 60s he held a position on the media influence
called the limited effects model. When and if media affect behavior, they do
so with a web of other influencing factors such as personality, characteristics,
social culture, mindset etc.
There are two different perspectives on the manner in which media affects
society. Whereas some believe that it heavily affects and the others believe
that it has limited effect.
Example: presidential campaign of 1992- he criticized the tv program called
murphy brown because the title character had a child out of wedlock and
thus was an attack on family values- he believed that it would affect people’s
Behavior is one of the most essential factors in mediamaking.
Effects of violence and sexuality in the media and the effects on children.
Sex and the youth- what role does media play in the sexual behavior that
young people engage in
1950s- rise in aggressive behavior in young people
social scientists commissioned in the payne fund studies- to examine film’s
effects on youth. One of the most wildly sighted volumes were Herbert
blumer’s movies and conduct-
The primary source through which research is done on this subject is
through the transmission model of comn.
It is believed that if the two models were complimentary, we would