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Lecture The dynamics of mass communication: Media in the digital age - Chapter 19

Chapter 19 - Social effects of mass communication. The following will be discussed in this chapter: Investigating mass communication effects, effects on knowledge and attitudes, media effects on behavior: a short history, the impact of televised violence, encouraging prosocial behavior, other behavior effects, research about the social effects of the internet, communication in the future: social impact. | Social Effects of Mass Communication Chapter 19 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE Investigating Mass Communication Effects Effects on Knowledge and Attitudes Media Effects on Behavior: A Short History The Impact of Televised Violence Encouraging Prosocial Behavior Other Behavior Effects Research about The Social Effects of the Internet Communication in the Future: Social Impact INVESTIGATING MASS COMMUNICATION EFFECTS Focus on scientific studies Two methods common Survey Panel study Experiment Field experiment EFFECTS ON KNOWLEDGE AND ATTITUDES The dividing line between knowledge and attitudes is fuzzy. We will consider both We will examine several topics that have generated the most research interest Media and Socialization Socialization is how individuals come to adopt behaviors and values of the group Agencies of socialization include media The Media as a Primary Source of Information Learning is important part of the | Social Effects of Mass Communication Chapter 19 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE Investigating Mass Communication Effects Effects on Knowledge and Attitudes Media Effects on Behavior: A Short History The Impact of Televised Violence Encouraging Prosocial Behavior Other Behavior Effects Research about The Social Effects of the Internet Communication in the Future: Social Impact INVESTIGATING MASS COMMUNICATION EFFECTS Focus on scientific studies Two methods common Survey Panel study Experiment Field experiment EFFECTS ON KNOWLEDGE AND ATTITUDES The dividing line between knowledge and attitudes is fuzzy. We will consider both We will examine several topics that have generated the most research interest Media and Socialization Socialization is how individuals come to adopt behaviors and values of the group Agencies of socialization include media The Media as a Primary Source of Information Learning is important part of the socialization process Media, especially TV, are primary information source Especially politics and public opinion Entertainment media also provide information About diverse topics such as occupations, crime, relationships, minorities, morals, etc Shaping Attitudes, Perceptions, and Beliefs Media can play important role in transmitting attitudes, perceptions, beliefs Especially in young people who are heavy viewers of TV, when stereotypes consistently recur, and when they have limited exposure to alternative beliefs or other socializing agents Creating stereotypes Effects of heavy viewing Absence of alternative information Cultivation Analysis Heavy TV viewing cultivates perceptions of reality consistent with the view of the world presented on TV. Methodology Research findings Mainstreaming Resonance Criticisms of cultivation analysis Determining cause and effect Factors other than TV may affect people Wording of questions on surveys Children and Television Advertising .