Comm 226 - Exam 1 Review - Professor: Katty Alhayek PDF

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Professor: Katty Alhayek...

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Third-person effect (TPE) Test 1 10/4/17 ○ The thought that a message will have a stronger impact on others than on yourself ○ Low quality content, antisocial/undesirable behavior ○ Your perceptions of media triggers behavior effects ● Strongest influence of media - presumption that media has an influence - just on other people, not on ourselves ● Logical inconsistency - I am not influenced by the media, but I think the media is extremely influential on other people Ex: CBS News Poll - People were asked if they were interested in following this scandal on the news and they all said no not really, but these people believe other people were likely to want to follow it Processes and Consequences of TPE ● Defiance ○ Presumption that negative effects motivate the person to take action, with opposition or passive resistance ■ Ex: media censorship - librarians didn’t like that it said “scrotum” on the first page of a children’s book, “higher power of lucky” it would affect kids perception of the word, so librarians fought to ban it ● Compliance ○ Presumption that media effects strongly influence a person’s opinions. They change their opinions to agree with social norms. ■ Ex: H & M Balmain collaboration - H&M started selling the Kardashian brand, others wanted to wear it and be like them Social Distance Corollary: ● tendency to think others are more susceptible to media influence than they actually are First-Person Effect: ● If you are watching high quality content, and healthy/desirable content, you think that you’re affected by the media and others aren’t Social Cognitive Theory (Albert Bandura) Framework to analyze the human cognitions (mental functions) producing behaviors ● The Clip of Bandura’s 1961 Bobo Doll Study - Disinhibitory effect ○ studied children's behavior after watching an adult model act aggressively towards a Bobo doll, a toy that gets up by itself to a standing position when it is knocked down ○ Groundbreaking because it demonstrated that children are able to learn through the observation of adult behavior Modeling (monkey see, monkey do) The phenomenon of behavior reenactment includes four processes, Dancing: A - Attention - pay attention - watch dance R - Retention - retain information - remember the dance M - Motor Reproduction - taking information and applying it - learn the dance M - Motivation - actually keeping up with it - practice the dance

1. Self Reflective Capacity a. Enactive mode - you assess thought because of actions b. Vicarious mode - through observation of others actions, you feel as if you can achieve their skill after watching c. Social verification d. Logical mode - changing your beliefs to agree with social norms 2. Symbolizing Capacity - words & alphabet 3. Self Regulatory Capacity - motivation and evaluation 4. Vicarious Capacity - ability to learn without direct experience (ex through tv) Effects of Modeling ● N: Inhibitory effect: new information or observation of a new behavior restrains a previously learned behavior (uncle dies from smoking so you quit smoking) ● P: Disinhibitory effect: when new information or the observation of a new behavior removes restraints that were learned through a previous experience Disinhibitory devices 1. Moral Justification - when a normally evil action that is viewed as noble, moral, and justified 2. Exonerative comparison - when someone completes an evil action for the common good ● Robin Hood stealing food for the hungry 3. Euphemistic Labeling - when we label bad behavior to make you look good ● Ex: smoking is sexy 4. Displacement of Responsibility - When authority asks you to do something, and you do it because you were asked to. Even if the action is harmful, do it because you were told to. ● !!!! “The Milgram Experiment” - regular people who were told to torture people for an experiment** 5. Diffusion of Responsibility - a person is less likely to take responsibility for an action while other people are around 6. Disregard of the Consequences - when an action is performed without thinking of the consequences ● CEO of a company fires someone, the person who got fired slashes the bosses tires 7. Dehumanization - when a person treats other people unfairly because they don’t believe that they possess human qualities or deserve a justified life ● Not letting refugee’s into the US 8. Attribution of Blame - placing the blame on other people when morally, the blame should fall on yourself ● White attack on peaceful black protestors, attribution of blame goes to blacks for their actions being “provoking” Priming Effects of media content on people’s later behavior or judgements ● Mental Model ○ Used to make social judgement, understand predictions, and generate descriptions ○ Schema - College

○ Mental Model - UMass ○ Situational Model - Students ○ Limited - transmission of information, not how people make media meaningful ● Ex: Femininity, Masculinity, and Racism ● Clips of Donald Trump and Hillary Clinton along with clips of male news anchors being degrading to the female new anchors ● When men get heated about certain topics they make headlines as “passionate” and “fierce”, but when women act that way they are called “hysterical” Intervening Variables in Priming Aggression ● Perceived meaning of message: how and what people believe about the intention of the violent behavior in the media ● Perceived justifiability of aggression: consequences that violent actions can cause ● Character Identification: with whom in the media people identify with and how that relates to their violent inclination. ● Perceived Reality: Priming effects are stronger when audience believe what they see in the media are real, rather than fiction ● Stimulus of Prior Experiences: when people see violent actions in the media, they recall a past life experience (thought, feelings, ideas) History of Media 1920’s - 1930’s had STRONG media effects ● The case of Ted Bundy (American serial killer, kidnapper, rapist) ○ said his crimes were because of exposure to pornography ● The Princeton Study ○ War of the World’s - American Radio Broadcast ○ told a story about alien invasion. People tuned in and actually thought aliens were invading. Out of 6 million viewers, about 1 million were fooled 1920’s: Films and the Payne Fund Studies (13 Studies) ○ Concerned about effects of movies on children and on attitudes and behaviors of people Legacy of Fear: Herbert Blumer ● Widespread beliefs that media is very dangerous and very powerful. The effects of the media messages would pervert and upset social order ○ lead to the Hypodermic Needle Model Hypodermic Needle Model: (aka magic bullet & model of media effects & two-step flow model) ● suggests that an intended message is directly received and accepted by all receivers the same way

Linear Communication Theory:

a one way form of communication where information is shared, and the receiver of the information absorbs the information and has no effect 1940’s-1950’s had LIMITED media effects ● Political media campaign and the People's Choice Study !!! ○ 1940’s presidential election was published as The People's Choice ○ research revealed information about the psychological and social processes that influence voting decisions ● Wartime propaganda and the study of Frank Capra’s Why We Fight film series ○ Educational footage from Nazi propaganda films to convince people to go to war ○ movies didn’t affect motivation of the troops because troops were already motivated ○ the media can only affect some people, some of the time 1940’s predict media exposure → unimportant in terms of conversion, rather it contributes to the reinforcement of previously held opinions or perspectives Ceiling Effect Media consumers who are highly motivated to expose themselves to certain media messages might have already “hit a ceiling” in terms of being persuaded by that message ● People who only surround themselves with media that they already believe and don’t even consider other media ideas Context of WW II ● Germany used movies for war propaganda ● The US Gov called on hollywood to fight back ● Frank Capra’s, “Why We Fight” film Series 1950’s: Selective Exposure vs Evils of Comic Books ● Selective exposure - people only want to see things that they find to be agreeable ● Evils of Comic Books - corrupted the behavior in adolescents - fear (p.57) Post 50’s Types of Effects: ● Micro effects: effects on individuals ● Macro effects: effects on communities ● Content-Specific or Diffuse-General ○ Ex: Studies done on both areas regarding video game use by children ○ Content (media violence), diffuse-general (TV & obesity) ● Attitudinal/Behavioral/Cognitive Effects ○ how people feel vs. changing how people behave vs changing what people think about/how people learn what they know ● Alteration Vs. Stabilization ○ Transform or reinforce attitude, values, and beliefs

Scharrer’s Study

● watching a television show with a hypermasculine male lead can make aggression and violence seem favorable ● Relates to priming because viewers who are hypermasculine are more at risk to be affected by violence in media because they have shown similar behaviors in their own life The Michael J. Fox Show Study ● Criticism because it slightly made fun of Parkinson’s Disease (seemed more like a PSA than a sitcom) ● Relates to social cognitive theory, vicarious capacity because this theory states that without direct experience, people can learn from mass media messages, both good and ba...