Theory Class Notes 2 PDF

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class notes on media-effects trend...

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Media-Effects Trend  media effects on individuals, because of their importance, should be the focus of research; postpositivist methods provide the best avenue of inquiry  scientific method driven Two major theories from 50s-60s = functionalism and communication systems theory (developed by methodologists instead of theorists)   

Nothing based in speculation Both found that media not as powerful as mass society/propaganda Your standing in society more of a media effect

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Paul Lazarsfeld – research demonstrated increasing evidence that media rarely had a powerful direct influence on an individual; developed “middle-range” theories; early deciders did consume the most media, making them gatekeepers or “opinion leaders” o Media there to reinforce ideas that are already in place o Limited effects o Does this idea hold true today? depends, we do a lot of self-selecting that reinforce what we already know, like or believe; however, opinion leaders still largely influential o When opinion leaders get their info from the media, it’s called two-step flow theory

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Carl Hovland – found that media had almost no power when it came to converting people from their strong beliefs o Media propaganda not powerful o Time was a key part of propaganda’s effectiveness o High-credibility course haven easer time changing attitudes but group membership is huge factor

Development of media-effects trend = acceptance of empirical social research methods 

Gained support of private industry (Rockefeller Foundation)  which means they are driving the revenue of funding usually on topics they are interested in for research

Limited-effects theory 

Two-smaller theories developed under it: 1. Individual differences theory – people make different decision because of a different psychological make up

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2. Social categories theory – members of given groups will respond to the media in a uniform way When it became obvious that the media did not have a powerful influence/mass effect on public opinion, why did it still remain the large focus of research?

Selective processes – redux cognitive dissonance or discomfort caused by info inconsistent with beliefs   

Selective exposure Selective retention Selection perception

Information flow theory (information diffusion theory)  how info moves from media to audiences to have specific intended effects  

Assumes status quo is acceptable and doesn’t need to be changed Limitation is that info usually flows from elite media source down to individuals

Phenomenistic theory  media rarely the sole cause of effects (Joe Klapper) 

Problem, Klapper was equating reinforcement with no effects (just because there is no effect, doesn’t mean it’s not reinforcing your already held beliefs)

Functionalism  idea that society has interrelated activities each of which support each other (Robert Merton) 

Classic four functions of media: 1. Surveillance of the environment 2. Correlation of the parts of society in responding to the environment 3. Transmission of the social heritage from one generation to the next 4. Entertainment a. Harold Mendelsohn b. Concerned that mass society supporters were elitist who saw TV bringing people away from what they deemed important (religion, politics, religion, c. Mass entertainment theory

Systems theories  system is a set of moving parts that influence each other through feedback loops (ongoing adjustments) 

Cybernetics

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Modeling systems Transmission model – media is senders...