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Individuals. Dependent Independent And Other Variables. Displacement. Mere presence of mass media has a potential displacement effect; each medium is an alternative that displaces other activities. Processing Styles.
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Individuals Dependent Independent And Other Variables
Displacement Mere presence of mass media has a potential displacement effect; each medium is an alternative that displaces other activities
Processing Styles Over time, particular media may lead to preferences in processing styles. TV generation is much more visual.
Dependent Variables • Cognitive: Knowledge/beliefs • Affective: Moods/evaluations • Conative/overt behavior: intentions/actions
Cognitive • Knowledge is information confirmed by others and accepted as an accurate representation of reality. Give me examples • Beliefs: some evidence of consuming single event BUT most cognitive effects are linked to patterns of media use. • First Order—demographic; quantifiable • Second Order—broad opinion
Cognitive • Primary influence on societal not personal judgements.
Affective • Media effects are usually much greater in area of cognition; but increasing evidence of temporary and enduring effects on mood and evaluations. • Mood states Zilmann (1988) people use media to diminish the intensity of bad moods & to perpetuate and intensify good moods (selective attention)
Affective • Poor TV! Heavy users described life and moods less fulfilling than did light users. • Compensation Hypothesis: media used to compensate for social impoverishment. • Buffering Hypothesis: people partially protected from loneliness from heavy media consumption. • TV more likely to affect single, elderly
Affective • TV increases family time together but diminishes interaction. • Evaluations are considered the link to overt behaviors; information or lack thereof influences our attitudes and hence our actions.
Behavioral • Simply put: • Media can affect people’s intentions to act (People’s Choice—reinforcement) and subsequent overt actions. • Examples include voting, volunteering. • More on individuals patterns later.
Independent Variables • Media/channel differences • Print size, type face, etc • Movie sequence • Black and white Vs color • Colors in advertising/packaging • Poor TV! Newspaper readers were considered more knowledgeable of politics
Independent Variables • Media Use • Exposure—time used; frequency • Preference—media favorites • Reliance—replaces leisure or learning from other sources • Attention—active selection process in choosing content among message across time
Independent Variables • Framing—looking at models that represent alternative portrayals with differing effects on audiences. • Conservative Vs liberal news • Thematic or episodic • Causal relationships; responsibility
Other Variables • Social Learning Theory holds that aggressive modes of response are acquired either through direct experience of indirectly through observation of aggressive models. • Selective Exposure—look for and use media to reinforce existing attitudes, values, beliefs; applied to perception and retention as well.