Media effects can happen at the individual level and at the macro level.

Media Effects Media Saturation

– Books, radio, television, newspapers, websites, video games, etc. – By 2011, the web had over 13.6 billion pages.

– It would take 42 years to get through just 10% of that content. – In 2010, the average American was spending 11 hours with the media

every day. – Media continues to be produced at an ever increasing rate. – No person or culture in the history of humanity has lived with this

much information and media saturation.

Media Effects Media Saturation

– Our brains cannot process all of the information that we encounter, so we unconsciously filter information out.

– To navigate through our information saturated culture, our brains automatically process stimuli.

– Psychologists refer to this automatic/unconscious processing of information as automaticity.

– Sometimes we process out useless information; sometimes we process out important information.

Media Effects Media Influence

– The media exert a continual influence on us without our realizing/consent. – If you think of our beliefs, ideologies, etc, as codes, than these codes are

programed by parents, experience, environment, society, culture, education, religion, politics, government, etc. And also by the media we consume, actively or passively.

– We follow habits, or preprogrammed codes, because it is easier and more efficient than rethinking and/or questioning every message we encounter. Data Usage Assignment Discussion

Media Effects Media Influence

– For example, advertising: – Americans spend more time shopping than any other country on earth. – There are more shopping centers in America than there are high schools. – Americans go to shopping centers more often than they they attend

centers of worship. – Advertising works by programming our code (automatic routines) so that

we shop even when it would be in our best interest to do something else.

Media Effects Media Influence

Group Question:

– What are some preprogrammed “codes” you follow? Can you identify when/where/by whom they may have been “programmed”?

Media Effects Media Exposure

– There are a range of exposure states that we use to experience media messages.

– There are three kinds of exposure: – Physical Exposure: requires some sort of proximity (time and space) to a

message (i.e. radio on in a room that you are occupying or moving through). – Perceptual Exposure: the person’s ability to receive sensory input through the

visual and auditory senses (i.e. sound frequency, fps, pixels, etc…). – Psychological Exposure: in order for this to occur, there must be some element

(image, sound, emotion, pattern) created in the mind.

Media Effects Media Exposure

– When all of these kinds of exposure are met, you have someone’s attention. (While all of these kinds of exposure must be met to have attention, they do not guarantee someone’s full attention).

– There are four different types of exposure states you can experience when encountering a message: attentional, automatic, transported, and self-reflexive.

– You will have a different experience with a message depending on which psychological state you are in when you receive the message. Data Usage Assignment Discussion

Media Effects Media Exposure

– Attentional State: When you are in this state of exposure, you are conscious of being exposed to a message(s), and you pay attention to the message; you have a conscious awareness of the messages (though maybe not a high level of concentration).

– Automatic State: In this state of exposure, you are not consciously aware of certain messages in your physical environment (i.e. pop up ads, music in the background, etc…). You may be concentrating on something else, but your brain is processing all the extra information. Certain sounds and images are being recorded in your unconscious mind. This happens until a message breaks through and captures your attention.

Media Effects Media Exposure

– Transported State: In this state, you are so consumed by the message that you lose track of time and place. Concentration level is so high that you lose touch with the real-world.

– Self-Reflexive State: In this state you are hyper-aware of the message and your own processing of the message. This represents the fullest degree of awareness. The viewer asks themselves questions such as: “Why am I watching this?” & “Why am I making these interpretations of meanings?” Not only is there analysis, but also meta-analysis. That is, not only are you analysing the messages, but also analyzing your analysis of the media message.

Media Effects What are Media Effects?

Eight major issues have been identified in Media Effects scholarship:

1. Timing – when do media effects appear? (i.e. immediately or years down the road and influences in the long term?)

2. Duration – some effects may last a short time and some may be permanent (i.e. you can remember the words to a song you listened to when you were six years old).

3. Valence – the balance of positive and negative effects (i.e. desensitization of graphic content vs. desensitization of phobias)

Media Effects What are Media Effect?

4. Change – noticeable change is not what’s always important; reinforcing existing habits so that there is no change may be the objective (no change in behavior does not always equal no media effect).

5. Intention – there are many media effects that occur even if the media producers (and consumers) didn’t intend for them to occur.

6. Level – are the effects occurring on individual levels? Institutional? Cultural? Studies that look at micro- and macro- level effects are approached differently.

Media Effects What are Media Effects?

7. Direct and Indirect – sometimes effects are direct, sometimes they are not

8. Manifestation – sometimes effects are easy to observe, sometimes they are not. But that does not mean that media are not exerting influence. Data Usage Assignment Discussion

Media Effects Types of effects:

● Cognitive: Media exposure influences an individual’s mental processes; typically involves the acquisition, processing, and storage of information.

● Belief effect: Media exposure influencing an individual’s judgement, faith, ideology, etc.

● Attitudinal effect: Media exposure exercising an influence on an individual’s evaluative judgements.

Media Effects Types of effects:

● Affective effect: Media exposure influencing an individual’s feelings, emotions and moods.

● Physiological effect: Media exposure exercising an influence on an individual’s automatic responses to stimuli.

● Behavioral effect: Media exposure exercising an influence on an individual’s doing or not doing something

EFFECT ACQUIRING TRIGGERING ALTERING REINFORCING

Cognitive Memorize info Recall info Change memory structure

Reinforce connections

Belief Accept/construct belief

Recall belief Change belief Strengthen belief

Attitude Accept/construct attitude

Recall attitude Change attitude Strengthen/reinforce attitude

Affects Learn emotional information

Recall emotion Change emotion Strengthen emotional connection

Physiology Mood change Reinforce mood Automatic response Reinforce reaction

Behavior Learn behavior Recall behavior Behavioral change/ performance of novel behavior

Reinforce habits

MEDIA INFLUENCE FUNCTIONS: INDIVIDUAL LEVEL EFFECTS

Media Effects Keep in mind that:

● Cognition can influence belief formation ● Beliefs can influence attitude ● Behaviors can influence attitudes ● Affect can influence attitudes

Media Effects Some Important Media Effects Theories:

● Agenda setting – How media shape the public’s belief about what is important.

● Feminism – Sexest ideology permiates the media ● Framing – The way a story is presented; it’s the process of applying frames

that impact people’s or groups of people’s context, perception, understanding, and conceptualization.

● Gatekeeping – A process by which information is filtered to the public by the media.

● Cultural Hegemony – the cultural domination of a society by a ruling class, ensuring acceptance of the status quo by other classes

Media Effects Some Important Theories:

● Agenda setting – How media shapes the public’s belief about what is important.

● Feminism – Sexest idelogy permiates the media ● Framing – The way a story is presented; it’s the process of applying frames

that impact people’s or groups of people’s context, perception, understanding, and conceptualization.

● Gatekeeping – A process by which information is filtered to the public by the media.

● Cultural Hegemony – the cultural domination of a society by a ruling class, ensuring acceptance of the status quo by other classes

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Initial responses to the DQ should address all components of the questions asked, including a minimum of one scholarly source, and be at least 250 words. Successful responses are substantive (i.e., add something new to the discussion, engage others in the discussion, well-developed idea) and include at least one scholarly source. One or two-sentence responses, simple statements of agreement or “good post,” and responses that are off-topic will not count as substantive. Substantive responses should be at least 150 words. I encourage you to incorporate the readings from the week (as applicable) into your responses. Data Usage Assignment Discussion

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Your initial responses to the mandatory DQ do not count toward participation and are graded separately. In addition to the DQ responses, you must post at least one reply to peers (or me) on three separate days, for a total of three replies. Participation posts do not require a scholarly source/citation (unless you cite someone else’s work). Part of your weekly participation includes viewing the weekly announcement and attesting to watching it in the comments. These announcements are made to ensure you understand everything that is due during the week. Data Usage Assignment Discussion

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Familiarize yourself with the APA format and practice using it correctly. It is used for most writing assignments for your degree. Visit the Writing Center in the Student Success Center, under the Resources tab in Loud-cloud for APA paper templates, citation examples, tips, etc. Points will be deducted for poor use of APA format or absence of APA format (if required). Cite all sources of information! When in doubt, cite the source. Paraphrasing also requires a citation. I highly recommend using the APA Publication Manual, 6th edition.

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I discourage over-utilization of direct quotes in DQs and assignments at the Master’s level and deduct points accordingly. As Masters’ level students, it is important that you be able to critically analyze and interpret information from journal articles and other resources. Simply restating someone else’s words does not demonstrate an understanding of the content or critical analysis of the content. It is best to paraphrase content and cite your source.

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The university’s policy on late assignments is a 10% penalty PER DAY LATE. This also applies to late DQ replies. Please communicate with me if you anticipate having to submit an assignment late. I am happy to be flexible, with advance notice. We may be able to work out an extension based on extenuating circumstances. If you do not communicate with me before submitting an assignment late, the GCU late policy will be in effect. I do not accept assignments that are two or more weeks late unless we have worked out an extension. As per policy, no assignments are accepted after the last day of class. Any assignment submitted after midnight on the last day of class will not be accepted for grading.

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