...discussed in class, media usage over the past decade has grown exponentially. People consume different types of media over a myriad of platforms and devices. Shows that were once only available at a certain time on singular networks can now be viewed at the consumers leisure with services such as Video On Demand (VOD), HULU, Netflix, and thousands of different websites and file sharing services. With all the freedom of watching programs whenever you desire, many companies send media messages that can control and dictate the way we, the consumers, view the world. Different movies and TV shows can make us see the world in ways that can sometimes be far from the truth; thinking that the father is always the bread winner or that a woman’s role is to take care of the children and the household are common themes that many programs make us believe are universal truths. Media messages can also make us feel a certain way about the characters of a particular program; those feelings can sometimes even be transferred from the screen to our psyche and can make us react in certain ways. But how do we know this? How can we observe these things and use them to combat the messages different providers send our way? Today, I will be discussing how two media theories, Uses and Gratification and Excitation Transfer, can be explained using a popular ABC program Once Upon A Time. Next, I will compare and contrast theses different media theories. Finally, I will explain how policy maker, media sources, and...
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...Question # 1:- How would you describe Agilent Technology communication process for dealing with downsizing? Communication is a message from a sender to a receiver in an understandable manner. The importance of effective communication is immeasurable in the world of business and in personal life. From a business perspective, effective communication is an absolute must, because it commonly accounts for the difference between success and failure or profit and loss. It has become clear that effective business communication is critical to the successful operation of modern enterprise. Every business person needs to understand the fundamentals of effective communication. Companies are working toward the realization of total quality management. Effective communication is the most critical component of total quality management. The manner in which individuals perceive and talk to each other at work about different issues is a major determinant of the business success. It has proven that poor communication reduces quality, weakens productivity, and eventually leads to anger and a lack of trust among individuals within the organization. The communication process is the guide toward realizing effective communication. It is through the communication process that the sharing of a common meaning between the sender and the receiver takes place. Individuals that follow the communication process will have the opportunity to become more productive in every aspect of their profession. Effective...
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...MEDIA EFFECTS AND PROPAGANDA October 30th 1938 was one of the most important dates in the history of mass media and its impact on society. Produced by Orson Welles, the radio broadcast of ???War of the Worlds??? created nationwide panic and thus allowed anyone to see the social effects that were made possible by the media. Interestingly, while panic was observed during the broadcast, some people were still able to remain calm and collected. Two years later, this led physiologists Hadley Cantril, Hazel Gaudet, and Herta Herzog to study the phenomenon where some people seemed more susceptible to the effects of the radio broadcast as compared to others. What they found out was that those who were not frightened were not suggestible because they displayed what psychologists called a ???critical faculty??? (pg. 589). The lack of critical faculty was the lack of the ability to create a framework in which to check if the information were true. People who lacked critical faculty included those in the lower income bracket or educational level, as they would have considerably limited sources of information to refer to (pg. 582). Radio was the most accessible media for them and would be a reason why they seemed to exhibit the most panic. The psychologists behind this paper could be likened to early communication researchers who delved into the mind in order to better understand ones behaviors. They performed standard research methodology including interviewing 135 persons as their sample...
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...MASS MEDIA EFFECTS In partial fulfillment of the requirements of Theories of Communication (LAC 701) A paper prepared by Group Four John Fasisi (91817) Kalim Gazal (136615) Moyofade Ipadeola (95580) Nwachukwu Egbunike (147181) Oluwaseun Oti (168137) Seyi Bodunde (168139) Victor Eze (167521) And submitted to: Professor F. A. Adesanoye Department of Communication and Language Arts Faculty of Arts University of Ibadan November 27, 2012 ABSTRACT This literature-driven study examined mass media effects. The work peered into the history of the ‘powerful media’. An in-depth review of relevant theories of mass media effects was analyzed. Findings pointed towards both positive and negative impacts of mass media. However, there was no empirical evidence to substantiate a direct cause and effect relationship of mass media messages with the actions of the consumer of the information. Consequently we can only assert that the mass media impacts on society but does not necessarily have an effect since other factors also influence people other than information consumed from the media. As such, this study asserts that the mass media influences public opinion but does not necessarily cause it. Key words: powerful media, mass media effects, theories of mass media effects, impact of media messages INTRODUCTION The mass media involve organisations that are responsible for the dissemination of information to a large number of people. Basically, the mass media...
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...The Effect Of Domestic Violence Films On The Youth: An Excursion Of Media Violence Theories and Persuasion Theories Dr. Ajilore Head Of Department, Department Of Mass Communication, Babcork University, Ilisan ,Ogun State, Nigeria Ojo Titiloye Oyeyinka Lecturer, Department Of Mass Communication, Tai Solarin University Of Education, Ijagun ,Ogun, Nigeria Nwaolikpe Onyinyechi Nancy Department Of Mass Communication, Babcork University, Ilisan ,Ogun State, Nigeria Akinreti Qassim Olalere Head, Foreign Desk, Voice Of Nigeria And Part-Time Lecturer, Nigerian Institute Of Journalism, Ogba, Lagos, Nigeria Odegbenle Lateef Department Of Broadcast Media, Nigerian Institute Of Journalism, Ogba, Lagos, Nigeria Goke Rauf Head, Mass Communication, Moshood Abiola Polytechnic, Abeokuta, Ogun State, Nigeria Jegede Omolayo Station Manager, Babcock University Radio Station And Lecturer, Department Of Mass Communication Babcock University, Ilisan,Ogun State, Nigeria Tsebee Asor Kenneth Department Of Mass Communication, Al Hikmah University, Ilorin, Kwara State, Nigeria Abstract: Several studies have been on the impact of media violence on aggressive and violent behavior. Researches on effect of media violence have proved that heavy exposure in films, videos, televisions and movies can increase the risk of behaving violently. This paper is an escursion of selected media violence theories -social learning theory, catharsis theory and cultivation theory, and Persuasion theories – Congruity theory, Symmetry...
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...Theories of Communication – MCM 511 VU LESSON 01 COMMUNICATION Defining communication Communication is seen as central to our everyday ideas about what makes life worth living. It is not surprising that academicians have attempted to unravel the secrets of the communication process. In this section of the study we will examine the theorizing and theories of this discipline of communication. To understand communication theory we need to understand the nature of communication. Nature of communication People define terms in different ways, and those differences in definition can have a profound impact on the extent to which we understand each other and the way we move forward with both academic and everyday pursuits. Given the variety of ways in which words are used and understood, we are often ill-served to search for the single, so-called correct definition of a term. In other words, it is better to evaluate definition in terms of their utility rather than in terms of their correctness. So we should not assume that there is always a single right way to define a concept. There is a great deal of variation in the definitions. Some are very abstract and some are extremely specific. Few definitions are cited below. Communication is the process by which an individual (the communicator) transmits stimuli (usually verbal) to modify the behavior of other individuals (the audience). (Hovland Janis and Kelly in 1953) Communication is the process by which we understand others and in turn...
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...Utilization Theory of Communication and Media Technology in Modern Life Details Written by Debora Yona Category: Development Communications Technology Published: May 6, 2014 The development of information technology and continues to grow today. Media continues to grow following the seiringnya time. Utilization of the media will be felt if everyone used it to match what is needed. For example, television is very large striving for perception and behavior, these media provide insight and effects that can be accepted by the mental and the power of human thought. The use of this medium can be carried out in accordance with the rules of its use, do not go beyond the limits that should not be done. Utilization of the media also have an impact beside which can also lead to anti-social behavior therein. And it has been many theories exposed highly related to media including: - Uses and Gratification In this theory explains that a group of people or himself had considered active and selekti in using the media as a way to meet his every need. This theory in the mentioned by forward by Elihu Katz, Jay G. Blumlerm and Michael Gurevitch in 1974. In this theory focused on the use (uses) media for satisfaction (Gratifications) or to one's needs. It can be said also that every individual or the audience to be as social beings who possess selective in receiving a message from the mass media. So it can be concluded a group of people or the media users who use the media as a way...
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...NAME: Simba Elijah Kiage ADM NO: 643419 ASSIGNMENT: A Report on Active Theory of Television Viewing Course: Jnr2223 INSTRUCTOR:Kioko Ireri, Ph.D. SUMMARY PURPOSE Delivered for the fulfillment of a Bachelors Degree in Mass media SCOPE: The Report covers the Active Viewing Theory, its contribution to understanding media effects on audiences documented challenges from research scholars. Presented To: Kioko Ireri, Ph.D. Assistant Professor of Journalism & Mass Communication Patron, Journalism Club, Journalism Department United States International University-Africa. Introduction This theory finds its roots in Bandura’s 1977’s social learning theory which states that some prim aspects of television programming normally get and retain the attention of the viewers. It is therefore from here that Bandura suggested that once a child is exposed to the television programs, perceptive watching followed by an almost automatic attention and interpretation. This is a theory then that rests under media effects category. The many researchers who have put its hypothesis to research over the years have all tried to ascertain whether it is true indeed that viewers get directly involved with the media messages they consume from the media (Television) This theory however hasn’t really been accepted across by all media researchers as some have come out to question the perceived active television watching by the audiences saying that in reality television viewing as...
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...Uses and Gratifications: Development and Basic Tenets Research into the reasons why individuals use mass media dates back more than 50 years. Early forms of gratifications research attempted to understand why people used certain media content. In the process, it explored the functions of the media and the role of the audiences' needs and expectations (e.g., Herzog, 1940; Lazarsfeld & Stanton, 1941; Lazarsfeld & Stanton, 1949). These early studies preceded any formal conceptualization of the uses and gratifications paradigm later proposed by Katz, Blumler and Gurevitch (1974) and Rosengren (1974). Instead of asking what effects the media have on individuals and collective audience behavior, the questions were, what are people seeking and what do they believe they are deriving from mass media? According to Katz (1959), "it is the program that asks the question, not 'What do the media do to people?,' but 'What do people do with the media?'" (p. 2). In more familiar terms, "Ask not what the media can do to people, but what the people can do with media." The uses and gratifications paradigm provides one way of conceptualizing the relationship between the producer of messages (sender) and the audience (receiver). It presents a departure from the powerful (direct) effects models of communication research that dominated the field of communication between 1930-1960 and to some extent still dominates the field today. Volumes three and four of the Journal of Communication...
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...Discuss the consequences of depicting violence on television with reference to effects theory As the development of economy and technology, there are many diverse forms of media in the digitized twenty-first century, including TV, radio, newspapers, and the Internet. Especially the television plays such a significant role in the lives of modern citizens nowadays. However, it may cause some negative aspects such as the television violence because children who watch violent television shows are more likely to commit crimes than those who do not (Marc, 2001). In this essay it will attempt to bring these claims into perspective and discuss critically that the consequences of depicting violence on television with reference to effects theory. The structure of the paper is as follows.How television violence affects children will be firstly presented according to the hypodermic needle theory. Subsequently, it will illustrate the impacts of depicting violence on TV by uses and gratifications theory and media cultivations theory under the conditions of media content and audience variables. Firstly, it is generally believed that television violence can result in the real violence and aggressive behaviour (Mcquail, 2005).Through statistic analysis, children can spend more time watching television which can reach twenty five hours per week than other activities (Violence on prime time broadcast TV 2001). Besides, a large number of violent programs are showed in television nowadays (Children...
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...The hypodermic needle theory regards the audience as passive and the power of media messages strong and that media influences people to behave in a certain way. The effects debate is the argument that the media has the potential to influence an audience, to affect them in negative ways, and that there is a need to protect people from material which might cause harm of one kind or another. The messages in the media are injected into the audience like a drug, but they don’t notice the effects that it has on them. The effects of messages in the media tend to be associated with bad behavior, and negative actions, especially regarding sex and violence. An example of this is the Sandy Hook Shooting, where the boy’s ruthless actions were blamed on the influence of the game Call of Duty by the New York Times, which he supposedly spent a lot of time playing alone in his basement. The hypodermic needle theory is also known as the hypodermic-syringe model of communications, and is referred to as the magic bullet theory. It implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s was perceived as a powerful influence on behaviour change, yet according to Katz and Lazarfeld (1955), the model is rooted in 1930s behaviorism and is concerned by many to be obsolete today. The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message. The study known...
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... **NEXT WEEK** Be able to distinguish among these 3 catagories 1. 2. Powerful effects theory: the media guides our lifestyle and is used as a scapegoat for society's ills. 3. Cumulative effect: the media's effect builds up gradually over time. Cultral Terms (10/1/12) 1. Pseudo Event 2. News Comes In Two Varieties -Instant Gratification -News of Consequence 3. Kitsch (Vulgar Culture) 4. Camp (Something So Bad It's Good) Media's Effect On The Indvidual 1. What is stereotype? -A fixed image or generalization -Has a history probably forgoten over time 2. Why does the media use so many stereotypes? -Early examples of stereotypes in the movies: ~Toms, Cooks, Mulattoes, Mammies, & Bucks 3. Media use of role models and status conferral 4. Attitude Change: Is it easy to change minds? -Selective Exposure -Selective Perception -Selective Retention 5. Uncertain media side effects: The intended message is not always the one received. 6. Three theories on violence: -Catharsis Theory: Violence serves as a way to lessen aggressive behavior. -Aggressive Stimulation Theory: Watching violence makes us more violent. -Catalyst Theory: Cerain people may be affected by exposure to violence. 7. Violence 1. Why is there so much violence as a content of media? 2. Is it better to show sanitized violence or...
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...Are the media the “terrorists’ best friends”? (Laqueur, 1976) This essay will propose that the media coverage of acts of terror occurs for the main purpose of reporting on the news, it heightens the public’s awareness of such incidents and aids in counterterrorism, thus having a detrimental effect on the terrorists and their cause. Laqueur’s statement that the media are the terrorists’ best friends implies that their coverage of terrorism aids the terrorists. We will examine and disprove the hypotheses that coverage of terrorism in the media, and the publicity and attention terrorists gain through media reporting of their acts of terror are beneficial to their cause. For the purposes of this essay media will be used as a “…generic term meaning all the methods or channels of information and entertainment” (P.Wilkinson, 1997:51) and as found within majority of the theories and concepts discussed, the term terrorism, and therefore terrorist, is used to describe violence carried out in the name of a political, ideological or racial cause by a person who wishes to influence the government and, or, intimidate the public. (www.mi5.gov.uk) Terrorism is a psychological weapon (P.Wilkinson, 1997:54), which is dependent upon communication of its threat. The easiest way terrorists can disseminate their messages of threat is through the manipulation of the media. When using the media, the terrorists’ have four core objectives; communicate propaganda; mobilise support from the public...
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...The media of mass communication have long played a fundamental role in people’s lives. The media informs, persuades, entertains, and even sells. For the most part; mass media is only owned by a few private companies, as we learned in the “media ownership” discussion. According to the “Telecommunications Act of 1996,”, this act was to spawn some competition the broadcast companies. It also eased the restrictions on the number of television stations one individual company can own. The media, controlled by power corporations and government organizations, has positioned itself to influence people in all manner of ways, but no one group controls the system as a whole. 90% of all television media is controlled by only six broadcast corporations. Media can provide companionship, shape perception. They are fundamental to an informed and educated public.(Pavlik, McIntosh 2004). “An important aspect of digitization is that the boundaries between different media have brought into question, and a presupposition has the developer that we are in an era of media convergence” (Storsul,Fagerjord (2008). Strosul and Fagerjord believe that “blurring the border between media does not have to mean convergence. There is also development toward stronger differentiation of media in which elements from earlier separate media and sectors are combined in new ways.” In communication, there are three forms of interpersonal, intrapersonal...
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...Mass Communication and Theories Jenny Wunderlich Comm 309 November 3, 2014 Introduction Within Mass Communications, there are multiple theories that are presented. Two of the theories are the Cultivation Theory, and The Agenda-Setting Theory. I enjoy this area because these theories lie under media effects. Media effects expands our behavior whether its positive or negative, and has a huge impact on how people become. The media has become a huge part of society and how people live today. There are many forms of media, but these theories specifically talk mainly about television. People start at such a young age watching television and it affects how they are raised and how they percieve life. Theory 1 The first theory is the Cultivation Theory. This theory is a social theory which examines the long-term effects of television. The primary concept this theory is that the more time that people spend absuing television, the more likely they are to conform to the ideas they are watching. This causes a misconception of reality and what is important. For example, when someone is watching a ton of violence, they are more likely to contribute to that lifestyle than one who didn't watch that. In our textbook, it states, “According to Gerbner, violence is one of the major staples of the TV world” (pg. 366). He is concerned that this changes people's beliefs which then alters their behavior and how they act and approach things. There is something called Institutional Process Analysis, which...
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