Media Effects History (Part 1)

1. Magic Bullet theory

effects are immediate, direct, uniform and powerful

people are passive and controllable
 
note: as we look at theory, ask "what do these theories imply about human beings?"
 
in sum: major effects
 
2. Cantril Study (War of the Worlds)

powerful effects, but only on some

why were some affected and others not?

individual and social differences

ex. critical ability (capacity to make intelligent decisions)

ex. geography, religion
 
in sum: major but differing effects
 

3. "Why We Fight"
film designed to influence soldiers understanding of war and motivation to fight

experimental design with a pre- and post- test

result?

minimal and unintended effects!

knowledge increased

motivation remained unchanged and in some cases decreased

why?

imagery too powerful

overkill

personal experience (immigrant families)

already motivated
 
audience was active
 
in sum: limited effects, active audience
 

4. Lazersfeld Studies
how does the media influence voting?

a critical question in a democracy
 
1940 Presidential campaign

surveys, interviews, newspaper clippings etc.
 
results

media increased interest in the campaign (a positive!)

greater exposure to campaign material

selective exposure (key is individual and social differences)

crystallized decisions

reinforcement common, conversion rare
 
Two Step Flow (Multi-step Flow)

from media to audience (media influence)

from audience to audience (non-media influence)

opinion leaders
 
in sum: selective effects, media-audience interaction
 
Limited Effects (Wilbur Schramm)

For "some" children, under "some" conditions, "some" television is harmful. For "other" children under the same conditions, or for the same children under "other" conditions, it will be beneficial. For "most" children under "most" conditions, "most" television is probably neither particularly harmful nor particularly beneficial.

 

Key - what does "some," "other," "most" mean?

Needed research on the interaction between media and characteristics of viewers

       A huge task!

 

5. Uses and Gratifications
a focus on the audience

why do audiences have differing patterns of media exposure?
 
social and psychological origins of needs
which generate expectations of the mass media (or other sources of content)
which lead to differential patterns of media exposure
resulting in need gratifications and other consequences (many of which are unintended)
which influences subsequent patterns of media exposure depending on whether our expectations/needs were met
 

Some documented needs
1. surveillance - what's happening?

2. correlation - how does this relate?

3. cultural heritage - how does this fit?

4. entertainment

 
 
 
 
 
 
 

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