Media Effects History (Part 2)

Long term effects
 
6. Socialization

the process by which society passes on its norms and values to successive generations

a learning process

how we learn to become accepted members of society
 
Agents of Socialization

those people/institutions engaged in socialization

family

church

school

peers

media

government
 
 
1950s - 60s
 
1. family
2. peers
3. church
4. school
 
1980s - 90s
 
1. peers
2. media
3. celebrities
4. school
 
why this change?

media and non-media factors
 
if we were to take the same poll today, what would it look like?
 

what enhances the role of media as a socializing agent?

when media exposure is frequent

when media messages are consistent

when real life experiences are weak

when other agents use the media
 
7. Social Learning Theory (Social Cognitive Theory)

Albert Bandura (Bobo doll)
operates on the premise that most of the behavior we learn comes through observation (not trial and error)

some by observing models directly

some by observing models indirectly

media
 
observe - learn - imitate
 
it becomes important to know what patterns of behavior the media is modeling
 

8. Cultivation Theory
George Gerbner
 
what are the consequences of growing up with television?

TV is the new storyteller of our society

TV cultivates thoughts/attitudes/behaviors that used to be cultivated elsewhere

the cultivation effect is cumulative and not the result of any one exposure
 
cultivation differentials

the differences between heavy (4+ hours/day) and light (<2 hrs/day) viewers

how does each group see the world?

TV reality vs. "real world" reality

ex. mean world syndrome
 
 

Return to syllabus