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Mass Media Effects on Society
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Uses and Gratifications Approach
This approach suggests that people actively use media to fulfill specific needs or desires, such as entertainment or information. A case in point is someone watching the news to stay informed or watching sitcoms for laughter. Hint: Active audience, Needs fulfillment, Media selection
Two-Step Flow Theory
The Two-Step Flow Theory argues that media effects are indirectly mediated by opinion leaders who first consume media content and then act as intermediaries to influence others. An example could be a local community leader interpreting news events for their followers. Hint: Opinion leaders, Mediated influence, Interpersonal communication
Framing Theory
Framing Theory suggests that the way information is presented (framed) in the media can influence how it is perceived and interpreted. For example, calling protestors 'freedom fighters' vs. 'insurgents' can sway public opinion on an issue. Hint: Media presentation, Interpretation bias, Frame choices
Media Dependency Theory
This theory posits that as people become more dependent on media for understanding their social world, media messages play a significant role in shaping perception, cognition, and behavior. For example, in a crisis, people may depend heavily on media for guidance and information, making them more susceptible to influence. Hint: Social understanding, Crisis response, Influence susceptibility
Cultivation Theory
The Cultivation Theory suggests that long-term exposure to media content can shape viewers' perceptions of reality. An example is the belief in a mean and scary world which stems from exposure to violence on television. Hint: Perception shaping, Long-term exposure, Reality vs. media
Social Cognitive Theory
Social Cognitive Theory suggests that individuals learn by observing others within the context of social interactions, experiences, and media influences. An example is a child imitating violent actions seen in a video game or movie. Hint: Observational learning, Behavior imitation, Media influence
Spiral of Silence
The Spiral of Silence theory explains how people may refrain from expressing their opinions if they believe they are in the minority, due to fear of isolation or reprisal. For instance, individuals may avoid discussing controversial topics in social media to not be alienated. Hint: Opinion expression, Fear of isolation, Minority positions
Third-Person Effect
The Third-Person Effect hypothesizes that people tend to believe others are more affected by media messages than themselves, often leading to support for media censorship. An illustration of this is parents believing violent video games affect children more than adults. Hint: Perceived influence, Others vs self, Censorship support
Elaboration Likelihood Model (ELM)
ELM proposes two routes of information processing: the central route (deep processing based on the argument's quality) and the peripheral route (shallow processing based on cues outside the argument). For instance, an advertisement might persuade by strong logical arguments (central) or by celebrity endorsements (peripheral). Hint: Information processing, Argument quality, Persuasion cues
Agenda-Setting Theory
The Agenda-Setting Theory posits that the media has the power to influence what topics are considered important by the public. For example, if news channels repeatedly cover a specific political issue, it can become a primary topic of public concern. Hint: News trends, Public attention, Topic significance
Selective Exposure Theory
Selective Exposure Theory claims that individuals prefer media messages that are consistent with their existing beliefs and ignore those that are not. For instance, someone might only watch news channels that align with their political views. Hint: Confirmation bias, Message selection, Belief consistency
Cognitive Dissonance
Cognitive Dissonance theory states that individuals experience discomfort when holding contradictory beliefs, which they are motivated to reduce. For instance, if a person smoke despite believing it is harmful, they might minimize the dissonance by claiming health risks are exaggerated. Hint: Contradictory beliefs, Discomfort reduction, Belief adjustment
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