Chapter 11 Mass Communication
What did Gerbner find through the Cultural Indicators Project?
o They found that there is a lot of violence in TV o And there is this increase in violence on TV while the real-life violence rate in America was actually decreasing -o During the period of time, while the violence rate in the US was going down, the portrayal of violence was increasing on TV § Lots of shooting, machine guns, stabbing, death o Violence is the way that TV producers can raise their ratings and catch people's attention
What is an example of the Mean World Syndrome?
o When Dr. Tang was living in Alabama, she liked to watch HGTV channel, and thought of the world as a safe place—she didn't lock the windows and the doors o Now, Dr. Tang started to like to watch more crime shows like Criminal Minds § Then, she started to feel unsafe and worry that there are so many bad people out there § She is more fearful of all of the violence that is out there
What is the Socially Mediated Path of Influence (indirect)?
o You might not be influenced by the vloggers o You might not even watch it o But the people around you watch it and is a big fan of this Skincare influencer on YouTube and she learns this thing on how to use this new product o Then she tells you about it, so you are indirectly influenced by the media THROUGH YOUR BEST FRIEND o Media can influence our behavior directly (we watch the actual content) or indirectly (others tell us about it) -In the socially mediated path, "media influences are used to link participants to social networks and community settings
What is the Motivation Process of Observational Learning (4)?
o You need motivation to actually learn the observed behavior!!! o Motivation is the thing that urges us to do or adopt a certain type of behavior -To go from observation to action requires the ability to replicate the behavior as well as the desire, or motivation, to use the learned action. -Direct Motivation -Vicarious Motivation -Self-produced motivation
What is Vicarious Motivation (SCT)?
o you look at the rewards and punishments of OTHERS § How are others getting rewarded or punished? § For example, there was a TV show called the Biggest Loser § You see that these people look really nice after they lose weight and maybe they have a better marriage § If you see that happen on TV, even though you are not being directly rewarded, you are still motivated vicariously -when individuals "are motivated by the successes of others who are similar to themselves"
What syndrome is directly related to the Cultivation Theory?
the Mean World Syndrome
What is mass media?
-include organizations responsible for using technology to send mass messages to the public -Mass communication and the mass media are intertwined; without organizations and agencies to create, produce, and transmit the message content, reaching a mass audience would be difficult
How is the Cultivation Theory different from the Social Cognitive Theory of Mass Communication?
-Cultivation theory is all about media's influences on our PERCEPTIONS of the world and not our actual actions (This theory is not concerned with how media influences our behavior—focused on how mass media influences our perception of the world and our sense of reality!!!) · Unlike the Cultivation Theory, Social Cognitive Theory actually looks at how media influences our behavior!***
Which group of people are more likely to be affected by the content/violence on TV and are more likely to think the word is a dangerous place?
-Heavy viewers!! § These are people who watch four of more hours of TV per day · ON average, Americans watch 4-6 hours of TV per day -THE MORE TV you watch, the more likely you are going to view the world in the way of TV reality (more fearful)
Which group of people are less likely to be affected by the content/violence on TV and are less likely to think the world is a dangerous place?
-Light viewers -These are people who watch TV for 2 hours or less per day
What is resonance (Cultivation)?
-This involves congruency between viewers' own violent experiences and those they see on TV -In other words, when individuals who have actually faced acts of violence in their own lives then watch violent TV programming, they are forced to replay their own life situations again and again -The TV violence reinforces, or resonates, with their personal experiences and only serves to amplify their suspicion of a mean and scary world while rejecting the vision of a life without such aggression -§ If you were mugged, this is a personal experience of violence § And then if you see a lot of mugging on TV, every time you see that particular violence on TV, it will reinforce your own experience and remind you that it is a very violent world out there § EVEN THOUGH your experience might have been just a one-time thing § The resonance between your own life experiences and what you see on TV is going to reinforce this view that the world is a dangerous place
What are the two ways in which one can learn?
-Trial and error -Or you can observe others and the consequences they experience · When you were a young child, one of the things that you probably learned was that when there is a fire on the stove, it is going to be hot. So, you shouldn't touch it so you don't get burned. How did you learn this? o You can learn by trial and error: you can put your little hand on the hot stove and get burned. You then learn the hard way that you should not put your hand on the stove. o On the other hand, you can listen to what your parents say o OR you can observe your parents' behavior § Say your mom is cooking, and she accidentally puts her hand on the hot stove and gets burned § So, you can learn by observing other people's behavior and the consequences
What is Direct Motivation (social cognitive theory)?
-YOU are directly rewarded or punished -more likely when you perceive you will be rewarded as a consequence of modeling an observed behavior -If, however, you perceive you will be punished as a result, your motivation to use the behavior diminishes § If I cook a nice meal and my kids love it, that is a direct reward § I will want to do that thing because I was directly rewarded o We watched a clip from Friends about motivation § Joey was saying that there is no selfless good deed § He wanted to volunteer for PBS to get some TV exposure which would be good for his career (direct motivation)
How else is reality distorted (through TV)?
-body image o What it is like to be a doctor o How you should shop for a wedding dress o How murder happens o The likelihood of a zombie apocalypse o What type of house you should live in
What is Mainstreaming (cultivation)?
-implies viewers—heavy viewers in particular—develop a common view of social reality based on their frequent exposure to the repetitive and dominating images, stories, and messages depicted on TV -Thus, these television types are likely to perceive the world in ways that parallel TV's theatrical portrayal of life—as more corrupt, more crime ridden, more attractive, more sexualized, and so on. -§ If you are a heavy viewer and watch a lot of violent TV, you are likely to think that that is the reality (you have developed a mainstream view of reality) § If you watch a lot of Say yes to the Dress, then you are going to think that you should spend several thousand dollars on you wedding dress
What is Self-Produced Motivation (SCT)?
-means you will do this thing even though you will not be rewarded or punished § You just want to do something because of your own personal standards or because of who you are (a very nice person) § Intrinsic motivation -individuals rely on their own personal standards, engaging in observed activities they find personally worthwhile and refusing to participate in those activities of which they disapprove. -GOOD DEEDS -§ Phoebe was trying to demonstrate to Joey that sometimes people do things just out of pure goodness without getting any benefit from it · She went to the park and got stung by a bee as her good deed (self-produced motivation)
What is symbolic double jeopardy (cultivation theory)?
-o For instance, black people were more likely to be portrayed as the victims of violent crime o Minority persons are significantly less visible on TV than in real life, and these minority TV characters are much more likely to be portrayed as victims of violence. Not surprisingly, then, minority audience members worry the most about being victimized as a result of TV viewing. o What they are trying to say is that the kind of reality that ix portrayed on TV is not the REAL reality that we have in REAL life o The reality that is created by TV is very biased -"Equal violence, unequal risk" -Another facet of the message-system analysis Gerbner discovered was something Griffin called "equal violence, unequal risk." The research Gerbner conducted showed that the amount of violence portrayed in media stayed consistent, but the distribution of that violence was never equal.
Which issues are most affected by agenda setting and framing?
-political and chronic or social issues -social issues such as human rights violations, chronic disease, and teen violence o Is healthcare important, is privacy an important one, illegal immigration (political issues) o Especially when they do not relate directly to our everyday life because we don't really know exactly what is going on!!!***
What is the mean world syndrome/effects of heavy exposure to TV violence?
-the idea that the world is a more dangerous place than it actually is, based on watching news reports or violent programming -because we watch so much TV, which contains SO much violence, we are more likely to think that the world is a dangerous, mean place o The more TV you watch the more likely you are going to think we live in a dangerous world and there are people who are trying to get you
What is the Direct Path of Influence (SCT)?
-the media influence viewers directly, from creating attention-getting messages, to enabling behavior, to providing incentives to replicate actions so the viewer changes her or his behavior o We watch TV, and we are directly influenced by TV o Example: Skincare—by looking at those YouTube videos about Skincare, we might be directly influenced by them and directly learn how to take care of my skin better o You are DIRECTLY INFLUENCED BY THE MEDIA OR YOU DIRECTLY LEARN FROM THE MEDIA
What is first level (or primary) agenda setting?
-the news media present audiences with an agenda for what events the public should consider as important -The news media tell audiences what "news" to consider as important and WHAT TO THINK ABOUT -o NEWS TELLS US WHAT ARE THE IMPORTANT ISSUES that we need to pay election too o For instance, during campaign/presidential election season, depending on what your primary source is of mass media or news, you are going to be told of different issues as the most important issues that are facing the country o During the last campaign between Trump and Clinton, the more conservative media would say illegal immigration is an important issue that the country needs to deal with and the more liberal media like MSNBC or CNN was likely to tell people that there are other issues that are more important like minimum wage, healthcare, education, etc. o The news DOES tell people what they should be paying attention to and they do that by talking about an issue again and again and again o THIS IS THE IDEA OF AGENDA SETTING
What position does the Agenda Theory argue against?
-the news media simply reflected the public's interests, covering issues about which audience members already knew or wanted to understand in more detail -In this way, many assumed the news media simply act as mirrors of public interest -This is false according to this theory
How does the media's agenda influence the public's agenda?
-the public mirrors what is presented by the news media -what the news media present as important is then perceived by the public as important -o If the media says illegal immigration is the most important issue, and it says that again and again to its audiences, then the public is more likely to think, "YES it is an important issue" § As a result, this will drive the policy agenda in the direction of stopping illegal immigration § If the public thinks that it is an important issue, they will demand some kind of action in terms of policy from the government o Or if the media tells us well during this election, healthcare is the most important thing, and the media says it over and over, then the consumers of that news media will think "YES that is so important" and as a result they are more likely to drive policy agenda in that direction
What are the 4 Processes of Observational Learning?
1. Attention 2. Retention 3. Reproduction 4. Motivation
What are the four steps of framing?
1. Selection 2. Emphasis 3. Elaboration 4. Exclusion
The ability for news media to influence public opinion by telling the public what to think about is known as ________.
Agenda Setting
True or False: The Agenda Setting Theory posits that the news media is a reflection of society.
FALSE -Public opinion is actually shaped, in part, by media coverage—particularly with regard to political news and campaigns. -Rather than the news media simply providing a reflection of the public's interests, McCombs and Shaw posited the reverse equation—that is, the public mirrors what is presented by the news media
What is second level agenda-setting?
FRAMING -When the media tells us not only what to think about but HOW to think about it (related to bias) (Framing or Second Level Agenda Setting) § When media emphasize different things and exclude people or things from the story, they can create very different versions of reality which then influences how audiences think and feel about these issues -the manner in which stories are framed influences audiences' attitudes and how to think about the issues covered -That is, the manner in which a frame is prepared—how and what features of a story are selected, emphasized, elaborated, and excluded—affects public opinion about that issue
True or False: everyone is affected by the media's agenda setting effect in the same way
False some groups are more vulnerable than others
What was the Cultural Indicators Project (Cultivation Theory)?
Gerbner assessed the "television world" through content analysis -Did a content analysis of US broadcasted TV
What are the two ways in which viewers' attitudes are cultivated?
Mainstreaming and resonance
Does the mean world syndrome mean that we are going to be more violent ourselves?
NO it just means our perception of the world will be that it is a mean place
T or F: The mean world syndrome says that the more TV you watch, the more likely you are going to think it is a dangerous world out there.
TRUE
true or false: all mass communication is mediated but not all mediated messages are mass communication.
TRUE
True or False: · Our understanding of reality is cultivated by more than just violent TV.
TRUE · Dr. Tang has watched some of these shows in the last 10 years: o Forensic Files o The Walking Dead o Grey's Anatomy o HGTV o Say Yes to the Dress o Grey's Anatomy makes us think differently about doctors § You are going to think that doctors and nurses are ALL very attractive people and are promiscuous and their life is very full of adrenaline and adventure · A lot of these things are not true, but if you watch a lot of medical drama, then you are going to imagine their lives to be this way o If you watch a lot of shows like Say Yes to the Dress, you are going to form a very particular view about how you should be shopping for a wedding dress—you probably think you should go to a high end salon and take an entourage with you and it's going to be this dramatic thing and you are going to spend a lot of money and you are going to have to cry when you find THE dress § This is also a very distorted reality—not all girls do this § You will have this distorted reality of what your wedding dress should look like § Will really mess up how you think about your wedding and your wedding dress § It creates an alternative reality that is good for the business of the bridal industry o If you watch HGTV, then you are going to form a certain warped view of what house hunting looks like, what type of house you want § If you watched HGTV a few years ago, you might think I want granite countertops § And now if you watch HGTV, you might want the wood beam on the roof like what Joanna Gaines uses § The more you watch it, the more you think that this is the reality for everyone and that this is what you have to have o If you watch a lot of Forensic files, you are going to think that people around you are just bad people who are going to get you
What are some types of mass media?
TV, radio, newspapers, magazines, movies that are targeting a mass audience or market
What are gatekeepers?
The media executives and editors that decide which news to report are also called these -they set the agenda
Which group is most affected by framing and agenda setting?
Those with a HIGH need for orientation -§ Some people just have a high need for orientation § These are the people who probably don't pay much attention to what's going on around them in society and in the country § They are more likely to be influenced by the agenda setting effect especially when it comes to political issues as compared to someone who is highly involved in politics (working for a politician, etc.) § The people who have a need for orientation do not have a lot of understanding of what is actually going on!!!! -McCombs and Shaw argued that most people need such assistance when trying to understand and evaluate the complex world of politics -Consequently, audience members who need help determining political realities come to rely on news media to point out topics of importance - This need for orientation depends both on a topic's relevance as well as on a person's uncertainty about a given issue -People who know what is actually going on have a low need for orientation and are less likely to be influenced by the agenda setting effect of the media
What did we watch as an example of framing?
We watched two videos about the attack on the Branch Davidians' compound · Both of these videos framed the same incident in VERY different ways, you get very distinctive feelings after consuming these two news stories -One story said the raid was necessary to protect Americans and the other video said maybe the raid was a bad idea
What does is first level agenda setting all about?
When the media tells us WHAT to think about by repeatedly covering a particular topic
Has the Cultivation theory been expanded?
Yes! -· The original cultivation theory just focused on violence, but it has now been expanded to focus on even more reality distortions!!! It can be applied to other things: what it is like to be a doctor, how you should shop for a wedding dress, what kind of house you want to live in eventually
What is mass communication?
a process in which professional communicators use technology to share messages over great distances to influence large audience -Note the source could be an announcer, reporter, writer, and so on, while the technology used to mediate the mass message could include fiber optics, satellites, cable, radio waves, and printing presses to name a few
The ability of news media to shape our understanding of an issue through selection, emphasis, elaboration, and exclusion is called _______.
framing
What is true about increased TV viewing?
the more TV you watch, the more likely you are to view the world in a way consistent with TV reality
How do we learn most of our behaviors?
through observational learning and modeling -observational modeling saves individuals time and embarrassment from using a behavioral trial-and-error approach
What was the initial Cultivation Theory all about?
violence on TV -· This theory was developed in the 1960s and is one of the most influential theories of how mass media influences humans
What is the exclusion stage of framing (4)?
§ What aspects of the situation are NOT reported? § Who is silenced? Whose voice is not heard? What are the things that are ignored related to the story? § For instance, in the mass shooting example, MSNBC would probably ignore issues such as possible mental illness § Fox News is more likely to ignore the issue of gun control · By framing media not only tells us what to think about but HOW to think about it!!!
What is the elaboration stage of framing (3)?
§ What is added to beef up the story? § Did they want to interview some experts, some of the families of the victims, or local sheriffs? § Did they cite certain statistics? § All of these can influence the audience's reception and understanding of the story
What is the emphasis stage of framing (2)?
§ What is the focus taken? § Let's say there is a mass shooting where someone got a machine gun and killed 50 people § The news media can choose what they are going to focus on in this story § Some media might focus on how did this guy get the gun? Is it too easy for people to get those powerful automatic weapons? § Some other media might focus on is this person mentally ill? Should we do more about mental health? § Media can choose what is the emphasis/focus they want to take when covering a story § Taking sides kind of
What is the selection stage of framing (1)?
§ What stories are chosen? When media chooses which stories to cover § Basically, the first step of agenda-setting § This is where the media select what kinds of topics that they want to cover and cover a lot § Journalists have to make that decision—there are many stories every day, so what are they going to cover in the limited amount of time they have?
What is the Retention Process of Observational Learning (2)?
· (remember) o After watching the media content, you need to remember how to do the thing you observed o WHAT YOU CAN COGNITIVELY REMEMBER o Dr. Tang will remember the main ingredients needed and the steps for Natasha's shrimp tacos -humans can learn without actually engaging in a particular behavior if they can visually and verbally store the images to which they have attended
What are the 3 Assumptions of the Social Cognitive Theory?
· 1. Heavy exposure to TV may eventually make the televised images appear to be AUTHENTIC STATE OF HUMAN AFFAIRS o If you watch a lot of TV, you are more likely to believe that whatever happens on TV is true and reality (similar to cultivation theory) o Example: In Friends, in one of the episode, Chandler and Joey suddenly got free porn on their cable. They watched a lot of porn day in and day out for a number of days and started to believe that whatever it showed in the porn is the real state of the world. Then they were really surprised when the pizza delivery girl didn't flirt with them or have sex with them. -the mass media, and TV in particular, are tremendously influential in shaping our view of what is "normal." · 2. Humans can self-reflect o Think about the example of you watching your mom's hand get burned by a hot stove, and then you start to self reflect and think about what happened to your mom and learn from it o You think about how something you see affects you · 3. We learn our behaviors mostly through observational learning!!!*** o We learn not to put our hand on a hot stove when we see others get burned o We don't have to get burned to know that you shouldn't put your hand on the stove o Boys learn how to shave by watching their fathers shave o Young girls learn how to put on makeup by observing their moms o WATCH AND LEARN!
What are the 2 assumptions of the Agenda Setting Theory?
· 1. News media tell audiences what news to consider as important (have an agenda) · 2. Most people would like help when trying to understand and evaluate politics and political reality
What are the 3 Assumptions of the Cultivation Theory?
· 1. TV has become central to American life and culture o When this theory was developed in 60s, TV just became ubiquitous in American families o Was the center of the living room, always on, was the major form of entertainment at the time · 2. TV influences how audience perceptions of SOCIAL REALITY, thereby sharpening American culture in terms of how individuals reason and relate with others o TV INFLUENCES THE WAY WE UNDERSTAND REALITY--the repetitive representation of commercialized social life is what audiences come to expect and believe as more or less normative. · 3. TV's effects are limited o We are influenced by TV but in different ways and to different degrees/extents
What is the Social Cognitive Theory of Mass Communication all about?
· All about observational learning—how we learn through watching others and the media in this case
What is the Attention Process of Observational Learning (1)?
· pay attention) -you can't learn much if you don't actually observe and pay attention to a particular behavior. o You need to be attentive/pay attention to the content to learn through observation! o Dr. Tang needs to pay attention to the media content o As a result, that is why mass media wants to make their content attractive, fun, and eye-catching so people will pay attention to it o Natasha's Kitchen is very pretty and funny, so she grabs your attention -Programmers, scriptwriters, advertisers, and even actors need viewers' attention. Bright colors, rapid edits, the use of popular songs, dazzling special effects, violence, and sex are just a few of the ways the media seek to gain our attention.
What is the Reproduction Process of Observational Learning (3)?
· physically replicating, executing) o Physically being able to do and execute what you have watched/observed o BEHAVIORAL REPLICATION of observed behavior o Example: Dr. Tang being able to physically pick up the knife and chop up the veggies for the tacos, etc. o ACTUALLY, CARRYING OUT THE OBSERVED TASK -one must have the motor skills necessary to reproduce the activity in question -You might attend to and remember how to tie a chicken before roasting, but if you do not have the strength, coordination, or motor skills necessary, you will not be able to replicate the behavior with much success.
