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MDST 1010
CHAPTER 15
MEDIA EFFEC TS
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MEDIA HISTORY
In 1938, in New York City, Orson
Welles broadcast a radio
dramatization of “War of the
Worlds” by H.G. Wells
15% of listeners ignored the repeated
pointer that the broadcast was
actually fiction, and took action,
preparing to flee, etc.
The 60-minute show portrayed a Mars
blastoff, military conflict, and
destruction of New York City
Although it is not possible that all of
this could take place in less than
one hour, more than 1 million
people believed it to be real
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“MEDIA Effects” Theories

Media theorists have studied the effects of consuming media on people
to determine how media content will influence people

Attitudes and behaviours are studied in response to consumption of
specific media
Laswell Model of Communication
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MAGIC BULLET THEORY



People internalize
media messages
without thinking
about them critically
Also known as the
‘Hypodermic
Needle’ theory
Has been challenged
or nuanced in
subsequent theories
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ATTITUDES PRODUCED BY MEDIA EFFECTS
Influencing Opinion

Media effects on opinion are generally seen to be gradual rather than instantaneous

Media sometimes play an agenda-setting role, emphasizing which issues are the important
issues of the day

Attitudes influenced by media can play a role in changing public opinion, but sometimes the
public can reject media messages wholesale
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AGENDA SETTING ROLE OF MEDIA
 The media tell us what to
think about rather than
what to think
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CASE STUDY: KEYSTONE PIPLINE
Saturday's Globe
and Mail coverage
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MINIMALIST EFFECTS THEORY


The media have some
effect on the audience,
but interpersonal
communications play a
stronger role in how
people interpret the
news
Opinion leaders in a
social group will provide
a critical framework for
their peer or social
group, which influences
how people understand
and interpret media
messages
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CUMULATIVE EFFECTS THEORY


Media messages are
strengthened with
repetition
Media effects are
therefore gradual
and cumulative
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EFFECTS ON CULTURAL VALUES
Values


Innovations diffuse quickly through the media
The rate of diffusion of new ideas depends on audience awareness, interest, and evaluation
Cultural Imperialism

A globally dominant culture may influence diverse local cultures to adopt their (foreign)
cultural values e.g. norms of dress, behaviours, etc.

The risk is a cultural homogenization that does not necessarily make sense in relation to
local cultural traditions and values
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VIOLENCE EFFECTS
Dr. George Gerbner
The Killing Screens
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NEXT WEEK
•
Media and Governance - Chapter 17
•
More Digital Media Studies Project Presentations!
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