Theories of Media
Processing and Effects
History of mass
communication can be
recounted through
introduction of various
technologies
 “Age of mass communication”
ushered in in 19th and 20th
centuries
 Study of mass communication
began in earnest in 1920s
and 1930s
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Strong effects models: 1920s1930s
◦ “magic bullet model”
◦ “hypodermic needle model”
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Society as undifferentiated and
isolated individuals (S—R)
Limited effects models: influences
that come between the stimulus
(media) and the response (S—O—R)
◦ Individual differences
◦ Social categories and subcultures
◦ Social relationships
Social cognitive theory is a theory of
learning proposed as contrast to
operant conditioning models
 Operant conditioning models-individuals learn through direct reward
and punishment
 Social learning theory proposes that
learning can also occur through
observation (modeling)
◦ Renamed Social Cognitive Theory in
1970-80’s by Bandura
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Observational learning:
◦ Modeling or imitation
◦ Inhibitory effect: Seeing a
model punished for a
particular behavior
◦ Disinhibitory effect:
Seeing a model rewarded
for a particular behavior
Vicarious reinforcement effects influenced
by:
 Outcome expectations: Belief that we will
receive the same rewards/punishments
as observed model
 Outcome expectancies: The positive or
negative value placed on outcome
expectations
 Identification with the model
 Self-efficacy: An observer’s ability to
perform a task and his/her confidence in
that ability
In considering mass media,
Social Cognitive Theory suggests
that the most important models
in today’s world are found in
media sources
 Study of media violence and
children
 Application to design of health
communication campaigns
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Medium
Newspaper
Genre
News
Reason
Information
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More directly considers role of
active audience
Basic goal is to understand needs
of audience and how those needs
are gratified through media choice
One typology of gratifications
sought and obtained:
◦ Information needs
◦ Personal identity needs
◦ Integration and social interaction
needs
◦ Entertainment needs
NEED TYPE
DESCRIPTION
Cognitive
(thought)
Acquiring info,
knowledge,
comprehension
Affective
(emotion)
Emotional,
pleasant,
aesthetic
credibility,
confidence, status
Connections w/
family, friends
Escape, diversion
Personal
Integrative
Social Integrative
Tension release
MEDIA EXAMPLE
How does audience activity facilitate media
contact and effects?
 Selectivity: Individuals selectively expose
themselves to particular media
 Attention: Individuals allocate particular
attention to media content
 Involvement: Individuals are “caught up” in
media content (parasocial interaction)
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Psychological and social influences on
gratification seeking
 Critique that U&G work has been
fragmented and has not led to
coherent theoretical statements
 Critique that U&G approach is too
narrow and individualistic
 Promise for understanding use of new
media systems
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At the heart of MSD is a “tripartite
system” of components that
depend on each other for valued
resources
◦ Societal systems
◦ Media Systems
◦ Audiences
 All three of these also influence
effects of the media
http://www.tcw.utwente.nl/theorieenoverzicht/Theory%20clusters/Mass%20Medi
a/Dependency%20Theory.doc/
http://www.tcw.utwente.nl/theorieenoverzicht/Theory%20clusters/Mass%20Medi
a/Dependency%20Theory.doc/
Dependencies at micro, meso, and macro
levels (Fig. 14.2, p. 261)
 MSD proposes that individuals are not
always powerful actors (choice + CE!)
 MSD proposes times at which dependency
relationships are heightened
◦ Times of societal conflict and change
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Common sense/own experience (but not
“Everybody’s different” fallacy!)
Standards for type of theory (Note: These are
not the standards for evaluating research!)
Purpose of theory
Other theories
Studies that you find on the theory
Reviews of the theory and research