Mass media

Published on Nov 18, 2015

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PRESENTATION OUTLINE

Mass media

Definitions and theories

Mass media - diversified media technologies that are intended to reach a large audience by mass communication such as TV, film, radio, newspaper, and websites.

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Mass media vs. interpersonal

Divergent communication research
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Mass media

A brief history

Agenda setting - the mainstream mass media creates a public agenda by focusing attention on certain issues while ignoring others.

Cultivation theory - constant exposure to mass media messages shape its members' beliefs about the world. One example of this is the "mean world syndrome".

Diffusion of innovation theory - how ideas and innovations get disseminated in a society through the following steps: original adopters, early adopters, early majority, late majority and laggards.

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Framing theory - the way the media frame stories (what they highlight and what they leave out) leads people to influence stories in a certain way.

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Feminist theory - how the media create and reinforce certain beliefs about the role of women in society.

Priming theory - exposure to media messages exerts an immediate and short-term influence on subsequent judgments and behaviors.

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Selective exposure - people search out messages that reinforce existing beliefs rather than search out information that will challenge those beliefs.

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Social learning theory - the observational learning of behaviors depicted in media messages

Third person effect - the belief that media messages exert a stronger influence on others more than self.

Uses and gratifications framework - individuals use media in rational, conscious ways to satisfy preexisting motives and needs.

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Renee Clear

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