Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom...

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Transcript of Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom...

Page 1: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Media effects

Page 2: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Laswell’s Model of Mass Communication

Who Says What In Which Channel To Whom With What Effect

Page 3: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Effects Theories

Walter Lippmann: Public Opinion (1922)

We see the world as "pictures in our heads"

Media shape perception of things we have not experienced personally

Page 4: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Powerful Effects Theory

Media have immediate, direct influence

Assumes people are passive and absorb media content uncritically & unconditionally

“Hypodermic Needle” model

“Magic Bullet” model

Page 5: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Minimalist Effects

Paul Lazarsfeld Erie County study (1940)

Mass media had hardly any direct effect

Personal contact more important than media contact

Media effects mostly indirect

Page 6: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Two-step Flow model

Media affect individuals through opinion leaders

Opinion leaders are those who influence others Clergy, teachers, neighborhood

leaders, etc.

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Status Conferral Media coverage can create

prominence for issues & people

Agenda Setting Maxwell McCombs & Don Shaw

Media tell people what to think about – but not what to think

Page 8: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Media can:

Create awareness

Establish priorities

Perpetuate issues

Intramedia effect as well

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Narcoticizing dysfunction

Media do not energize people into taking action

Media lull people into passivity by overwhelming them with information

People deceive selves into believing they’re involved when they’re actually only informed

Page 10: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Cumulative Effects Theory Media influence is gradual over time

Effect is often powerful

Spiral of Silence (Noelle-Neumann) Vocal majority intimidates others

into silence

Page 11: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Focus on the audience

1940s challenge to audience passivity

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Uses & Gratifications

People choose media that meet their needs & interests

Needs such as: Surveillance Diversion Socialization

Page 13: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Surveillance

Media provide info about what’s going on

Both news & entertainment

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Diversion

Media as entertainment Stimulate Relax Release

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Socialization

Mass media can help initiate people into society

And help them fit in

Demonstrate dominant behaviors and norms

“Observational learning”

Page 16: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Role modeling

Imitative behavior

Impact can be negative or

positive ("prosocial”)

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Socialization via eavesdropping

Children learn about adult topics by seeing them depicted in media

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Parasocial interaction False sense of participating in

dialogue Communication is actually one-

way

Page 19: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Consistency theory Individuals exercise control over

media’s effects on them People choose media & messages

consistent with their existing views & values

Selective: Exposure Perception Retention & Recall

Page 20: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

Selective Exposure

People choose some media messages over others

People ignore messages that contradict their beliefs

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Selective Perception

People tend to hear what they want or expect to hear

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Selective retention & recall

People retain & recollect some media messages and not others

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Bottom line:

Individuals have a large degree of control over how the mass media affect them

Page 24: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

War of the Worlds Revisited

Why did the Orson Welles broadcast have such a powerful effect on its audience?

EarthStation1.com's Radio Sounds Showcase: The 1938 "War of the Worlds" Radio Broadcast Wavs

Page 25: Media effects Laswell’s Model of Mass Communication n Who n Says What n In Which Channel n To Whom n With What Effect.

“Reverence” for radio as a reliable medium

Predisposition to expect bad news

Selective perception Gullibility fueled by awe of science

WWI memories – gas warfare

Failure of common sense

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Determining Causality

Correlation means that 2 or more variables coexist

Causality means that one variable causes another

Beware of bad science (studies purporting causality)


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