Convince and control: Some theories on Media Influence Matt Smith, Faviola Gonzalez, Yasmin Cazares

AN Introduction the media influences society On a wide scale In a short and long term span.

AN INtroduction Can revitalize, uphold, and help to create stereotypes Groups of Peoples Ideas Dependent on perception What, how, and who

Powerful Effects Theory Began with the emergence of mass media. Public Opinion (Walter Lippmann, 1922) World is experienced as pictures; pictures we have yet to experience are formed for us by the media. (Vivian, 2013)

Power effects theory Harold Laswell Who says what, In which channel, to whom, with what effect. (Vivian, 2013)

Powerful Effects Theory Also called bullet theory Flawed Immediate impact Controlled people’s decisions effortlessly (Vivian, 2013)

Powerful effects theory Paul lazarsfeld Study on voter behavior, 600 people, Ohio in 1940 and new York in 1948. Candidate preferences based on word on mouth rather than mass media as “bullet theory” proposed Minimal effects theory arises. (Vivian, 2013)

Minimal effects theory Two –step flow Less motivated by the media than notable figures or opinion leaders. (Priest, teachers, shop owners, etc.) Multistep flow Media affects people through the intricate multitude of relationships. (so, parents, friends , coworkers, bosses, etc.) (Vivian, 2013, pg. 343-344)

MinImal effects theory Agenda-setting theory Not “what to think”, “but what to think about” Goes in with status conferral, or when media attention enhances attention given to a certain subject. Created by Maxwell McCombs and Don shaw in 1976 (Vivian, 2013)

Minimal effects theory Narcotizing dysfunction The “overkill” of being informed that drives viewers away from action and toward attention, making some believe they are actually doing something through just consuming media. (Vivian, 2013)

Cumulative effects theory From the roots of both the power effects and minimalist theories came new ones. Cumulative effects theory Due to ubiquity and prodigal reiteration, the media can indeed influence long term From the heavy coverage of one perspective that matches a majority view; differing opinions, including minority opinions and critical skepticism become silenced. This is called the spiral of silence. (Vivian, 2013)

Some other theories Cultivation theory Imperialism theory

Cultivation theory George Gerbner and Larry gross Living with television: the violence profile (1976) Study seeing how long term exposure to messages (violence on tv) affects the audience’s perception of reality (Gerbner et. al, 1976)

Cultivation theory Seeks to study violence and its impact on all, which can range from actions shows and sitcoms to cartoons and soap operas. Violence doesn’t need to be central, only present. (Gerbner et. al, 1976)

Cultivation Theory A more in depth example Police dramas Law and Order, SI, Chicago PD, ntsf: sd: suv Fairly realistic in terms of both theme, presentation, and scenarios, and are especially accurate on the subject of “crime” *overall length and watch time are big factors (Gerbner et. al, 1976)

Cultivation theory Overview of the actual study. Cultural indicators assessed, empirically useful “Multidirectional process” Institutional process analysis, message system analysis, medium system analysis **Constant interaction between audience and medium (Gerbner et. al, 1976)

Cultivation theory The results https://www.youtube.com/watch?v=G37OqYfSSYk (Gerbner et. al, 1976)

Imperialism theory Herbert schiller, 1969 Mass communications and American empire Cultural imperialism (aka Imperialism theory): Us media companies going to dominate other nations through spread of entertainment and information, causing the decline of smaller, More niche identities. (Vivian, 2013)

imperialism theory A more in depth example A phenomenon in India that saw teenagers dress as characters from late 90s tv show Baywatch, which went against the traditional attire of the country. Clear example of one large culture making a strong impact on another (Vivian, 2013)

(Vivian, 2013)

Imperialism theory With the advancement of technology, it can be argued that culture imperialism has sped up. With everyone around the globe able to connect and interact with each other, and people of the western world holding the most influence due to previous influence and faster technology, culture imperialism has only become more conspicuous. (Cultural)

Imperialism theory https://www.youtube.com/watch?v=nFzFP51F2nw

References Cultural Imperialism- Mass Communication Context. (n.d.). Retrieved October 13, 2016, from http://www.uky.edu/~drlane/capstone/mass/imperialism.htm Gerbner, G., & Gross, L. (1976a). Living with television: The violence profile. Journal of Communication, 26, 172-199. Vivian, J. (2012). The Media of Mass Communication. Boston.