1. Theories of Media Processing and Effects
Chapter Fourteen
Theories of Media Processing and Effects

2. Development of Media Effects Research
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

3. Early Effects Models Strong effects models: 1920s- 1930s
“magic bullet model”
“hypodermic needle model”
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

4. Social Cognitive Theory
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 ’s by Bandura

5. Social Cognitive Theory: Key Concepts
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

6. Social Cognitive Theory: How Does it Work?
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

7. Social Cognitive Theory: Applications in the Media
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

8. Medium
Genre
Reason
Newspaper
News
Information
An in-class exercise

9. Uses and Gratifications Theory (1960-70’s)—Katz et al.
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

10. U&G (“Needs & Wants”) NEED TYPE DESCRIPTION MEDIA EXAMPLE
Cognitive (thought)
Acquiring info, knowledge, comprehension
Affective (emotion)
Emotional, pleasant, aesthetic
Personal Integrative
credibility, confidence, status
Social Integrative
Connections w/ family, friends
Tension release
Escape, diversion

11. U&G: Processes of Gratification
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)

12. Uses and Gratifications: Extensions and Critiques
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

13. Media Systems Dependency Theory (Ball-Rokeach & DeFleur)
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

14. Some models of MSD

16. Some models of MSD

17. MSD: The Nature of Dependency
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

18. Evaluating a theory!
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