MEDIA EFFECTS - GBV
Transcript of MEDIA EFFECTS - GBV
MEDIA EFFECTS
W. James Potter University of California, Santa Barbara
®SAGE Los Angeles | London j New Delhi
Singapore | Washington DC
Detailed Contents
Preface xv
PART I: ORGANIZING THINKING ABOUT MEDIA EFFECTS 1
Chapter 1 Why Study Media Effects? 3
Media Message Saturation 5 High Degree of Exposure 6 Accelerating Production of Information 7 Impossible to Keep Up 8
The Challenge of Coping 9 Media Influence Is Pervasive and Constant 11 Huge Knowledge Base About Media Effects 12 Summary 13
Chapter 2 Defining Key Ideas 15
Nature of Audience Members 17 The Human Mind as Machine 17 Interpretive Beings 18
Media Exposure 18 Exposure and Attention 19 Exposure States 21
Information-Processing Tasks 23 Filtering 24 Meaning Matching 25 Meaning Construction 25
Algorithms 26 Origin of Algorithms 27 Use of Algorithms 28
Summary 30
Chapter 3 What Is a Media Effect? 33
Defining Media Effect 35 Key Issues in Media Effects Definitions 35 The Definition 38 Need to Organize Media Effects 38
Organizing Individual-Level Media Effects Type of Effects on Individuals Media-Influenced Functions The Media Effects Template for Individual-Level Effects
Organizing Macro-Level Media Effects Summary
Chapter 4 Media Influence Patterns of Influence
Baselines and Fluctuations Manifestation and Process Effects Shaping the Patterns
Factors of Influence Families of Factors Most Influential Factors
An Illustration of Media Influence Summary
Chapter 5 Media Theories Beginning With Theories What Are the Most Prevalent Media Effects Theories? Profiling Most Salient Media Effects Theories
1. Cultivation 2. Third Person 3. Agenda Setting 4. Uses and Gratifications 5. Priming 6. Cognitive Capacity 7. Framing 8. Feminism 9. Social Learning
10. Elaboration Likelihood 11. Schema 12. Diffusion of Innovations
The Big Picture With Media Effects Theories Summary
PART I I : TYPES OF MASS MEDIA EFFECTS ON INDIVIDUALS
Chapter б Physiological Effects Nature of Physiological Effects
Automatic and Quasi-Automatic Four Types of Physiological Processes
Triggering Physiological Effects Orienting Reflex Arousal
Altering Physiological Effects 98 Habituation 98 Brain Processing 100 Brain Waves 102
Reinforcing Physiological Effects 103 Orienting Reflex 103 Passivity 104 Arousal 104 Narcoticization 104
Summary 105
Chapter 7 Cognitive Effects 107 Nature of Cognitive Effects 109
Kinds of Information 109 Types of Processes 111
Acquiring 113 Acquiring Information 113 Factors Influencing Acquiring Information 116
Triggering 121 Triggering Attention 121 Triggering Recall From Memory 124 Triggering Cognitive Processes 125
Altering 128 Altering Existing Knowledge Structures 128 Altering Cognitive Processing 129 Altering Cognitive Drives 130 Explaining Altering 130
Reinforcing 133 Reinforcing Attraction to Media 133 Reinforcing Existing Knowledge Structures 135 Reinforcing Existing Mental Processes 135 Process of Reinforcing 137
Summary 137
Chapter 8 Belief Effects 139
Nature of Beliefs 141 Acquiring Beliefs 143 Triggering Beliefs 145
Triggering Beliefs About the Media 145 Triggering Beliefs About the Real World 146 Generalizing From Media World to Real World 146
Altering Beliefs 147 Altering Beliefs About the Real World 148 Altering Beliefs About What Is Important 152 Altering Beliefs About Social Norms 154
Altering Beliefs About Oneself 155 Altering Beliefs About the Media 157
Reinforcing Beliefs 158 Process of Media Influence on Beliefs 160
Gradual Change 160 Sudden Change 164
Summary 164
Chapter 9 Attitude Effects 167 Nature of Attitudes 169 Acquiring Attitudes 172
Acquiring Attitudes 172 Acquiring Standards 172 Process of Acquiring Attitudes 174
Triggering Attitudes 177 Triggering Construction of Attitudes About the Media 179 Triggering Construction of Attitudes About the Real World 179 Process of Triggering Attitudes 180
Altering Attitudes 182 Altering Existing Attitudes 182 Altering Existing Standards 185 Process of Altering Attitudes 185
Reinforcing Attitudes 187 Reinforcing Attitudes About Credibility of Information 188 Reinforcing Attitudes About Dating and Sex 188 Reinforcing Attitudes About Political Issues 188
Summary 190
Chapter 10 Affective Effects 191 Nature of Affect 193
Emotions 194 Moods 195
Acquiring Affect 195 Triggering Affect 197
Triggering Specific Emotional Reactions 197 Triggering More Generalized Feelings 199 Process of Triggering Affect 199
Altering Affect 204 Conscious Altering 204 Unconscious Altering 208 Process of Altering Affect 208
Reinforcing Affect 211 Summary 213
Chapter 11 Behavioral Effects 215 Nature of Behavior 217
Acquiring Behavior 218
Factual Behavioral Process 218 Social Behavioral Process 219
Triggering Behavior 219 Triggering Exposure Behaviors 219 Triggering Imitative Behavior 221 Triggering Message-Suggested Behavior 222 Process of Triggering Behavior 223
Altering Behavior 226 Altering Exposure Behaviors Over Time 226 Altering Other Behaviors Over Time 229 Explaining Altering Behaviors 229
Reinforcing Behavior 230 Habits With All Media 231 Habits With a Particular Medium 231 Habits With Particular Messages 232 Explaining Reinforcing Media Behaviors 234
Summary 235
PART I I I : TYPES OF MACRO-LEVEL MEDIA EFFECTS 237
Chapter 12 Macro-Level Effects on the Public 239
Effects on Public Knowledge 241 Information Flow 243 Effects of News 245 Effects of Public Information Campaigns 245
Public Beliefs 246 Explaining Formation of Public Beliefs 246 Beliefs of the Public 247
Public Attitudes and Opinion 248 Public Affect 249 Public Behavior 249
Civic Participation 251 Social Engagement 252 Prosocial and Antisocial Behaviors 252
Summary 253
Chapter 13 Macro-Level Effects on Institutions 255
Effects on Political System 257 Selecting Candidates 257 Campaigning for Office 260 Political Action Committees 264 The Presidency 265 Congress 265
Effects on Economic System 266 Private and Public Goods 266 Stock Market 266 Globalization 267
Effects on Family Family Structure Family Interaction
Effects on Religion Media as a Threat to Religion Media as a Tool for Religion
Summary
Chapter 14 Macro-Level Effects on Society, Culture, and Mass Media
Effects on Society Role of Information Technologies in Shaping Society Functionalism Integration vs. Fragmentation
Culture Marxism Feminism British Cultural Studies Cultural Imperialism
Effects on the Mass Media Themselves New Technologies Concentration of Ownership Socialization Effects
Summary
268 268 268 270 270 273 276
279 281 281 283 283 286 286 287 288 288 288 289 290 294 295
PART IV: THE BIG PICTURE 297
Chapter 15 Cautions 299
Methodological Cautions 301 Use of Self-Reports 301 Use of Repeated Measures 304 Use of Attribute Variables 304 Calibration of Influences 306
Media Effects vs. Mass Media Effects 306 What Are the "Mass" Media? 307
Caution in Translating 311 Summary 312
Chapter 16 Springboard 315 Reviewing Key Ideas 317
Nature of Audience 317 Nature of Media Effects 318
Nature of Media Influence 318
Nature of Media Effects Research 320
Extending Your Understanding 321
Managing Effects on Ourselves 322
Step 1: Increase Awareness of Your Goals 322
Step 2: Think About How You Can Use the Media as Your Tools 323
Step 3: Monitor Your Media Exposures 324
Step 4: Alter Your Reactions to Messages 324
Step 5: Alter Your Exposure Patterns 325
Summary 325
References 327
Index 365
About the Author 377