Class notes
Media Psychology
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8 Lectures about Media Psychology, effects, marketing etc.
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0Mthe
, Intro
lecturer :
15111
Media effects :
-
quantitative research
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positivism
-
reproducibility
-
Which forms of communication work & Which don't
media how people deal with medial how media deal with
psychology :
people (select deal with I respond to media)
,
↳ TWO forms affect this :
1. behaviorism only thing : we know for sure is what we can observe
2. cognitivism :
what happens inside someone's mind is more interesting
2 important
paradigms media effects
7. simple strong all encompassing
, ,
effects
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media magic bullet -
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individuals no agency / defenseless -
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effects direct __
no accounting for groupings / other sources to attitudes
-
-
stimulus
response →
2. Weak unlinked unpredictable effects
, ,
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media one of many __
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individuals active still defenseless --
,
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effects lost in the fog among other influences
__
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two-step flow influenced by role model → indirect effects :
3. Moderate Slow , subtle effects
,
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media ever present -_ -
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individuals -
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selective active,
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effects -_
cultivated overtime Cattitudinal)
4. negotiated ,
transactional effects
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media -_
dialogical ,
selected
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individuals different reception states
__
-
effects -_
charted with multivariate models
Learning theories :
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attitudes / behaviors reproduced absolutely
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direct influences
Focus if message changes attitudes / behaviors
:
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cognitive theories :
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individuals interpret due to schemas
,
build mental models
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no single interpretation
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focus how message is
:
processed
1
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