9/15/2020 2. Media effects: the concept of effect, phases of media effects research.

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1. Concept of 2. Media effects: the concept of effect, phases of media effects research.
communication
2. Media effects: the
1. All powerful media
concept of effect,
phases of media
effects research. · Turn of the 19th-20th centuries – until 1930s
3.1. Two-step flow · Media are believed to exercise considerable power to shape opinions and believes
3.2. Agenda setting
Application of · Reasons of attention to mass media: observed influence during wars and in the dictatorial states, popularity of
agenda setting cinema and radio.
theory
· Theories: “magic bullet”, “hypodermic needle”.
Factors of agenda
setting effect
· Assumptions: media have the same direct and strong effect on all people.
Who sets the media
agenda? · No empirical investigations of actual effects.
3.3. Framing
Frames and media
analysis:
2. Theory of powerful media put to the test
Functions of frames
3.4. Priming · Early 1930s - early 1960s.
Areas of priming
effect · Payne Fund studies, 1929-1932;
3.5. Spiral of silence
· “The War of the Worlds” (1938) and subsequent studies
3.6. Cultivation
3.7. Knowledge gaps · P. Lazarsfeld’s “People’s choice” (1940 elections): selective exposure, two-step flow of communication.
Knowledge gaps 2
· Hovland’s et al. (1949) study of the effect of propaganda films: limited effects.
3.8. Third person
4. Uses and · Main proposition: media is only one factor among others; media effects depend on characteristics of the
gratifications audience, influence of other people, motives for attending to messages, etc.
approach
Assumptions · “Mass communication does not ordinarily serve as a necessary or sufficient cause of audience effects, but rather
Media dependency functions through a nexus of mediating factors” (Klapper, 1949/1960).
theory:
Uses of television
(types of 3. Powerful media rediscovered
gratifications)
(McQuail 1983) · 1960s -
5. Persuasive
communication · Influences:
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9/15/2020 2. Media effects: the concept of effect, phases of media effects research. - Mediji

Belief-based attitude · arrival of television

model (origins of
attitudes) · attention to different types of effects – more long-term thant short-term; cognition rather than attitude and affect;
Classical and more collective phenomena (climates of opinion, definitions of social reality, ideologies etc.)
conditioning
· Theories: many “classical” theories of media effects: agenda setting, spiral of silence, knowledge gaps, etc.
Cognitive
dissonance theory
Elaboration
Likelihood Model 4. Negotiated media influence
(ELM)
Mere exposure · Since late 1970s (doesn’t replace the previous phase)
effect
The concept of
· Social constructivist approach
attitude
· Main proposition: media has their most significant effects by constructing meanings, which are offered in a
6. Reception studies systematic way to audiences, were they are incorporated (or not), on the basis of some form of negotiation, into
Reception research personal meaning structures, often shaped by prior collective identifications. Allows both the power of media and
7. Critical theory: people.
Theory of the public
sphere
· Changes in methodology: a move towards more qualitative approaches which allow to identify meanings and
meaning “negotiation” processes in the audience.
Sitemap
· Theories: media framing; in a broader sense – assumption and methodological approach to study the impact of
media.

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