MEDIA

EFFECTS
ELT 3
Media Effects
• refers to the many ways
individuals and society may be
influenced by both news and
entertainment mass media,
including film, television,
radio, newspapers, books,
magazines, websites, video
games, and music.
 Propaganda
 Propaganda refers to the deliberate and
systematic attempt to shape perceptions,
manipulate opinions, and influence
behavior through the use of mass media.
 It often involves the dissemination of
biased or misleading information in order
to promote a particular agenda, ideology,
or viewpoint.
 Propaganda can be used by governments,
political organizations, corporations, and
other groups to achieve their objectives.
Persuasion
• Persuasion, on the other hand, refers to
the process of influencing attitudes,
beliefs, or behaviors through
communication. Unlike propaganda,
persuasion does not necessarily imply
manipulation or deception. It can involve
the use of rational arguments, credible
evidence, and appeals to emotion to
persuade individuals to adopt a
particular viewpoint or take a specific
course of action.
Persuasion

Examples of persuasion include advertising

campaigns designed to promote products or
services, public health campaigns aimed at
changing behaviors such as smoking or
exercise habits, and political speeches intended
to rally support for specific policies or
candidates.
 Media and Behavior
• refer to the influence of mass
media, including television,
movies, video games, social
media, and other forms of
communication, can have on
individuals' actions, habits, and
choices. This influence can
manifest in various ways and can
impact both individual behavior
and societal norms.
Here's an explanation of media and behavior as
media effects:
•Modeling Behavior
•Shaping Norms and Values
•Reinforcing Stereotypes
•Desensitization and Sensitization
•Providing Information and Influence
Violence and Media
• This area of research examines
how exposure to violent media
content, such as violent
television programs, movies,
video games, and music lyrics,
can influence individuals'
attitudes, beliefs, and behaviors,
particularly aggression and
violent behavior.
Here's an explanation of violence and media
as a media effect:
•Desensitization to Violence
•Aggressive Behavior
•Imitation and Modeling
•Fear and Anxiety
Sex and the Media
• refer to the portrayal of sexual content, themes,
and imagery in various forms of mass media,
including television, movies, music, advertising,
and the internet. The depiction of sex in the
media can have significant effects on individuals'
attitudes, beliefs, behaviors, and perceptions of
sexuality.
 Here's an explanation of sex and the media
as media effects:
•Influence on Attitudes and Perceptions
•Impact on Sexual Behavior
•Gender Stereotypes and Objectification:
•Educational Opportunities and
Misinformation
 Cultural Messages and the Media
• refer to the ways in which mass media, including
television, film, music, literature, advertising, and
the internet, convey and reinforce cultural values,
beliefs, norms, and stereotypes. These cultural
messages play a significant role in shaping
individuals' perceptions, attitudes, behaviors, and
societal norms.
 Information and Media Literacy
• refer to the ability to access, evaluate,
analyze, and create information in
various forms of media effectively. It
involves critical thinking skills and
competencies necessary to navigate the
vast amount of information available in
today's media landscape. Information
and media literacy can be considered
both as a media effect and as a
response to the influence of media on
individuals and society.
Here's an explanation of information and
media literacy as a media effect:
• Protection Against Misinformation
• Promotion of Media Diversity and
Representation
• Civic Engagement and Social Change
• Lifelong Learning and Adaptation
• Ethical and Responsible Media Use
16. News
• refers to the impact that news
media has on individuals,
society, and public discourse.
News media plays a crucial role
in shaping people's
understanding of current events,
informing public opinion, and
influencing attitudes and
behaviors.
 17. Convergence Culture
• refers to the merging of various media
platforms, technologies, and industries,
facilitated by digital technologies and
the internet. In a convergence culture,
content flows across multiple media
channels, allowing for greater
interactivity, participation, and
collaboration among producers and
consumers. Convergence culture has
significant effects on individuals,
society, and the media landscape.
Individual Activity:

• Watch any kind of commercial and analyze

the cultural messages that commercial
send.
Reflection Log
Write a reaction paper explaining how new media affects culture.