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Telecom Process and Effects: An Analysis of Cultural Indicators and Media Influence, Study notes of Mass Communication

Indiana University Bloomington (IU)Mass Communication

The impact of media on cultural beliefs and attitudes through the lens of cultivation theory. The process of analyzing cultural indicators in message systems and creating survey questions to test for first and second order effects. It also discusses criticisms of cultivation theory and introduces social cognitive theory as an alternative perspective. Examples of freudianism and behaviorism as historical context.

Typology: Study notes

2011/2012

Uploaded on 10/31/2012

ashleyfu2010
ashleyfu2010 🇺🇸

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T314 Telecom Process and Effects
Hypotheses & Research Methods
•Step 1: Message System Analysis for “Cultural Indicators”
• Cultural indicator: _____________________________
- Analogous to ‘economic indicators’
• Ex: factual misrepresentation
• Ex: biased representation
•Step 2: Create Survey Questions & Test for Effects
- First Order Effects
- Second Order-Effects
- Cultivation Differential
- Mainstreaming
- Resonance
More Research Findings
• First & Second Order Effects
• Crime, violence, the elderly, elderly health, affairs, abortion, children
outside marriage, excessive drinking, one-night stands, male / female role
behavior and so on.
• Moderating Variables
• Viewer involvement (identification, viewing to learn, perceived realism,
viewing for fun), demographic characteristics (age, ethnic group),
education, peers, family, parent-child coviewing.
Criticisms of Cultivation Theory and Research
1. Development of survey questions
- ex. fear or glorification of violence?
2. Assumes passive audience
- sophisticated audience effects
- amount viewed
- audience pollyanna
3. First vs. second order effects
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T314 Telecom Process and Effects

Hypotheses & Research Methods

  • Step 1 : Message System Analysis for “Cultural Indicators”
    • Cultural indicator: _____________________________
      • Analogous to ‘economic indicators’
    • Ex: factual misrepresentation
    • Ex: biased representation
  • Step 2 : Create Survey Questions & Test for Effects
    • First Order Effects
    • Second Order-Effects
    • Cultivation Differential
    • Mainstreaming
    • Resonance More Research Findings
  • First & Second Order Effects
  • Crime, violence, the elderly, elderly health, affairs, abortion, children

outside marriage, excessive drinking, one-night stands, male / female role

behavior and so on.

  • Moderating Variables
    • Viewer involvement ( identification, viewing to learn, perceived realism,

viewing for fun ), demographic characteristics ( age, ethnic group ),

education, peers, family, parent-child coviewing.

Criticisms of Cultivation Theory and Research

1. Development of survey questions - ex. fear or glorification of violence? 2. Assumes passive audience - sophisticated audience effects - amount viewed - audience pollyanna 3. First vs. second order effects

  • first order effects are a precursor
  • stabilization and reinforcement also important
  • more an indictment of available methods 4. Uniform content assumption (1986-2009 primetime data)
  • channel ownership
  • **ownership monopolization = lack of diversity
  1. Non-selective viewing**
  • different channels, same message
  • recording technology has not reduced live viewing
  • hours per day and selectivity. really? 6. Small effects
  • light viewers are still heavy viewers
  • small ≠ trivial (over time)
  • small ≠ trivial (for outcomes such as fear and mistrust) **7. Are causal claims appropriate?
  1. Lack of psychological explication** Social Cognitive Theory (Bandura)
  • Cultivation & SCT: Two of most commonly cited theories in mass communication research
  • Focus of Cultivation: Beliefs and attitudes
  • Focus Social Cognitive Theory (SCT): Behavior
  • SCT: Applicable to media effects, but not developed specifically with media in mind
  • Bandura: Unsatisfied with existing psychodynamic/psychoanalytic and behaviorist theories of learning and behavior
  • SCT: Developed in response to perceived deficiencies in these theories Freudianism
  • Sigmund Freud:
  • Summary : Free will is a delusion, dismisses notion of internal states/cognitions driving behavior, external consequences entirely responsible for behavior. Social Cognitive Theory
  • Freud born 1856, Skinner born 1904, Bandura born 1925
  • A key assertion of SCT:
    1. People are neither driven by inner forces (i.e., psychoanalytic theories) nor automatically shaped and controlled by external stimuli (i.e., behaviorist theories).
      • SCT explains behavior through the concept of “triadic reciprocal causation” Triadic Reciprocal Causation