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In media studies, mass communication, media psychology, communication theory, and sociology, media influence and the media effect are topics relating to mass media and media culture's effects on individuals' or audiences' thoughts, attitudes, and behaviors. Through written, televised, or spoken channels, mass media reach large audiences.
Theories such as the Uses and Gratifications Theory, Social Learning Theory, and Cultivation theory offer insights into how individuals learn from media, how media shapes people’s perceptions of reality, and how media satisfies individuals' needs. Research influences what content is produced, what content is consumed, and how media is used to ...
There are three orders of effect that come with the cultivation theory. The first order effects describe how people's behavior changes when exposed to mass media. The second order effect encompasses the viewers' values and attitudes depending on what they are watching. The third order effect is the change in the viewer's observation behavior. [16]
Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The theory has a heuristic value because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed".
For example, television producers often "pre-interview" participants in news and public affairs programs to ensure that they will speak in simple, attention-grabbing terms. When the search for viewers leads to an emphasis on the sensational and the spectacular, people with complex or nuanced views are not allowed a hearing. [9]
Many audience theorists are concerned with what media do to people. There is a long tradition in the social sciences of investigating “media effects.” [3] Early examples include the Payne Fund Studies, which assessed how movies affected young people, and Harold Lasswell’s analysis of WWI propaganda.
Popular examples of the Mandela effect. Here are some Mandela effect examples that have confused me over the years — and many others too. Grab your friends and see which false memories you may ...
The Media Equation is a general communication theory that claims people tend to assign human characteristics to computers and other media, and treat them as if they were real social actors. [1] The effects of this phenomenon on people experiencing these media are often profound, leading them to behave and to respond to these experiences in ...