Com 600 theory presentation

Com 600 theory presentation

• 1.
  Medium Theory &Cultivation Theory Amika Osumi Kerry Bretti Amanda Sterling
• 2.
  Medium Theory “The mediumis the message.” Marshall McLuhan, Understanding Media: The Extensions of Man, 1964 The medium is embedded in the message, meaning that the medium itself influences how people receive the message. TRANSLATION:
• 3.
  Medium Theory Misinterpretation Peoplethink that medium= channel and message= content Reinterpreted to content is the channel Definition and reinterpretation are too obvious McLuhan’s definitions: Medium= any extension of ourselves Message= change in interpersonal affairs that a new invention brings
• 4.
  McLuhan’s Medium Theory “Wecan know the nature and characteristics of anything we conceive or create (medium) by virtue of the changes - often unnoticed and non-obvious changes - that they effect (message.)” (Federman) Each invention has unintended consequences that affect how influential it is Content of each medium is in another medium Example: Facebook posts are just speech
• 5.
  Examples of MediumTheory In Action Light bulbs as media? Non-content medium that creates spaces of light where there normally would be darkness Increased light= social change (McLuhan) Newscasts about violent crime Less about the content More about change in attitude about
• 6.
  Does the MediumTheory apply to today’s social media? SmartPhone/Apps, the new medium Snapchat? LinkedIn?
• 7.
  Snapchat http://gifsec.com/funny/funny-gif-snapchat/ As a medium,Snapchat provides very personal/embarrassing/funny ways to communicate, thus molding the type of messages sent
• 8.
  LinkedIn LinkedIn as amedium, limits users to very professional options of communication. It therefore shapes the messages and content exchanged through the application/website
• 9.
  Cultivation Theory According tothe Merriam Webster Dictionary.. - Cultivate: to grow or raise (something) under conditions you can control (Source: http://merriam-webster.com/cultivate)
• 10.
  Beginnings - Originally proposedby George Gerbner in the 1960s and expanded upon with the help of Larry Gross - Research began as a part of a larger project called Cultural Indicators, to study the causes and prevention of violence
• 11.
  Cultivation Theory - Beganto study media effects (television) and whether it influences the audiences’ idea/perception of reality - The theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid (Source: http://masscommtheory.com/theory-overviews/cultivation-theory/) - People end up unconsciously shaping their thought processes and behavior based on the media they consume (Source: http://communicationtheory.org/cultivation-theory/)
• 12.
  Assumptions 1. Because televisionis mass produced and a central role in American culture, it is more influential than other forms of mass media 2. TV does not cause or encourgage violent behavior, instead it shapes people’s attitudes and beliefs 3. TV cultivates values and attitudes already present in culture 4. Viewing more than four hours a day can lead to Mean World Syndrome 5. Television does not reflect reality; rather it creates an alternate reality (Soure:http://www.communicationsstudies.com/communication-theory/cultivation-theory/)
• 13.
  Assumptions II - Distinguishbetween - ‘First Order’ Effects: General beliefs of the every day world such as prevalence of violence) - ‘Second Order’ Effects: Specific attitudes such as to law enforcement or personal safety And - Heavy viewers (most influenced) - Light viewers (least influenced) - Resonance: the intensified effect on the audience when what people see on TV is what they have experienced in life
• 14.
  Mean World Syndrome Thebelief that the world is a more dangerous place than it actually is Affects heavy television viewers who are thus exposed to more violence (Source: http://masscommtheory.com/theory-overviews/cultivation-theory/)
• 15.
  Cultivation applicable tosocial media today? “The day-to-day content we encounter on sites such as Facebook, Twitter, and YouTube—and the content that we ourselves generate and upload to these sites—may not be directly relevant to the traditional model of cultivation, with its emphasis on fictional narratives” (Morgan, Shanahan, & Signorielli, 2015). Morgan, M., Shanahan, J., & Signorielli, N. (2015). Yesterday's New Cultivation, Tomorrow. Mass Communication & Society, 18(5), 674-699. doi:10.1080/15205436.2015.1072725
• 16.
  Cultivation Theory &Video Games “The advances in the quality and content of video games has been enormous. But the systems themselves are starting to change the gaming experience. Headsets, voice messages, text messages, invitations....are all ways to connect with friends while gaming. If your system is connected to the internet, you can play with people you know, from all over the world. You can even have "friends" just like on Facebook or MySpace. Being ‘friends’ with someone on Xbox allows you to see their recent activity, what they are doing while they are online, send them message, see their high scores, and talk to them live” (Brenker, 2011). Brenker, A. (2011) Video games: The newest social media. Examiner.com. Retrieved from http://www.examiner.com/article/video-games-the-newest-social-media
• 17.
  Can Cultivation Theoryapply to reality? Labeled for reuse on Google.com Retrieved from https://www.facebook.com/nbc nightlynews/?fref=ts Retrieved from https://www.facebook.com/ CBSEveningNews/?fref=ts
• 18.
  Sources Federman, M. (2004,July 23). What is the Meaning of the Medium is the Message? Retrieved February 17, 2016 from http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm . McLuhan, Marshall. Understanding Media: The Extensions of Man. New York, NY: McGraw Hill, 1964: 5-10. Morgan, M., Shanahan, J., & Signorielli, N. (2015). Yesterday's New Cultivation, Tomorrow. Mass Communication & Society, 18(5), 674-699. doi:10.1080/15205436.2015.1072725 Brenker, A. (2011) Video games: The newest social media. Examiner.com. Retrieved from http://www.examiner.com/article/video-games-the-newest-social-media