Introduction to Communication Science week 3: 3.8 Negotiated Effects
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0:08 - 0:10The final paradigm I want to discuss with you
this week -
0:10 - 0:16is a compromise between the minimal effects
and powerful media perspectives. -
0:16 - 0:20Combining elements of both models the
negotiated media effects model states that -
0:20 - 0:22media and communication in general,
-
0:22 - 0:28not only mass, the focus is broader than that,
have a potential for great power. -
0:28 - 0:34Effects can be short term, direct, immediate,
after one-shot exposure et cetera. -
0:34 - 0:40However, more often, strong and enduring effects
are based on long term, repeated exposure -
0:40 - 0:45where the content reinforces rather than
changes the audiences beliefs. -
0:45 - 0:50This perspective combines the insights of
political en economical scholars with those of -
0:50 - 0:54psychologists, sociologists and even cultural
anthropologists, -
0:54 - 0:58looks at human development and sees
persuasion as something continuous. -
0:58 - 1:02Something that is not to be avoided, because
we need it to function. -
1:02 - 1:07It can’t be avoided without losing that which
connects us with each other. -
1:07 - 1:10Many studies with children were now done,
-
1:10 - 1:15to find out more about the role of communication
during crucial development phases. -
1:15 - 1:18Also, many societal problems, like crime,
prejudice, aggressive -
1:18 - 1:22and anti-social behaviour were now linked to
communication, -
1:22 - 1:30either as a cause or a possible solution. And
often, both. -
1:30 - 1:34Tries to merge qualitative and quantitative
methods. -
1:34 - 1:36For instance by backing qualitative statements
-
1:36 - 1:42with quantitative data, thereby aiming to
measure the subjective. -
1:42 - 1:48Looks at all kinds of effects.
-
1:48 - 1:51Agenda Setting for instance is a theory that
proposes -
1:51 - 1:55that the media don’t tell us what to think, but
what to think about. -
1:55 - 1:59The media agenda therefore influences the
public agenda, -
1:59 - 2:04if the marriage of some celebrity is much
discussed in the news -
2:04 - 2:07it will probably feature higher on the public
perception as well. -
2:07 - 2:11The media tell us which items are important,
-
2:11 - 2:14where important things happen and why.
-
2:14 - 2:18The amount of attention given to environmental
pollution by the media for instance -
2:18 - 2:22can cause a higher percentage of people
thinking about this subject -
2:22 - 2:25and a higher percentage of people evaluating
environmental pollution -
2:25 - 2:28as a serious and important problem.
-
2:28 - 2:33Frames define problems, shape possible
solutions and basically help a person -
2:33 - 2:36deconstruct a message in a particular way.
-
2:36 - 2:40For instance, when we are talking about
pollution of the environment, -
2:40 - 2:45we can have many different angles to approach
this topic. -
2:45 - 2:51We can talk about the big pollutors in the world,
or what you as a consumer can do, -
2:51 - 2:56or we can go down into the basic facts and
figures of global warming. -
2:56 - 3:02These are all different frames that will lead to a
different deconstruction of the message. -
3:02 - 3:04In these photo’s the same news event,
-
3:04 - 3:08the tearing down of Saddam Hussein's Statue,
is depicted. -
3:08 - 3:10The frame is however quite different,
-
3:10 - 3:14thereby probably changing how we deconstruct
the message. -
3:14 - 3:19We can see that these types of theories no
longer focus on the intention of the sender -
3:19 - 3:23but rather on message construction and
deconstruction. -
3:23 - 3:25So no longer the linear effect oriented approach
-
3:25 - 3:29but a focus on the construction and the
reception of a message. -
3:29 - 3:33On processing and signification. We are going
to continue with that topic, next week. -
3:33 - 3:35I hope to see you then!
- Title:
- Introduction to Communication Science week 3: 3.8 Negotiated Effects
- Description:
-
Download links
1. not in the Coursera site:
Transcript of all Week 3 videos: https://d396qusza40orc.cloudfront.net/commscience/transcripts%2FTranscript_Week_3%20Coursera.pdf
This lecture in .webm: http://d396qusza40orc.cloudfront.net/commscience/recoded_videos%2F3.8.3d78bc719d9bebfb87763abe7ebc075f.webm
2. In the Coursera site, but apparently unaffected by the login block, for this lecture:
Subtitle text: https://class.coursera.org/commscience-001/lecture/subtitles?q=57_en&format=txt
Video mp4: https://class.coursera.org/commscience-001/lecture/download.mp4?lecture_id=57
*****Week 3 description:
The linear effect-oriented approach
In week three, the linear effect-oriented approach is discussed and how it developed in the twentieth century. Evolving from a belief in all-powerful effects after World War I to a more nuanced negotiated effects perspective in the sixties - Video Language:
- English
- Team:
- Captions Requested
Claude Almansi edited English subtitles for Introduction to Communication Science week 3: 3.8 Negotiated Effects | ||
Claude Almansi edited English subtitles for Introduction to Communication Science week 3: 3.8 Negotiated Effects |