A Cognitive Psychology of Mass Communication by Richard Jackson Harris

By Richard Jackson Harris

With this fourth variation of A Cognitive Psychology of Mass verbal exchange, writer Richard Jackson Harris keeps his exam of ways our studies with media impact the way in which we gather wisdom in regards to the global, and the way this information creates

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The fact that the effects are not uniform does not denigrate their importance. 01% of the viewers of a certain TV program, that still has an impact on 4,000 people out of an audience of 40 million! The third model, cumulative effects, emphasizes the repeated exposure to media stimuli and suggests that effects are due not so much to a single exposure as to the additive effects of many exposures. For example, a single exposure to a supermodel stimulus may not trigger an eating disorder but repeated exposures to ultra-thin, large-breasted women may cumulatively push a woman in that direction, especially if she likes and identifies with the media models (Harrison, 1997).

A particular number is shown, though no area code is given. ” In this case, the filmmaker did not follow the usual practice of using 555-prefix phone numbers (which do not exist as real phone numbers). In some sense everyone is a media critic. Far fewer, however, have real answers to the questions and concerns that are so easy to raise. The answers to many questions about the media come from scientific research. The results from such research are cited throughout this book, but in this chapter we look at some of the theoretical frameworks and constructs behind such research.

The precise processes by which classical conditioning occurs in advertising are discussed in more detail in chapter 4. Media may teach us a whole constellation of attitudes on a given subject. For example, a dramatic TV movie or documentary on AIDS may sensitize people to the illness and make them more sympathetic to AIDS victims. Seeing R-rated horror movies in which women appear sexually aroused by being raped or assaulted may lead viewers to believe that women derive some secret pleasure out of being victims of sexual violence (Donnerstein, Linz, & Penrod, 1987).

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