Analysis of Media Effects
 

Media Effect – the effect or impact that media has on an individual or on an institution

 

I. On Individuals

 

Types of Effect

1.  Cognitive – learning from media. 

• Factual
• Social

2.  Attitudinal – media shaping our opinions, beliefs, values

3.  Emotional – media stimulating certain feelings

4.  Physiological – media impacts on our body

5.  Behavioral – media triggering action
    Note: causation

Necessary condition – w/o it, behavior will not occur

Sufficient condition – its presence ensures behavior will occur

 

Timing of Effects

1.  Immediate

    – effect occurs during the exposure

2.  Delayed
    – effect occurs after one exposure

    – effect occurs after many exposures

 

Timing vis-à-vis Type?

 

Intentionality of Effects

1.  Intentional – the effect is intended

2.  Unintentional – the effect is not intended

• Occurs most frequently when we are passively engaged with media

Note: Intentionality may vary with perspective, e.g., producer and consumer 

II. On Institutions

Institutions Impacted
- Families
- Religious
- Political
- Schools
- Sports

Effects
- Via effects on individuals
- Via effects on institutions themselves

Conclusion

Media effects are varied and ongoing