Lecture: Analysis of Media Effects
 

Media Effect – the effect or impact that media has

 

Timing of Effects

1.  Immediate – effect occurs during the exposure

2.  Intermediate – effect occurs after the exposure

3.  Long Term – effects occur after many exposures

 

Type 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

 

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

 

Value  

Positive or negative; constructive or destructive

 

Conclusion

Media effects are ongoing 

If we are not aware of them, the media can control us