Potter, Introduction to Media Literacy 1e 1
Introduction to Media Literacy, 1st edition
W. James Potter
Chapter 8: Mass Media Effects
Lecture Notes
Learning Objectives:
1. Distinguish between manifest effects and process effects.
2. Apply the four-dimensional perspective for analyzing media effects.
Outline:
I. Media effects are constantly occurring in a complex process.
A. Manifested media effects are easy to observe and easy to attribute to a particular
media exposure.
B. Process media effects are not as easy to observe because media are constantly in
the process of influencing how we think, feel, and act.
II. Four dimensions of media effects are time, type, valence, and intentionality.
A. The time of effects distinction focuses your attention on when evidence of the
effect starts to show up more so than on how long it lasts.
B. Types of effects
i. The cognitive-type effect involves the media planting information in our
minds.
ii. The belief-type effect involves the media showing us the values used by
people in the news and characters in fictional stories.
iii. The attitudinal-type effect involves the media influencing our judgments
about things.
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v. The physiological-type effect involves the media influencing our
automatic bodily systems.
vi. The behavioral-type effect involves the media triggering actions.
vii. Macro-type effects exert their influence on larger units such as
organizations, institutions, and society.
C. The valence of effects can be positive or negative.
i. The individual perspective
a. A positive direction is one where the effects help you achieve your
personal goals.
b. A negative direction is one where the media’s goals are in conflict
with your goals.
ii. The societal perspective
D. The intentionality of effects is the assertion that there are intentional and
unintentional effects of the media.
i. Intentional effects of the media include laughing after seeking out
humorous media content.
ii. Unintentional effects include becoming desensitized to certain content
because of overexposure.
III. Factors influencing media effects
A. Characteristics of the person who is exposed to media messages
B. Characteristics of the messages themselves
IV. Increasing media literacy
A. The more you understand about media effects, the more you can be proactive and
not just reactive.
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i. Understanding a variety of media effects.
ii. Understanding how media influence works in combination with other
influences