Summary of chapter 19-social effects of mass communication

When investigating mass communication effects it focus on scientific studies.There are 2 common methods which are survey and experiment .I have also learned about media and socialization where it is best known how individuals come to adopt behaviors and values of the group including media. Media plays an important role as a primary source of information.Learning is important part of the socialization process.Media also play important role in transmitting attitudes,perception and beliefs expecially in young people who are heavy viewers of TV ,when stereotypes oonsistently recur.For instance creating stereotypes,effects of heavy viewing and absence of alternative information are some of the effects .Then there is also known as the Cultivation analysis,where heavy TV viewing cultivates perceptions of reality consistent with the view of the world presented on TV.They are methodology,research findings and criticisms of cultivation analysis.Then when we look at Agenda Setting studies,examine information -based media ,especially political campaigns and issues.Agenda research had led to Framing research and agenda building research.Decades of surveys reveal a significant correlation between viewing violent TV and aggressive behavior in real life.Panel studies,have provided stronger evidence that there is a mutual causal connection between watching TV violence and performing aggresive behavior in real life. There are also 2 rival theories on impact of media violence are catharsis and stimulation. When we look at the complicating factors,many can influence the outcomes of experiments into the effects of violent content like experiment setting whereas Field experiment are more naturalistic where people react more naturally .Rather than that,research on prosocial behavior studies potential positive effects like helping.When we look at surveys ,survey data measure what Tv programs children watch,and how often they perform prosocial acts.Other behavior effects are political behavior are negative advertising.Then when we look at the privacy ,the widespread exchange of information has had both positive and negative consequences.Personal information is uncomfortably easy to find.Mass media also serves needs of ever more speacialized audiences where directing people to ever more selective content exposure.Last will be the escape where people could alwayz immerse themselves in world of mass media,and tune out of the real world.New technologies have caused those fears to resurface like HDTV.