Mass Media Effects

 

After studying the assigned reading The Handbook of Communication Science, Second Edition, Chapter 15: Mass Media Effects and considering one of the five categories of media effect theories mentioned in the article (learning, socialization, selective exposure, selective presentation, and perceived effects—remember, these are the categories, not the names of the theories themselves), identify one of the theories listed in the reading and answer the following questions or prompts.

A) Does media directly influence individuals? Explain your answer

B) Which of the mass communication theories do you feel most accurately portrays your media experiences? Why? Be sure to provide an example that supports your opinion.

C) How involved should the government be in protecting us from media effects? Where do you draw the line between free speech and indecency? Is censorship ever warranted?

Sample Solution

The impact of the media on many facets of human existence, including voting, individual perspectives and beliefs, and skewing a person’s understanding of a given topic owing to incorrect information, is just one example. The overall power of mass media has grown dramatically over time and will continue to grow as the medium evolves. The media has a significant impact on children’s emotional development. As a result, it’s critical for doctors to talk to parents about their children’s media exposure and offer advice on age-appropriate media use, such as television, radio, music, video games, and the Internet. As the media evolves, so does media criticism, which often grows in strength.

esearch suggest that one of the contemporary purpose of education is the preparation of workers for the global knowledge economy. The necessity of information technology in education is regarded as a political convention, decreed not only as the driver of economic growth, but advertised as the cure for social exclusion (Selmin et al 2001). The need to keep pace with society and prepare students for their roles in society are just two reasons to use technology in education. Educators and researchers refers strongly to the potential of technology to upgrade motivation and engagement of learners, to provide for different learning styles and improve learning outcomes (Eady and Lockyer 2013).

Therefore, literature suggest that one of the most powerful promises offered by technology is that learning will become more engaging. For example, Black (2008) and Ito et al (2008) suggest that interactivity of new media technologies provide a number of capabilities to enhance education. In fact, this is why drill and practice games , such as typing tutors can tempt children to learn content that they might otherwise consider ‘boring’. Studies completed by Collette Daiute (1985) demonstrates that children using word processors write better, because they can read their typed words, while they cannot read easily their own hand writing. Hence they receive instant feedback on their work, which they can easily modify using a word processor.

Other research finds that students learn more when they use technology to create new content themselves, rather than just being the receivers of material designed by others. A number of studies have found that students demonstrate stronger engagement, self-efficacy, attitudes toward school, and skill development when they are involved in creating own projects, such as creating reports, Power point presentation or video productions (Figg and Mchartney 2010; Elam et al 2012).

Vygotsky’s and Bandura’s theories provide educators with guidance on how to use technology in teaching and learning. . Learning occurs within a social environment, and technology can be used to facilitate social interaction and communication among learners in class, within a school, between schools and around the world (Eady and Lockyer 2013). Collaboration is also deep-rooted in Vygotsky’s theory of learning. He believed that in group-based learning there is a natural social nature of learning .Vygotsky proposed the notion of the zone of proximal development, which in essence is the difference between a learner’

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