The Cone Model of Media Effects
-------<Constructed Mediated Reality>------
| "CMR" |
| | |
| | |
| REAL LIFE |
| | |
| | |
-------> Perceived Mediated Reality<-------
"PMR"
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The model is dialectic.
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PMR is selective.
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CMR is edited and "more real (larger) than real life."
MEDIA EFFECTS ON INDIVIDUALS - Three
Theories
Modeling Theory - steps
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see the role model
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identify with model
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remember and reproduce behavior
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be rewarded for this behavior
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repeat it, etc. etc. (steps 3 & 4)
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evidence is good for various steps
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variation of influence--> differing environments for 3 and 4.
Shared Meaning Theory - behavior results from shared meanings, shared interpretations of situations.
This results in a socially constructed view of reality, a common vocabulary, and
similar reactions to "signs" in the media.
Effects types:
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establishment of new meanings (high 5)
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extension, expands meaning - dogs are dangerous too
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substitution - change in meaning of Viet Nam vet.
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stabilization - mirroring current views
Social Learning Theory (a variation of Shared Meaning Theory). The
media portrays a particular view of life for us which we absorb and accept,
often without reflection.
What portrayals teach:
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what society is like
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how we should/do behave
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what others expect of us (what is a man)
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what are the consequences of actions
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self-evaluation
last updated 4/20/2001