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Media Efects Measurable Efects
Social Psychological Approach Attitudes
Studying Attitudes Consistency and Rationalization
PersuasionConcept o Attitudes
Components o Attitudes Structure o Attitudes Functions o Attitudes
Attitudes and Behaiour Persuasion and Attitude Change
Studying Attitudes Source! Message and Conte"tual Factors in Persuasion
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ME#$A EFFEC%S
Media Research &sually Focuses 'n((
C')%E)%
E*P'S&RE %' C')%E)%
EFFEC%S 'F E*P'S&RE#irect$ndirectCumulatie
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MEAS&RAB+E EFFEC%S Behaioural
Attitudinal
Cognitie
Physiological
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Media as a model or behaiour
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Media e"posure can induce! modiy!
resist or change attitude andbehaiour
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Processing! understanding and
remembering media disseminatedinormation
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Physiological changes in the body rom
media e"posure
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#i,cult to measure
Many interening ariables thatin-uence behaiour
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#o people sometimes change theirminds based on inormation proidedby the media.
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/$S%'R0( Systematic study o attitudes and
attitude change began during 1orld1ar 23
Study o attitudes as counterailingorce against )azi Propaganda
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: 'bserable communication stimuli
Pre8dispositional actors
$nternal mediating actors
'bserable communication efects
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Reinorcement Approach(+earning
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Functional ApproachFunctional %heory (Katz, 1960)
Attitude change the result o a number ointerening ariables operatingsimultaneously! based on rational andirrational models o man!
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Cognitiist Approach
$denti>cation o thought processes
inoled in attitude change3 (Greenwald,
1968; Eagly, 199)
/abits o thin?ing in-uence eelings
Predictability thereore underlies theory
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Cognitie #issonance %heory( !est"nger,1964)
#oes attitude change rom persuasie
messages actually result in behaiourchange.
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Cognitie Consistency %heory(Greenwald & Eagly, 1968 & 199))
Attitude change results rom receiersactiely thin?ing about the message
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C')CEP% 'F C')S$S%E)C0
People strie or consistency bet=een( Attitudes
Behaiours
Attitudes and behaiours
$ndiidual personality traits
Perceptions o the =orld
(Greenwald, 1968; Eagly, 199)
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C')CEP% 'F C')S$S%E)C0
1/0. %o bring order and reason into our lies
%o behae in a rational and predictable =ay
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Rationalization( E"plain irational behaiour in a
rational =ay
Can attitude change eliminatepsychological discomort o inconsistency.
Attitude@3Behaiour.
Behaiour@Attitude .
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Change in mental state as a precursor tobehaviour and usually viacommunication/language (OKeefe, 2002)
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A successful intentional eort atinuencing anothers mental statethrough communication in acircumstance in which the persuadeehas some measure of freedom(OKeefe!""!#
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#EF$)$%$')S 9arious de>nitions o concept;
%he ealuation o persons! places andthings
'R
An ealuatie udgment o or reactionto an obect
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#EF$)$%$')(
A mental and neutral state o readiness!organised through e"perience! e"erting adirectie or dynamic in-uence upon theindiiduals responses to all obects andsituations =ith =hich it is related 9Aplort!
45D5(6;
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Afectie Emotional reactions to a particular topic
Cognitie
#irect acuisition o belies about aparticular topic
Behaioural %ranslation o attitude into actual behaiour
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$nter8attitudinal 8 clustering in groups
$ntra8attitudinal 8 relationships o threecomponents
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$nstrumental < Adustie < &tilitarianMa"imize re=ards and minimize penalties
Ego8#eensieSel8protection rom unacceptable impulses
alue8E"pressiePositie e"pression o ones central alues G omesindiiduality
Hno=ledgeProide structure and meaning in ones =orld Ge3g3! religious belies! shared cultural norms3
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Factors in Attitude Change (#$zen &!"s%e"n, 19'0)
Attitude to=ard perorming thatbehaiour
Perception o norms goerning thatbehaiour
Motiation to comply =ith those norms
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$nterening ariables Bet=een Attitudeand Behaiour(
Motiational Releance
ested $nterest
Attitude accessibility
Afectie8cognitie consistency
Analysis o reason or attitude
Constraints on behaiour also include e"istingcircumstances and perceied results3
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Relationship Bet=een Persuasion andAttitude Change Attitude change as a necessary aspect o
persuasion 9*e"se+er & ars.n, 19':5)
Persuasion as one specie o attitude change(/ey, .ll"ns & 2"all, 1998)
Persuasion as identical =ith attitudechange in general 9%a"en, 3..d &Eagly,1996)
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Credibility
+i?ing Similarity Physical Attractieness
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Structure
Recommendations speci>city 'ne8sided s3 t=o8sided messages Fear Appeals E"amples s3 statistical summaries
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Jeneral Persuasability Jender
$ndiidual #iferences $noculation Primacy8Recency Medium
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