Communication Effects Perspectives

7/24/2019 Communication Effects Perspectives

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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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Communication Effects Perspectives

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