Chapter 16 Media Stereotypes: Content, Effects, and Theory (original) (raw)
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A" New World" of Media Effects
1992
Media ctffects should not be thought of as either isomorphic or fragmentary. Instead, the similarities and differences between them should be studied. This approach would offer the potential to determine not only what the media effects are, but how they occur. This is possible through the discovery of patterns in research theories and findings. To this end, the causes, effects, and processes of media influence can be deduced. The causes of media influence can be identified as variations in exposure, ccntent, and the form of the media themselves. There are five categories of media effects: level of analysis, type, nature, intention, and whether the effects are due to nature or form. To illustrate such classifications, two examplbs, reading ability and political participation, can be categorized. The determination of media effects and the underlying processes requires consistency in measuring those effects and in eliminating rival explanations. Therefore, limiting factors, such as permanence and conditional effects, also need to be identified. The limiting factors should determine the research design, measurement strategy, measures, and statistics that are to be used to measure effects. The complex and varied descriptions of "media effects" may have limited the ability to truly understand $?ffects suggesting that it is time to revise tnis concept according to different categorizations and research results. (One hundred and oae references are attached.) (HB)
Howard Journal of Communications, 2020
The following article illuminates how race-related media effects research creates a space for race to be represented within quantitative literature. However, it presents barriers towards inclusion regarding the examination of diverse audiences and distinct media content, while also normalizing existing patterns of hierarchy by concentrating on the implications of White viewers. To address this, the following text presents a synthesis of previous race-related media effects research and discusses applicable theoretical frameworks. More importantly, this piece offers suggestions for future direction where diverse audiences and media content are centered, various inclusive social contexts are contemplated, and the expansiveness of mass media platforms, as well as the adoption of theories, inside and outside of the discipline, are brought into the dialogue. These recommendations are offered to champion creating a more equitable landscape regarding the future of race-related media effects research.
The SAGE International Encyclopedia of Mass Media and Society, 2019
This PDF has been generated from SAGE Knowledge. Please note that the pagination of the online version will vary from the pagination of the print book.
The Evolution of Media Effects Theory: Fifty Years of Cumulative Research
The literature of media effects is frequently characterized as a three-stage progression initially embracing a theory of strong effects followed by a repudiation of earlier work and new model of minimal effects followed by yet another repudiation and a rediscovery of strong effects. We argue that although this dramatic and somewhat romantic simplification may be pedagogically useful in introductory courses, it may prove a significant impediment to further theoretical refinement and progress in advanced scholarship. We analyze the citation patterns of 20,736 scholarly articles in five communication journals with special attention to the 200 most frequently cited papers in an effort to provide an alternative six-stage model of, we argue, cumulative media effects theories for the period 1956-2005.
Media Effects | CommGAP Searching for Evidence of the Media's Impact
MEdia EffEcts Defining Media Effects Most people accept the idea that the media can influence people. But the degree of that influence, as well as who is most-impacted, when, how and why, have been the subjects of great debate among communication scholars for nearly a century. Media effects refers to the many ways individuals and society may be influenced by both news and entertainment mass media,
The Palgrave Handbook of Ethnicity, 2019
Mass media have huge reach in society and are a key filter through which people learn about each other, yet countless studies demonstrate that these media continue to reproduce ethnic and racial stereotypes, with often harmful effects. In various mediumsnews, drama, and gamingethnic minority groups are typically marginalized and overlooked. Very often, when they are represented, they are shown only in narrowly stereotyped roles, such as the model Asian migrant or the exotic Latina, or depicted negatively as the problematic "other," disproportionately represented as violent or criminal, and "less than" dominant groups (i.e., less intelligent, less wealthy, less powerful). Ethnic minority mediathat is, media produced by and for ethnic minority groupsgenerally offer more positive representations and a counter narrative to mainstream stereotypes but can also be prone to narrow typecasting and stereotype. The resulting pervasiveness of stereotyped representations across media formats and type is partly the outcome of complex media production processes, norms and values, commercial
The Power of (Mis)Representation: Why Racial and Ethnic Stereotypes in the Media Matter
2018
The Power of (Mis)Representation: Why Racial and Ethnic Stereotypes in the Media Matter As communication systems reach nearly every corner of the world, mass media matters more than ever since it influences how people see and understand themselves and others in the world. As a powerful social force that makes the most of visual, audio and textual techniques, it has the capacity to shape civil society, its discourses, policies, and the built environment all around us (Schiller, 2014). Therefore, media are not insignificant audiovisual outlets that merely entertain and inform, but they are culturally expressive conduits that have the power to transform the popular imaginary into real world practices of love and hate, peace and violence. Certainly, audiences are not passive