Media Effects
· Our understanding of the full range of media effects is an essential ingredient in media literacy.
v Three-Dimensional Perspective on Media Effects:
· The media influences are difficult to predict, because the factors that explain the effects are large in number and their interaction is very complex.
· As individuals, we do not have much power to control the media, but we do have a great deal of power to control the media’s effects on us.
v يعتبر فهم المدي الكامل لتأثيرات وسائل الإعلام من العناصر الأساسية للتربية الإعلامية الصحيحة .
v ثلاث زوايا لدراسة تأثيرات وسائل الإعلام:
v من الصعوبة بمكان التنبؤ بتأثيرات وسائل الإعلام، وذلك بسبب كثرة العوامل التي يمكنها تفسير هذه التأثيرات, بالإضافة إلى تعقد تفاعل هذه العوامل معاً.
v ويجب أن نعلم كأفراد أنه ليس لدينا من القوة ما يكفي للسيطرة على وسائل الإعلام، ولكن لدينا قوة كبيرة تكفي للسيطرة على مدى تأثير وسائل الإعلام علينا.
1) Timing of Effects:
Media effects can be either immediate or long term. This distinction focuses on when the effect occurs, not on how long it lasts.
Immediate Effects: An immediate effect is one that happens during exposure to the media message. If it does not happen during the exposure, the opportunity is lost.
Long – term Effects: long – term effects show up only after many exposures. Neither a single exposure nor a single type of message is responsible for the effect.
1 - توقيت التأثيرات :
يمكن أن تكون هذه التأثيرات فورية أو طويلة المدى وتتركز هذه التفرقة على وقت وقوع الحدث وليس دوامه .
- التأثيرات الفورية ( المباشرة ) : وهو التأثير الذي يحدث من خلال التعرض للرسالة الإعلامية، وإلا تضيع فرصة حدوث التأثير .
- التأثيرات طويلة المدي : تظهر التأثيرات طويلة المدى بعد عدة مرات من التعرض لوسائل الإعلام، حيث لا يمكن أن تؤدي مرة تعرض واحدة أو نوع واحد من الرسائل إلى إحداث مثل هذا التأثير .
2) level of Effects :
· Most of the concern about the media focuses on behavioral effects. For example, there is a belief that watching violence will lead people to behave aggressively.
· There are five levels in which media have demonstrated effects. They are :
Cognitive: media can immediately plant ideas and information into our minds. Learning is the acquisition of facts so that they can be recalled later.
Attitudinal: the media can create and shape our opinions, beliefs, and values. Attitudes can also be learned immediately.
- We’ve known for a long time that the media’s major effect on attitudes is the reinforcing of already existing opinions and beliefs, but the media can also create and change attitudes.
Emotional: the media can make us feel things, they can trigger strong emotions such as fear, range, and lust, they can also evoke weaker emotions such as sadness, and boredom. Emotional reactions are related to physiological changes.
Physiological: there are many physiological effects that usually serve to arouse us. A suspenseful mystery serves to elevate our blood pressure and heart rate.
Behavioral: Media can trigger actions.
2 - مستويات التأثير : غالباً ما يقصد بتأثيرات وسائل الإعلام، التأثيرات السلوكية، فعلى سبيل المثال من المتعارف عليه أن مشاهد العنف في البرامج التليفزيونية تدفع الأفراد إلى التصرف بعنف، ولكن في حقيقة الأمر يمكن تقسيم تأثيرات وسائل الإعلام إلى خمسة مستويات هي :
· المستوى المعرفي : حيث تقوم وسائل الإعلام على الفور بزرع الأفكار والمعلومات في عقولنا ، ويعد "التعلم" معرفة الحقائق والتي يمكن استدعاؤها من الذاكرة في وقت لاحق .
· مستوى الاتجاهات : حيث تقوم وسائل الإعلام بتكوين وتشكيل آراءنا ومعتقداتنا وقيمنا. ويمكن تعلم هذه الإتجاهات بشكل فوري، وكما علمنا من قبل فإن التأثير الأكبر لوسائل الإعلام يتعلق بتدعيم الآداء والمعتقدات ولكن قد تستطيع وسائل الإعلام أيضاً تكوين وتغيير الإتجاهات .
· المستوى العاطفي : تثير وسائل الإعلام في داخلنا مشاعر قوية مثل الخوف والغضب والشهوة، ومشاعر أضعف مثل الحزن والملل وترتبط ردود الأفعال العاطفية بالتغيرات الفسيولوجية.
· المستوى الفسيولوجي : تؤدي التأثيرات الفسيولوجية إلى إستثارة الأفراد ، فالألغاز الغامضة المشوقة يؤدي إلى رفع ضغط الدم وزيادة معدل ضربات القلب.
· المستوى السلوكي : يؤدي وسائل الإعلام إلى إحداث السلوك .
3) Direction of Effects:
· The effect can be in either a constructive or destructive direction. These terms are value laden.
· From the individual perspective, a constructive direction is one whose effects lead you toward some valued goal.
· From societal point of view. If the media teach people how to commit crimes and trigger criminal behavior, then the media are exerting a destructive influence.
v 3 - إتجاهات التأثير: يمكن أن تؤثر وسائل الإعلام على الأفراد بطريقة بناءة أو هدامة، وقد يحمل كلا من هذين المصطلحين عدة معاني، فمن منظور الفرد، يؤدي الإتجاه البناء إلى قيادة الفرد لتحقيق أهدافه القيمة، أما من المنظور المجتمعي، فإذا قامت وسائل الإعلام بتعليم الأفراد كيفية إرتكاب الجرائم وحثتهم على إنتهاج سلوكاً إجرامياً، فإنها بذلك تُحدث أثراً هداماً.
v A Broad Listing of media Effects:
F Immediate cognitive:
Temporary learning: we use the media to learn about the particular events of the day. Much of this information stays with us for several hours, then we forget it.
Extensive learning: our learning can be extensive or intensive. Extensive learning refers to the acquisition of something new.
Intensive learning: In contrast, intensive learning is the acquisition of another example of the same thing that you already have.
F Long –term cognitive :
Hypermnesia: this effect appears to be the opposite of forgetting. Instead of being less able to recall information from a message as time goes by, we become more able to recall that information.
Generalization: A person who watches a lot of bad news about crimes, he might generalize from these facts and draw the conclusion that crime has become a real problem in his town.
Exposing secrets: For many people, the media, especially television, are devices that expose secrets about how the world works. The media expose important social secrets by taking viewers into the backstage.
Framing life: this effect can be seen in three ways: agenda setting, spiral of silence, and narrative closure. By choosing certain images and themes, the media focus our attention on particular things while telling us to ignore other things.
F Immediate Attitudinal:
Opinion creation: the media provide information or images that can trigger the creation of a new opinion or attitude in you.
Opinion change: media can change a person’s attitudes and feelings about something.
F Long – term Attitudal :
Sleeper Effect: this is an effect that takes a relatively long time to occur. During an exposure to a message, a person discounts the message because of a dislike for the source. Then, over time, the person forgets the source and the negative feeling about the information goes away and is replaced by a positive feeling.
Reinforcement: this effect is often over looked because we have been conditioned to think of effects in terms of change. The very powerful effect of reinforcement is evidenced by non-change.
Internalization: In this long-term process, people acquire certain attitudes and beliefs by internalizing the major themes in society as exhibited through the mass media.
F Immediate Emotional:
Temporary Reaction: people, especially children, can become frightened by certain media content. This fear, through intense at the time, is short lived.
F Long–term Emotional:
Desensitization: some things within the media are presented so often we can no longer treat them with wonder or awe. Our tolerance has been increased so that things that used to entertain us or impress us no longer do.
F Immediate physiological:
Temporary Arousal: certain content (especially violence and erotica) can temporarily arouse people physiologically. This type usually within an hour after exposure.
F Long-term physiological:
Increasing tolerance: Your body builds up a resistance to certain experiences.
F Immediate Behavioral:
Imitation: children as young as 2 have been found to imitate behaviors they see in the media. Copying need not be identical to the action seen on the screen – it can be generalized to similar actions.
Activation: the media can exert a triggering effect on our behavior. Activation is different than imitation. With imitation, viewers take it upon themselves to emulate or copy a specific behavior seen in the media. In contrast, with activation viewers react to a suggestion to do something.
F Long- term Behavioral:
Habit Formation: Exposure to the media- especially to escapist fare- will prevent people from using their more productively.
Disinhibition: this is the process of gradually wearing down the inhibition that prevents us from behaving in certain ways. The mass media can influence behaviors not just in a specific action, but in a general, long- term manner.
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