Media Effects: Theory for each feature

Question 1

Selectivity of media use

Answer 1

selective exposure theory: Individuals choose media content that aligns with their pre-existing beliefs, attitudes, and preferences while avoiding content that contradicts or challenges them.

Question 2

Properties as predictors

Answer 2

dual coding theory: Information presented through both visual and auditory modalities is more likely to be retained and recalled than information presented through a single modality.

Question 3

Media effects are indirect

Answer 3

cultivation theory: prolonged exposure to certain media content, e.g. violence or stereotypes, can shape viewers’ perceptions of reality. These perceptions can indirectly affect behavior, attitudes, and beliefs.

Question 4

Media effects are conditional

Answer 4

social learning theory: Social context (family, peers, cultural norms) shapes individuals’ learning processes and behavior.

Question 5

Media effects are transactional

Answer 5

Uses and Gratifications Theory: Individuals actively select and interpret media content to fulfill specific needs and motivations. Media users play an active role in shaping their media consumption patterns and outcomes. Their media use is influenced by their personal characteristics, social context, and situational factors, and in turn their media consumption can affect their attitudes, behaviors, and well-being.