Chapter 03: Broadening Our Perspective on Media Effects

Key idea of broadening our perspective on media effects?

Taking a 4D perspective—timing, valence, intentionality, type—reveals the wide range of media’s constant effects.

Why do many people underestimate media effects?

They only notice rare, high profile tragedies and assume effects don’t happen often or only affect others. 

In the Suzanne scenario, what effect occurred?

Persuasion (shampoo ad), mood change (music), fantasy (anticipating horror film), learning/generation (crime story → fear for brothers).

What does the Suzanne scenario illustrate about media effects?

Media affects everyone, every day, often in subtle ways—even when we believe we are unaffected.

What is the purpose of the 4D analytical tool?

To expand awareness and help analyze media effect systematically in daily life.

What are the 2 types of timing effects? 

Immediate effects (happen during/soon after exposure) vs. long-term effects (gradual and cumulative) 

Give an example of an immediate media effect.

Feeling fear during a horror film, happiness when reading a sports win, or aggression during and action movie.

What defines and immediate effect?

Changes occurs during exposure, regardless of whether it lasts briefly or forever.

What does valence mean in media effects? 

Whether the effect is positive, negative, or neutral depending on goals/outcomes 

Example of valence from consumer vs. media business perspective?

Consumer: ad persuading you may feel manipulative (negative). Business persuasion = profit (positive).

What does intentionality mean in media effects?

Whether effects are intended (persuasion by ads) or unintended (daydreams triggered by media)

How can intentionally differ by perspective? 

Consumers may unintentionally be influenced, while businesses design intentional influence. 

What are the main types of media effects?

Cognitive, Belief, Attitudinal Physiological, Emotional, Behavioral, Macro-level

Example for Cognitive Media Effects

Learning election results

Example for Belief Media Effects 

Accepting a stereotype as true. 

Example for Attitudinal Media Effects

Developing a liking for a celebrity.

Example for Physiological Media Effects

Heart racing during a jump scare. 

Example for Emotional Media Effects

Feeling sadness at a tragedy.

Example for Behavioral Media Effects

Buying a product after an ad

Example for Macro-level Media Effects 

Cultural shifts from media coverage. Continuous media coverage of violence or crime = entire communities more fearful, even if actual crime rates are low → “Mean World Syndrome”

What is an example of media addiction as a multi-dimensional effect?

Timing: builds over time; Valence; negative for user, profitable for industry; Intentionally: user may not intend it, business designs for it; Type: behavioral & physiological.