نوع مقاله: مقاله پژوهشی
نویسنده
دکترای روان‌شناسی، استادیار دانشگاه علامه طباطبایی
چکیده
در این مقاله به چهار مدل از اثرات رسانه‌ها، یعنی اثرات مستقیم، شرطی، انباشتی و شناختی و متغیرهای مهم در هر مدل پرداخته شده است. این مدل‌ها، چهار فرایند مختلف از اثرات رسانه‌ها را که از پژوهش‌های مختلف به‌دست آمده‌اند، نشان می‌دهند. تفاوت مدل‌ها در این است که هر یک، بر جنبه خاصی از محتوای رسانه‌ها یا مخاطبان به عنوان دریافت‌کنندگان اثرات رسانه‌ها، تأکید دارند. این چهار مدل برای متمرکز کردن تبیین‌ها طراحی شده‌اند. از آنجا که هر مدل، تنها بر بخشی از دلایل تأثیر رسانه‌ها تأکید دارد هیچ کدام از آنها به تنهایی نمی‌تواند تبیین کاملی از اثرات رسانه‌ها ارائه دهد. با این حال، اهمیت و ارزشمندی این مدل‌ها به این دلیل است که می‌توان به کمک آنها، فرایندهای اثرات رسانه‌ها را به‌طور مستقیم مطالعه کرد. در پایان پیشنهادهایی برای مدیران، برنامه‌ریزان و برنامه‌سازان رسانه‌ها، بویژه رسانه رادیو و تلویزیون ارائه شده است.
کلیدواژه‌ها
عنوان مقاله [English]
Investigation and Comparision of Media Effects Models
نویسنده [English]
- Esmaeil Sadipour
Assistant prof.in psychology of Allame Tabatabaee university
چکیده [English]
This paper examines four models of media effects, i.e., direct, conditional, accumulative and cognitive effects as well as the important variables in each model. These models demonstrate four different processes of media effects obtained from different studies. The models differ in that each one focuses on a specific aspect of media content or audiences as the recipients of media effects. These four models are designed to classify the explanations. Since each model focuses only on some parts of the reasons behind media effects, none of them alone can explain the effects of media in whole. However, importance and value of these models is due to the fact that they can help examine the media effects processes directly. Finally, the article proposes some suggestions for managers, planners and programmers of different media, especially radio and television.
کلیدواژه‌ها [English]
- Media Effects
- Direct Effects
- Conditional Effects
- Accumulative Effects
- Cognitive Effects
بیابانگرد، اسماعیل. (1387). فرزند من و رسانه. تهران: مرکز امور زنان و خانواده ریاست‌جمهوری.
Alexander, A.; Ryan, M.S., & Munoz, P. (1994). Creating a Learning Context: Investigations on the Interaction of Siblings during television viewing. Critical Studies in Mass Communication, 1, 345–364.
Bandura, A. (2004). Social cognitive theory of mass communication. Hillsdale, NJ: Lawrence Erlbaum Associates.
Baran, S.J., & Blasko, V.J. (1984). Social Perceptions and the by – Products of Advertising. Journal of Communication, 34 (3), 12-20.
Bargh, J.A. (1988). Automatic information processing. Hillsdale, NJ: Lawrence Erlbaum Associates.
Bartlett, F.A. (1932). A Study in experimental and social psychology. New York: Cambridge University Press.
Berkowitz, L., & Rogers, K.H. (1986). A priming effect analysis of media influences. Hillsdale, NJ: Lawrence Erlbaum Associates.
Berlyne, D.E. (1970). Attention as a problem in behavior theory. New York: Appleton Century Crofts.
Brigham, J.C., & Giesbrecht, L.W. (1976). All in the Family: Racial Attitudes. Journal of Communication, 26 (4), 69-74.
Cantor, J. (2008). Fright reactions to mass media. Hillsdale, NJ: Lawrence Erlbaum Associates.
Cantor, M.G., & Orwant, J. (1980). Differential effects of television violence on girls and boys. In T.McCormack (Ed.), Studies in Communications: A Research Annual (Vol. 1, pp. 63-83). Greenwich, CT: JAI Press.
Cohen, B. (1963). The Press and foreign policy. Princeton, NJ: Princeton University Press.
Comstock, G. (1989). The Evolution of American television. Newbury Park, CA: Sage.
Detenber, B.H., & Reeves, B. (2006). A Bio-informational Theory of Emotion: Motion and Image Size Effects on viewers. Journal of Communication, 46 (3), 66-84.
Doob, A.N., & Macdonald, G.E. (1979). Television Viewing and Fear of Victimization: Is the Relationship Causal? Journal of Personality and Social Psychology, 37, 170-179.
Fiske, S.T., & Taylor, S.E. (1991). Social cognition (2nd ed.). New York: McGraw-Hill.
Flavell, J.H. (1993). The Developmental psychology of Jean Piaget. New York: Van Nostrand.
Gerbner, G. (1990). Advancing on the path of righteousness. Newbury Park, CA: Sage.
Gerbner, G.; Gross, L.; Morgan, M., & Signorielli, N. (1994). Growing up with television. Hillsdale, NJ: Lawrence Erlbaum Associates.
Kahneman, D. (1983). Attention and effort. Englewood Cliffs, NJ: Prentice-Hall.
Kim, J., & Rubin, A.M. (2005). The Variable Influence of Audience Activity on Media Effects. Communication Research, 24, 107-135.
Lang, A. (1990). Involuntary Attention and Physiological Arousal Evoked by Structural Features and Emotional Content in TV Commercials. Communication Research, 77, 275-299.
Lau, R.R., & Sears, D.O. (1986). Social cognition and political cognition: The past, the present, and the future. Hillsdale, NJ: Lawrence Erlbaum Associates.
Levin, S.R., & Anderson, D.R. (1976). The Development of Attention. Journal of Communication, 26 (2), 126-135.
McCombs, M. (1994). News influence on our pictures of the world. Hillsdale, NJ: Lawrence Erlbaum Associates.
McIlwraith, R.D., & Schallow. J.R. (1983). Adult Fantasy Life and Patterns of Media Use. Journal of Communication, 33 (1), 78-91.
McLeod, D.M., & Perse, E.M. (1994). Direct and Indirect Effects of Socioeconomic Atatus on Public Affairs Knowledge. Jounalism Quarterly. 71, 433-442.
Messaris. P. (1986). Parents, children, and television. New York: Oxford.
Meyrowitz, J. (1982). Television and interpersonal behavior. New York: Oxford.
Perse, E.M. (2008). Media effects and society. Mahwah. NJ: Lawernce Erlboum.
Reeves, B.; Thorson. E., & Schleuder. J. (1996). Attention to telecision. Hillsdale, NJ: Lawrence Erlbaum Associates.
Rogers, E.M. (2003). Diffusion of innovations (4th ed.). New York: Free Press.
Rubin, A.M. (1994). Media uses and effects. Hillsdale, NJ: Lawrence Erlbaum Associates.
Stempel, G.H., & Windhauser, J.W. (1989). Coverage by the Prestige Press of the 1988 Presidential Campaign. Journalism Quarterly, 66, 894-896, 919.
Welch A.J., & Watt, J.H., Jr. (1982). Visual Complexity and Young Children's Learning from Television. Human Communication Research, 8, 133-145.
Zillmann, D., & Bryant, J. (1974). Effect of Residual Excitation on the Emotional Response to Provocation and Delayed Aggressive Behavior. Journal of Personality and Social Psychology, 30, 782-791.
Zillmann. D.; Bryant, J., & Sapolsky, B.S. (1989). Enjoyment from sports spectatorship. Hillsdale, NJ: Lawrence Erlbaum Associates.
Zuckerman, M., & Little, P. (1986). Personality and Curiosity About Morbid and Sexual Events. Personality and Individual Differences, 7, 49-56.
