Framing Questions: Week 2

1. Chapter 5 briefly discusses the “summary of the Transmission of Direct Effects Model” in studying how messages are transmitted, received and have an effect on people. he reading says this paradigm is based on the idea that media messages were assumed to have a direct influence on those who were exposed to them. But what about messages that don’t have a direct impact on the audience? What are studies that have been conducted on ineffective ad campaigns, for instance?

2. I always think the idea of social responsibility and the press is an interesting one. According to this theory, the press is obligated to provide a truthful account of events to its readership, among other responsibilities. If there is an instance of an embellished story, does it directly affect the public’s trust in that particular publication?

3. According to the uses and gratifications theory, many goals of mass media use can be derived from data supplied by individuals themselves as they report their interests and motives. I’m always interested in learning about the varying motivations for using new technologies, so what would be some of the specific uses and gratifications of the iPad, and how are they different from the motivations of using a standard MacBook or other Apple computer?

Tags: communication theory, motives, paradigm, social responsibility, technology, uses and gratifications