Selective Exposure and Mood Management in Media
Classified in Psychology and Sociology
Written on in English with a size of 3.82 KB
Selective Exposure
Dolf Zillmann provides a theoretical explanation of how people interact with the media. Persuasion in media has the power to convince people. Media has the power to change behavior, attitude, thinking, and emotions.
He wonders why entertainment is not being studied as an agent of mass media.
He points out two different areas: effects research/media effects, and audience research.
Theories are made on assumptions. Assumptions in social science disciplines are never tested. Soul, feelings, intelligence are nothing you can observe. Behaviorists study human behaviors. Around 1970, they understood that they should study not what media does to humans, but what humans do to media.
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