Media Specification Changes

Here is an update written by Cara Flanagan of the specification changes to the topic of media (PSYA4). It contains a spread on the negative and positive effects of video games on behaviour, and a spread on the persuasive effects of the media.

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  • Created by: Rachel
  • Created on: 28-10-11 13:17
Preview of Media Specification Changes

First 119 words of the document:

This document contains two replacement spreads.
If you view the pdf display two pages at a time you will see them as one spread.
Replacement for pages 222-223
Changes to specification:
NEW SPREAD: to include positive and
The positive and negative effects of negative effects.
computers and video games on young
people behaviour
Replacement for pages 224-225
Changes to specification:
NEW SPREAD: to focus on the
Persuasion and attitude change, application of the models.
including The application of Hovland-
Yale and Elaboration Likelihood
models in explaining the persuasive
effects of media
New references are supplied at the end of the document.

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Page 2

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This replaces pages 222-223
THE EFFECTS OF VIDEO GAMES AND COMPUTERS
V i deo games are
i ncreasingly becoming a THE NEGATIVE EFFECTS
p art of the lives of children,
a dolescents and young Video games and aggression
a dults.…read more

Page 3

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COMMENTARY
Video games REAL-WORLD
APPLICATION
R esearch evidence ­ The major strength of lab experiments is that any causal
relationships between exposure to violent game play and subsequent aggressive behaviour
can be determined, although such studies are usually used to measure short-term effects
only. A major weakness of lab experiments is that researchers cannot measure `real-life'
aggression, therefore must use measures of aggressive behaviour that have no relationship
to real-life aggression.…read more

Page 4

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This replaces pages 224-225
THE PERSUASIVE EFFECTS OF THE MEDIA
A ccording to Schwerin and
N ewell (1981), behavioural THE HOVLAND-YALE MODEL
c hange (e.g. living a healthier Carl Hovland's team discovered that effective persuasion could be achieved by focusing on
l ifestyle or changing our buying who says what to whom, i.e. the communicator (who), the persuasive message (what) and the
h abits) cannot occur without audience (to whom).…read more

Page 5

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METHODOLOGICAL
COMMENTARY PROBLEMS WITH THE
A ttractive sources are not necessarily the most influential ­ Research HOVLAND-YALE APPROACH
on product endorsement (see pages 228-229) suggests that celebrities are not as Much of the early research carried out
effective as we might imagine, given the predictions of the Hovland-Yale model. by Hovland et al. to develop this model
O'Mahony and Meenaghan (1997) found that celebrity endorsements were not used students and army personnel.…read more

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New references
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