CMAT 334 - Mass Media in Society
Dr. Darrell Newton
Paper Two: Independent Analysis - 100 Points
Purpose: The purpose of this exercise is to determine your ability to think analytically about media effects and related considerations.
Knowledge: You will need to engage with a total of three media effects theories as discussed in lecture, WebCT, PDF files and in chapters 1-5 of the text.
Procedure: Within this assignment, you are to discuss the effect a film, television program or cable show has upon a specific audience. I will evaluate you on how closely you follow directions and the strength of your argument and analysis. Within the paper, you are required to engage with the following issues:
1. Discuss how Cultivation and two other classic theories relate to the effects of the text upon a specific audience:
Social learning – Bandura
Associative Priming – Berkowitz
Selective Exposure - Cantor
Desensitization – Rabinovitch
Excitation transfer – Liebert and Baron
2. Discuss how your chosen media text relates to three of the four Uses and Gratifications models on pages 128 to 130.
Length/format: This second paper must be a minimum of five
full pages, double-spaced in a 10 point font. Use standard margins and writing
style. Use a minimum of six citations from the text using
Evaluation: Discussion and analysis of cultivation and two additional theories: 60% of your total grade
Discussion and engagement of the four Uses and Gratifications models: 40% of your total grade
Out of fairness to more punctual students, no late papers will be accepted.