By Richard Jackson Harris
With this fourth variation of A Cognitive Psychology of Mass verbal exchange, writer Richard Jackson Harris maintains his exam of the way our stories with media impact the way in which we gather wisdom in regards to the international, and the way this information creates
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Example text
Whether one’s peers and parents smoke is a better predictor of whether a teen will start smoking than is exposure to tobacco ads. None of this is surprising, however. Personal long-term influence has long been known to be highly influential on all sorts of behavior. Just because media are not the source of the strongest effects, however, does not mean their effects are trivial. In fact, there is good reason to believe that scientific studies may underestimate media effects, especially for very dramatic types of media.
Whether one’s peers and parents smoke is a better predictor of whether a teen will start smoking than is exposure to tobacco ads. None of this is surprising, however. Personal long-term influence has long been known to be highly influential on all sorts of behavior. Just because media are not the source of the strongest effects, however, does not mean their effects are trivial. In fact, there is good reason to believe that scientific studies may underestimate media effects, especially for very dramatic types of media.
Time shifting, which enables viewers to tape TV shows and watch them later while fast-forwarding through the ads, has encouraged new creativity in the ad industry in an attempt to produce ads that viewers will be reluctant to fast-forward through (Harvey & Rothe, 1986; Yorke & Kitchen, 1985). There are also increasing attempts to create ads whose highlights can be noticed while fast-forwarding. It is no accident that the ads have come to look more like the programming, using artsy montage and cinema verité techniques.
