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The most common theme in studying media is search for the effects of exposure to mass communication. To the general public the major common about the media focus on its effects. The nature of this effects may be different from they can be direct, conditional or cumulative with different effects model. The output appears quickly and will be similar among the audience response. The crudest version of this effect model is the theory of uniforms effects, this model argues that individual in a mass society a perceive massages from media in the same fashion and react to them strongly and very similarly. Media messages are thus magic bullets piercing the mind of the populace. Such a view had some influence in studies of propaganda. Popular in the so called hypodermic needle model of the 1920’s were by media were thought to inject us with their venom. The assumption that media purveyors are evil though controllers who manipulate everyone in passive and a helpless population in a uniform way has not been a serious theoretical position among communications researchers for many years but is still implicitly assumed among some strident popular media bashing critics, who blame the media for most social ills. Indeed, a direct affects model is often implicitly held by members of the public critiquing media. With the conditional effects model the media can still have substantial effects, but only under certain conditions or for certain audience, a model selective effects based on individual differences different people perceive the same message differently and respond to in varying ways for example a violent TV program probably will not incite all of its viewers to go out and commit mayhem, but it may reinforce the already existing violent tendencies of a small sample of the viewers and slightly dell the sensitiveness of many others. Certain positive or negative aspects of media may effect exceptional children more than normal children.




Behavioral effects:

There are four general classes of measurable effects of media.  Probably the type most people think of first are behavioral, effects where somebody performs some behavior after seeing media model. This is the particular emphasis among proponents of social cognitive theory although behavior may be conceptually the most obvious type of effect, it is often very difficult to measure and even harder to definitely attribute a casual role to the media even in tragic cases like a school shooting by a teen who had recently seen a similar scean in a movie, it is very difficult in either a legal or a scientific sense to demonstrate a cause and effects relationships between the teen seeing the movie and pulling trigger himself..


Attitudinal effects:

Attitudinal effects make up a second general class of media effects for example an add might make you think more highly of some product or some candidate, weather this attitude would be followed up by actual buying or voting behavior in another question for example- US and Japanese moviegoers viewing the anti GM documentary rigor and me showed a more negative attitude towards general motors’ in particular an d US business in general but effects on car buying behavior were less clear although attitudes consists of an intellectual components much of the psychological dynamic in attitude is emotional. Sometimes the intellectual and emotional components may be in consistent with each other, as when most US voters in 1984 disagreed with president Ronald reagons positions on issues, but re-elected him in a land slide because they liked him a and trusted him.


Cognitive component of the media experience:

The cognitive we see that there is a lot of involvement in attending , perceiving, comprehending, interpreting and remembering materials. These things on an counter through media. cognitive may be in the process of language, it may be written or spoken or it may be filmed stills of moving pictures or sometimes the combination of both we see often in the television or film, language and pictorial synchronization but sometimes they occur shortly there are seven different aspects of media cognition which starts from attention. the author says that how much a person gives attention to certain things like television, films, newspaper, internet .we go to different website page and do not stick only to that information but we even click on other link because we do not get complete information. We see that study of television, film or internet is how much attention viewers pay to certain scene. Many of the films example the TV is often on when it is receiving less attention from the total viewers. Research studying says that the people watching television has found that the typical adult or children of various ages attend the TV programs to 70% of the time it is kept on (Anderson & burns , 1991; Anderson & Fichal 1991; Anderson & Kenkorian, 2006;Schmitt Woolf & Anderson,2003) It is depending on the time and the type of the programme the individuals watch. In terms of filmed entertainment lot of changes has been made with the intention towards development of modern concept. Movie scenes are filmed but not finalized on the spot. It is later been edited with the multiple options presenting to the spectators at a better way making a fine coherent story. Usually we often see that at person wearing certain things like jewels is not seen in the next scene of the clip because most of the time they edit the films and make sure that it is unnoticed by the viewers since We do not notice the minor background error and the subtle corrections in the movie, this makes the film to be more effective and continuous. Although, it has been primarily with television where attention is also important issue with implementation of various information technology applications. Similarly all other medias like movies and theatre , television entertainment involves the social convention of the  “Willing suspension of disbelief” we see that most of the characters are made to involve in such a manner that people often tend to believe it more and in the real life also those actors tend to be seen in the same character. This happens mostly in serials than in films. Films are terminated in 3 hours show but serials are dragged like chewing gum. Emotional components of the media experience where empathy is the ability of understanding what one feel towards someone else, it may be the feeling seen through emotional identification and it is very important in media for enjoyment. We enjoy more if we are deeply involved in the movie, we enjoy the game by seeing if we really played it before


and we tend to think that we could have played it better. We generally know more of what is going on than they do or we even know that the bad guys is just around the floor waiting to stamp him. However the audience runs of sporting events on almost non assistant, win as audience respond for comedies. being loyalty to the show and being empathy and degree of possessiveness intuition with the crucial factors empathy is composed of both cognitive and emotional components. Empathy involves the ability to take the perception of others where as emotional empathy involves a readily response at the purely emotional level. Suspense is usually characterized as on expensive of uncertainty whose properties can vary from noxious to pleasant. The suspense that we feel as a adventure makes us to think ourselves to analyze the situation and dream about it by ourselves for example if there is a slight hope to escape we have to think it and see that we tend to think it and see that it is very absolutely certain in reality there would not be any suspense. Suspense is also been highlighted by the omnificent status of the viewers. To attract viewers they do such acts like  suspense the fact that both are made of suspense. An important conformation have this conference as a person interacts with the task of the medium  to create the emotional experiences of suspense. We can see that most of the comedy and funny part of the film is not extended very much as the main story of the movie will lose its importance most comedy involves some sort of incognivity, inconsistency or contradiction which is known as the punch line of the joke. There are 3 stage model of humar, beginning with the step up throw some incognivity and finally a resolution of that incogniviety the best jokes offer some intelectal challenges. The another important aspect in understanding media humar is the psychodynamic motion of catharsis, the emotional release of tension we feel reflaxed when any humor things happen. humor is often seen as a healthy and socially acceptable catharsis is often involved to explain why proper appropriate racist , ethnic or sexual jokes ( Schule & Dubois 2006) sometimes the pleasure watching with others may unhome our enjoyment. Or we may enjoy it more with our groups. Even the people who says jokes is also important. There are different individuals where the peoples feel funny through jokes others prefer physical or pratical jokes still other prefer sexual or ethnic jokes . all these factors have a impact on the moral monitor.



The behavior of a child is very much impacted to media  where a child pretend same thing as it is in the film or showed in the media  the impact of media is so much on an individual it tend to reflect on ones behavior, attitude and in their life they tend to follow as it is in the media





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