evaluating media

• SUPPORTING RE - support ROM in attitudes towards AB

  } Pechman + Fong-Shih (99) - 2 versions of same film > 1 smoking, 1 without

  - assess effect of portrayal of smoking on attitudes to smoking

  - w = more +ve attitudes to smoking + higher intentions to smoke

  - m plays role in attitudes towards A

  - cause + effect relationship

  C = doesn't show ppts are more likely to smoke because of media > just shows they had +ve attitude > lowers external validity
• ENVIRONMENTAL DETERMINISM - criticised

  - R implies > we're passive respondents to M > if it glamourises AB > we'll imitate it

  - ignores FW > may choose not to engage

  - negative view of HB + removes personal responsibility > blame A on environment

  C = make predictions
• INFLUENTIAL / +VE EFFECTS

  - ads / programmes show damaging consequences of A > acts as vicarious punishment + discourages viewers (public awareness)

  - +ve applications to help prevent A