Course Details
Country:
Germany
Institution:
University of Mannheim
Course Title:
The Age of Tailored Communication? On the differentia of Media Effects in the Online World
Course Number:
MKW 434
Course Description:
The class will review classical as well as more recent research on factors that help explain why media effects occur differently among different individuals or under dferent (situational) circumstances. These factors include (but are not limited to) personality, attitudes, individual preferences and habits, media perceptions, influences of the social environment, social identity, cultural norms, or short-term states such as emotional arousal. Students will form a number of working groups that concentrate on a self-selected aspect from that list (or beyond) and keep working on this aspect throughout the term. In a first step, all groups will review extant literature on how their respective factor moderates media effects in general. In a second step, we will adapt these results on the new algorithmic media environments of web 2.0. Ultimately, we want to arrive at an estimate of how different moderators of media influence could be utilized by targeted strategic communication in
Language:
English
Approved Equivalent:
COMM 396
Course URL:
https://portal2.uni-mannheim.de/portal2/pages/startFlow.xhtml?_flowId=detailView-flow&_flowExecutionKey=e4s4
Attachment Files:
