Exam 3 Study guide - CHAPTER 14: MEDIA RESEARCH Public...

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CHAPTER 14: MEDIA RESEARCH Public Opinion Sampling o The surveying industry Nielsen Arbitron Gallup Pew Harris o Probability Sampling Sample size Sample selection Margin of error Confidence level o Quota Sampling o Evaluating surveys How many interviewed? When was the poll taken? Who paid for the poll? Sampling error? Question wording? o Latter-day straw polls Measuring Audience Size o Newspaper and Magazine audits Circulation Audit Bureau of Circulation o Broadcast ratings Nielsen Media Research
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o Audience measurement techniques Interviews Diaries Meters People meters Portable meters o Internet audience measures Media Metrix o Multimedia measures Anytime anywhere media measurement o Criticism of Ratings Broadcast ratings council Discrepancies Slanted results Sample selection Hyping Respondent accuracy Zipping, zapping, and flushing o Focus groups Dozen or so induviduals questioned by a moderator o Galvanic skin checks Measure pulse and skin reactions o Prototype research American research institute A few issues or programs are tested before launch o Demographics o Cohort analysis
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Generation X Baby Boomers Post War Generation World War II Veterans Depression Survivors o Geodemographics Prism o Psychographics VALS Applied and theoretical research o Media-sponsered research Technological research Policy analysis Opinion surveys o Mass communication scholarship Effects studies Process studies Uses and gratifications studies Content analysis CHAPTER 15: MASS COMMUNICATIONS Types of communication o Intrapersonal communication Private thoughts o Interpersonal communication Two or more people physically or emotionally connected o Group communication
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Reduced intimacy o Mass Communication Accomplished through a mass medium o Mass communicators People who produce the messages carried by mass media o Mass messages News, movies,novels, recorded songs o Mass media Vehicles that carry messages o Mass communication Process through which messages reach the audience via mass media o Mass audiences o Role of communication models Create afacsimile of theprocess to aid understanding o Basic model Claude Shannon and Warren Weaver o Narrative model HaroldLasswell Who says what? In what channel? To whom? With what effect? Fundamentals in the process o Stimulation Emotions, senses o Encoding Translating thoughts into symbols o Transmission Sent face-to-face or via media o Decoding
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Translating a symbolic message o Internalization Making sense of a decoded message Players in the process o Gatekeepers Media people who influence messages en route o Regulators Non-media people who influence messages o Gatekeeper-regulator hybrids
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Exam 3 Study guide - CHAPTER 14: MEDIA RESEARCH Public...

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