Comm 101 How We Study Mass Media

Comm 101 How We Study Mass Media - How We Study Mass Media...

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How We Study Mass Media Campbell Media Effects o The dominant approach in the U.S. o Government, privately funded research o Individual effects: understand, explain, and predict o Scientific method: applied research (experiments, surveys) o methodology: data collection and numerical measurement o impact of violent media on children and teens studies the impact of violent media often linked to industry and politic o Characteristics Objectivity, reliability, and validity Work with hypothesis General statement that predicts the relationship between two variables Experimental design Isolating some aspect of content and manipulating variables to discover the media’s impact on attitude, emotion, and, behavior. Survey research Collecting and measuring data, political campaigns Content analysis Method of collecting and measuring data taken from a group of respondents to show correlations o Beginnings Propaganda Analysis Effects of war propaganda during WWI
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This note was uploaded on 06/26/2008 for the course COMM 101 taught by Professor Jacobs during the Winter '07 term at University of Michigan.

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Comm 101 How We Study Mass Media - How We Study Mass Media...

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