Comm 101. Exam Notes

Comm 101. Exam Notes - How We Study Mass Media Campbell...

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Unformatted text preview: How We Study Mass Media Campbell Media Effects o The dominant approach in the U.S. o Government, privately funded research o I ndividual 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 medias 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 Public Opinion Research Measure attitudes Social Psychology Studies Focus on children and teens (Bandura and the Bobo doll) Marketing Research To predict consumer buying habits o First Effects Models Hypodermic-needle Media shoots directly into unsuspecting passive audience 1920s Franklin Schools Minimal-effects Selective exposure to and retention of media messages Uses and Gratifications People use media to satisfy emotional or intellectual needs o Post-1960 effects models Social Learning Theory Observing, retaining, repeating behavior Agenda Setting Media tells us what to think Cultivation Effect Heavy viewing of television leads individuals to perceive reality in ways consistent with portrayals on tv Spiral of Silence Those whose views seem to be in the minority will keep their views to themselves o Cultural Studies as Response Cultural Studies Left wing orientation Stuart Hall Favored interpretive vs. scientific Empirical approach Textual Analysis Close reading of a film or text Audience Studies Active audiences give different readings to text Standardized research, group discussions Affected by social world Political Economy (Societal Effects) Who owns the studio? Are there major politics? Culture is Ordinary Raymond Williams Culture o Both a whole way of everyday life and the forms of media that circulate within a society. o Can be used to mean a whole way of life as well as to mean the arts and learning National Culture o An arena for thinking about the problem of ordinary culture within societies where local, national, and global meanings circulate and collide Structures of feeling o Common culture that resonates across both the mixture of representations and the experience of living culture....
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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. Exam Notes - How We Study Mass Media Campbell...

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