April 2 Notes. - Chapter 13. The Effects of Mass Media....

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Chapter 13. The Effects of Mass Media. Methods For Studying Media Effects. o Experiments: Social Psychology (+) o Cause/effect can be monitored (-) o Artificial setting. o Qualitative, quantitative. Surveys: o Deductive method (+) o Allows for tracking trends (-) o Predetermined criteria. o Results are quantitative. Focus Groups: o Inductive method (+) o Allows for emergent analysis (-) o Moderator control. o Topics limited. o Results re qualitative. Content Analyses: o Explains occurrence (+) o Does not explain content or impact (-) o Results are quantitative. Textual Analysis: o Goes beyond surface analysis (content) and looks at implications, ideologies, etc. (+) o It is dependent on theorist/interpretation (-) o Qualitative. Ethnographic Studies: o Inductive, long term field work, emergent data (+). o Field situation not generalizable. o The fieldworker has overarching authority. o
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April 2 Notes. - Chapter 13. The Effects of Mass Media....

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