MSB Chapter 14 - Campbellet.al Pp.474489 (i.e.Nazi...

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study questions and keywords Communication Studies 101 Campbell et. al,      Pp. 474-489     Hypodermic-needle model-  powerful effect of mass media on weak audiences (i.e. Nazi  propaganda) Minimal-effects model-  limited model  media alone cannot change people’s  attitudes/behaviors Selective exposure-  people expose themselves to the familiar Selective retention-  people retain messages that confirm their own values Uses and gratifications model-  response to the minimal-effects theory; studies how  people used media to satisfy various emotional or intellectual needs Scientific method-  blueprint used by scientists and scholars to study phenomena in  systematic stages; media researchers study the effect media has on learning, attitudes,  voting habits, etc…; relies on  objectivity, reliability, and validity 1. Identify problem 2. Review existing research/theories 3. Develop hypotheses or predictions 4. Determine method 5. Collect info 6. Analyze results 7. Interpret implications (conclude) Hypotheses-  tentative general statements that predict the influence of an  independent  variable on a dependant variable
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study questions and keywords Communication Studies 101 Experiments-  isolate some aspect of content; suggest a hypothesis; and manipulate  variable to discover a particular mediums impact on attitude, emotion or behavior Survey research-  collecting and measuring data taken from a group of respondents 
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This note was uploaded on 02/06/2011 for the course COMM 101 taught by Professor Jacobs during the Fall '07 term at University of Michigan.

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MSB Chapter 14 - Campbellet.al Pp.474489 (i.e.Nazi...

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