EXAM 1 GUIDE - EXAM 1: Pre-Chapter One: Basics of what is...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
EXAM 1: Pre-Chapter One : Basics of what is and isn’t considered “original research” regarding this course: o RESEARCH IS: answering clearly defined questions , by collecting and interpreting original information in a systematic and replicable manner, to make conclusions that build on existing knowledge and suggest how future research can continue to advance knowledge. o RESEARCH IS NOT: gathering information (eg- reading in the library); rearranging existing facts (eg – writing a report from books); making an argument or piling up support for a cause, claim, or persuasive goal. Basic steps of the research process: o [Diagram] o What is Research? An attempt to discover something Daily routine (informal/formal) Analyze, test, and evaluate A process employed to answer questions Research, whether formal or informal, always starts with a question Chapter 1 : [ Science and Research ] o Phase 1 : The medium itself; What is it like? What does it do? (Internet, TV, Newspaper) o Phase 2 : Uses and Users of the medium; entertainment? Do adults use it? Do children use it? (Who? Why?) o Phase 3 : Effects of the medium; What are the effects of violent video games on viewers? (Social, Psychological, Cognitive, Affective, Behavioral) o Phase 4: How the medium can be improved (Pro-social, informative, entertaining, profitable) how are they related to one another? In reality, the phases are not linear: once a medium is developed and established, research may be conducted simultaneously in all four phases. Ex) although television has been around for decades, researchers still continue to investigate the medium itself, the uses of TV, effects, and improvements. Fifth “related” phase [In private research]: How can the medium make money? Basic understanding of the history of mass communication research and key figures: o Growth of Mass Media Research How can the media be used to influence people? Doesn’t take into consideration independent variables; people respond to things all the same way -- Post-World War I: Newspaper, print, film propaganda Hypodermic Needle/Stimulus- Response – Direct effects: Harold Lasswell (psychology): Nazi Propaganda Paul Lazarsfeld (sociology): Audiences, industry Kurt Lewin (physics/social psych): Interpersonal Hovland (social psych): WWII PR, message campaigns
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Wilbur Schramm (journalism): Cross-cultural **not tested on people** -- 1950s, 1960s – ADVERTISING – growth of media departments -- Concern about social effects (pro- and anti-) Children’s socialization - (ANTI social effects) children may be more easily persuaded; they say children under the age of 2 shouldn’t watch television” - (PRO social effects) anti-drug ads Basic understanding of what changes in the mass media brought about increasing need to conduct media research: o Increased competition, demassification, fragmentation
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 09/15/2011 for the course COMM 2124 taught by Professor Ivory during the Spring '11 term at Virginia Tech.

Page1 / 10

EXAM 1 GUIDE - EXAM 1: Pre-Chapter One: Basics of what is...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online