Quiz 3 In Class Recitation Notes

Quiz 3 In Class Recitation Notes - Quiz 3 recitation notes...

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Quiz 3: recitation notes Mass society theory mass media form’s society’s opinions; individuals receive the media and are affected Limited effects theory mass media doesn’t hugely affect the masses; people form opinions based on the opinions of leaders Survey research methods – advertisers interested in using this to develop ads Also funded by universities, foundations 1940-1950, Lazarsfeld, Hovland were the main researchers of the limited effects theory, researched by doing careful studies and by surveying graphs of people (a few hundred) Paradigm shift change in the theoretical models that dominate change in research common assumptions that aren’t questioned change in method – in the way you do research Middle range theory (1957) Made up of empirical generalizations based on data “theory should never be too far removed from data” more specific conclusions based on data, believed that a scientific model looking at behavior will allow us to make innovations Opinion Leaders Act as ‘gatekeepers’ – screen info and pass it on to others in a way that will persuade others to share their views Almost becomes like a type of media, an information source that is filtering data Opinion Followers
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Those others who are being affected. Opinion leaders and followers is a two-step process 1943 study Lazarsfeld and Mills: opinion leaders exist at every class level flow of influence is horizontal rather than vertical rich people affect rich people and poor people affect poor people Consumerism – fashion, writers, etc. Limitations 1) Surveys only measure how people report their use of media 2) Doesn’t actually take into account the content in the 3) media…the individual messages themselves, only looks at how much people consume media 3) Doesn’t take into account variables like gender, age, social status, etc. because it uses homogenous samples 4) Types of information can dictate whether it is 2-step or more steps 5) people can change opinions within time period of survey process 6) omits anything not quantitative November 22, 2011 Media Effects: Reflections on Lazarsfeld and Merton, “Mass Communication, Popular Taste and Organized Social Action” (1948) or Reflections on footnote 6 in Chapter 1 of Personal Influence ... “It is important to note that some of these longer range effects which have barely been looked into promise to reveal the potency of the mass media much more than do “campaign” effects.” page 19 Lonesome ‘Gal: radio in late 40s and early 50s Program is broadcast in 58 markets and Jean King records 285 programs a week—a different one for each city. To get the proper "hometown atmosphere" she corresponds
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Quiz 3 In Class Recitation Notes - Quiz 3 recitation notes...

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