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Unformatted text preview: Longitudinal studies: compared old and new Correlations: associations between both variables Content analysis: coding and measuring media content o Conducting media effects theories Social learning theory: attention, retention, motor reproduction, and Motivation o Agenda setting Idea that when mass media focus on particular events, it sets the agenda for individuals and society o The cultivation effect Heavy viewing of TV leads to people perceiving the world in ways that are consistent with TV portrayals. Society is cultivated by TV o Spiral of silence: people who believe their views on controversial topics are in the minority wont speak up to voice their opinion o Evaluating research on media effects Easy to blame social cause for real world violence Fewer studies exist for communities o Media research and democracy Jargon alienates those who are nonacademic...
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- Fall '06