Chapter 14 MASSCOM

Chapter 14 MASSCOM - • Longitudinal studies compared old...

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Chapter 14 Notes 1. Early media research methods o Media effects research: understand media on society o Cultural studies: how people make meaning o Propaganda analysis: control of opinion through symbols, stories, reports o Public opinion research: surveys Provide insight on behavior and social differences Pseudo polls: bad, “question of the day” o Social psychology studies: measured behavior and cognition of individuals o Marketing research: companies conduct surveys on consumer buying tactics 2. Research on media effects o Early theories of media effects: help predict human behavior Hypodermic needle model: powerful media effecting weak audiences Minimal effects model Selective exposure : people expose themselves with what they know Selective retention : holding info they already know Use and gratification model: saw how people use media emotionally 3. Conducting media effects research o Scientific method: relied on objectivity, reliability, and validity Experiments Survey research: collecting and measuring data
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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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Chapter 14 MASSCOM - • Longitudinal studies compared old...

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