Lecture5+Studying+Media+Effects+4_CT

Lecture5+Studying+Media+Effects+4_CT - January 19, 2012:...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: January 19, 2012: Lecture 5* Scientific Methods in Media Effects Research Content analysis Experiment Survey Content Analysis Examining the presence, absence, or quantity of certain attributes of media messages that allegedly contribute to certain types of media impact Components of the research Unit of analysis Coding categories (coding scheme) defined dimensions; concrete hypotheses, specific Coding agreement (intercoder reliability) Independently code the same content, get together and see how closely the ratings match (need consistency) Communicate what went into accounts Strengths and Weaknesses of Content Analysis Strengths No impact on what is being studied Unobtrusive method Easier and economical to conduct a longitudinal study Investigating patterns in media content over long periods of time. (cant study long into future but can study information gathered in the past) Weaknesses Cannot establish effects: observation based, not able to say for sure or apply Experimental Method- gathering data under specific conditions allow us to make causal claim Gathering data under controlled conditions Violent TV Aggressive behaviors? Difference between Sesame Street vs. Superman Cartoon Sesame Street: Puppets interact with real people, always on the same street, song and dance Superman: Linear narrative, in the city ONLY ONE difference between what were exposing people to (presence/absence of violence) Example: Same TV show, but one has + violence (same setting, characters, relation to show) constant Subjects Violent TV Nonviolent TV Aggression? Aggression? Difference? Experiment Randomization (random assignment) Makes the groups in an experiment (equivalent) just prior to their exposure to the experimental manipulation....
View Full Document

Page1 / 26

Lecture5+Studying+Media+Effects+4_CT - January 19, 2012:...

This preview shows document pages 1 - 6. Sign up to view the full document.

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