Lecture5+Studying+Media+Effects+4_CT

Lecture5+Studying+Media+Effects+4_CT - Lecture 5 Scientific...

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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. (can’t 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 we’re 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....
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Lecture5+Studying+Media+Effects+4_CT - Lecture 5 Scientific...

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