Chapter 03-Mass Communication Effects

Chapter 03-Mass Communication Effects - Chapter 3 Mass...

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Chapter 3 Mass Communication Effects
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Quiz on Media Effects and Theory
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Answers to quiz Remember to put your name on the paper. Mandy must record a zero for papers without a name on them.
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Quantitative Research Application of numerical measures to help us understand behaviors Replicable experimentation Scientific method Examples: Content analyses Surveys Viewership Problems Human characteristics Some things cannot be discovered using scientific methods
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Scientific Method Ask and define the question. Gather information and resources through observation. Form a hypothesis. Perform one or more experiments and collect and sort data. Analyze the data. Interpret the data and make conclusions that point to a hypothesis. Formulate a "final" or "finished" hypothesis.
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ScienceBuddies.com
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Qualitative Research Largely non-numerical Seeks to capture meanings for behavior Provides greater depth in understanding Examples: Ethnographies Participant observation (avoid “going native”) Focus groups
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Powerful/Direct Effects Model Walter Lippmann - Believed we see the world as “pictures in our heads” “Hypodermic Needle” or “Magic Bullet Theory” Assumes people are passive and absorb everything they see and hear
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Limited Effects Model Lazarsfeld - how people develop their campaign opinions Two-Step Flow of Information Opinion Leaders Multi-Step Flow of Information Agenda Setting
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Katz and Lazarsfeld’s Two-step flow
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Multi-Step Flow Diffusion of Innovation
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This note was uploaded on 03/26/2012 for the course COMMS 101 taught by Professor Lisaswenson during the Fall '11 term at BYU.

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Chapter 03-Mass Communication Effects - Chapter 3 Mass...

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