Media Effects: An Analysis of Descriptive, Experimental, and Survey Approaches - Prof. Ron, Study notes of Communication

Download Media Effects: An Analysis of Descriptive, Experimental, and Survey Approaches - Prof. Ron and more Study notes Communication in PDF only on Docsity! Com 275 Exam 1 Study Guide Lecture 1, Chapter 1 1. Inferential Statistics – 2. Models offer a graphic means of explicating an abstract process such as communication. a. Linear Model  Based on principles of stimulus response psychology b. Interactive Model  Feedback and exchange c. Transactional Model  Describes information giving and receiving. Also emphasizes how messages are formulated, exchanged and interpreted. Focused on meaning exchange. 3. Lasswell’s Model “Who… Communicator Control Says what… Message Content In which channel… Channel Medium To whom… Reciever Audience With what effect? Effect Effects 4. Theory- 5. Content Analysis a. Asses what is presented in media b. Purely descriptive – No evidence of media effects c. How to do it  get a sample  coders assign messages to categories d. Outcome  tells us how much of something we have  frequency or magnitude  tells us how content differs  medium source 6. Experiments Pros Cons Describes what on Incomplete picture helps identify areas of interest/ concern no evidence a. Designed to assess casual relationships b. Classic Experiment  Random assignments  manipulation of key variable c. Laboratory Experiements 7. Surveys a. Assess the measurable characteristics of a naturally occurring population. b. Goals  Describes characteristics of population  To establish associations or relationships between variables c. Survey Research Lecture 3, Chapter 2 1. Mass Communication is… a. Large scale distribution and reception process b. one direction information flow c. impersonal source and anonymous receiver d. Asymmetrical source – receiver association, (organized powerful source) e. Market exchange (economic) relationship f. Standardized message content 2. Payne Fund Studies – 1st major research a. Serious of studies commissioned to examine content, audience and effects b. The studies do not really show uniform effects  Many still saw the overall effect strong  evidence of magic bullet 3. Magic Bullet Theory a. Perspective of much early research b. people are socially isolated c. have uniform instincts d. not influenced by social ties e. The Theory says…  Human nature and isolation = similar reception and interpretation f. Symbolic bullets  Media strikes every eye and ear  Direct, immediate, powerful and uniform effects. 4. Trends leading to a modern society Pros Cons Criteria for causality Artifact setting (may affect behavior) Researcher control Experimental Bias Low cost Easy to replicate Pros Cons Generalizability Criteria for causality Good for description Poor data quality (self report) a. Media’s role in providing knowledge b. Mediation creates relationships with objects not directly known  Provides versions of events not directly experienced  Creates “contacts” with actors and politicians, not otherwise accessible.  Cultivates particular perceptions of people, places and events c. Media perform various roles expressed as metaphors d. media do NOT have monopoly on indirect experience 3. Types of Theories of Media Society Relations a. Macro – larger social setting b. Media institution theories – media as an organization c. Audience theory – audience use of media 4. Mass Society Theory a. Corresponds to the “dominance” model of media power b. Media controlled by dominant elite c. produces standardized content promoting own interests d. Strong influence on audience 5. Marxist Theory a. Middle ruling class controls media b. media and other social institutions operate in owners interests c. media create a false consciousness among working class d. middle/ruling class monopolize media to prevent political opposition 6. Functionalism Theory a. society is composed of interdependent institutions  All respond and contribute to needs of society b. Media contributes by  promoting order, control  maintain and transmit culture, norms and values  reducing tension by providing entertainment 7. Critical Political-Economic Theory a. Media economics and technology concentrate ownership b. results in commodification of content and audiences  diversity of available information decreases  oppositional positions become marginalized c. Public interest is subordinated to private interests 8. Modernization and Development Theory a. Media can promote modernization and development  particularly in developing world b. media can disseminate  skills and technical know-how  progressive work ethics  democracy c. media can aid educational, health, welfare programs 9. Technology Determinism Theory a. Social change is direct result of communication technological innovation b. The form, the content or use of each new technology is biased c. This bias influences social structure d. Communication revolution leads to social change 10. Information society theory a. New communication technology promotes social change characterized by:  an economy based on the production of information as a commodity  The prominence of information related occupations  A greater volume of information flow  Integration and convergence of activities (an information society) Lecture 6, Mass communication and culture 1. Major perspectives of mass communication research a. social scientific b. culturalist 2. Cultural Theorists a. The notion of a mass culture b. questions of gender and subculture c. the role of new technology d. political-economic issues  Commodification – Turning something into a product with face value  Commercialization – Something is profit driven  Hegemony – The ability of mass media to covertly spread an ideology. 3. Technology and Culture a. Media logic b. Cultivation – media unconsciously shapes our belief c. global culture d. Post modern culture – No originality, only copies of what has already been done. 4. Normative theory a. Value judgments concerning how media ought to operate b. Early notions on informational media. 5. 5 Categories central to the media society debate a. Ownership – should be plurality b. Order – should assist in the maintenance c. Expectations – should be fair, accurate and complete d. Values – should support dominant values of society e. Rights – should respect the rights of individuals 6. The “Fourth Estate” a. Based on the theory of the free press b. Right to publish free of censorship essential for a democracy c. Theory of Social Responsibilities  ownership of media is a public trust  press must be truthful, accurate, and objective  press should be free but self regulated  Government should intervene only to protect public interest. Lecture 7, Media organization in its context 1. Organizational structure and media content a. Structural features (size, function, organization) influence organization conduct, performance nd product. b. Organization practice and routines may influence media content, more than personal or ideological factors. 2. Conflicting influences on organizations and individuals a. constraint vs. autonomy b. routine production vs. creativity c. commerce vs. art d. profit vs. social purpose e. Three hypothesis that content is influenced by  media workers attitudes and socialization  media organizational routines  social institutions and forces 3. Relations with Pressure and Interest groups a. Evidence shows that outside agencies can influence content when…  commercial interests are threatened  bad publicity is feared 4. Relations with owners and clients a. Proprietor influence  media owners tend to set broad lines of policy b. The influence of advertisers  rarely slant news, more often try to suppress  media producers veer towards self censorship 5. Relations with Audience a. Audience is not a salient concern to some content creators  hostility to the audience  alternative view of audience need  insulation and uncertainty  dated images of audience 6. Relations shaped by internal structure and dynamics a. Division exists within the organization - *conflict between creativity and commerce b. Results in creation of different work cultures  some professional or creative  some utilitarian or business Lecture 8, Media Content 1. Critical Perspectives on media content a. Critical analysis of media  ability to fulfill intended functions  domination of media establishment b. Marxist approach  media contains images favorable to the ruling class  audiences uncritically \ 2. Dominant vs. Alternative paradigms a. dominant empirically oriented paradigm  objective  systematic  quantitive b. assumes content is encoded just like the reality it represents 3. Traditional Content Analysis