Chapter 15 Flashcards
What is media effects research?
attempts to understand, explain and predict the effects of mass media research on individuals and society
What are Cultural Studies?
how people make meaning/ groups in society use media to articulate their interests
What did Walter Lipman’s Liberty and the news call for?
Journalists to operate more like scientific researchers
Talk about propaganda analysis?
Now referred as half truths and manipulation
What did a Washington poll find out in in 2013?
63% of Americans were already in favour of granting marriage licenses to same sex couples
What is the view on public opinion research?
How the mass media have filtered information and shaped public attitudes. Use opinions polls or citizen surveys
When are opinion polls particularly effective?
During political elections
What are pseudo polls?
call-in, online not serious
What is social psychology studies?
Behaviour and cognition of individuals
What did the Payne Fund study?
the growing national concern about effects of motion pictures- linked to juvenile delinquency/promiscuity and anti-social behaviors
Give an example of popular old film?
the little caesar-1930- gangster rico bandello- sexual themes and profanity
what was research into children linked with aggression?
children wired with electrodes- measuring skin responses- teenagers reacted most to sexual themes
What is marketing research? and give examples
Surveys on consumer buying habits. Radio stations, advertiser and large stations subscribed to ratings services
What is the PTC? and examples of shows which received red light?
Parents Television Council- want to restore decent back to television. Big Bang theory and AGT
What is the hypodermic needle model?
Fearful of popularity of film and radio e.g. powerful media affects weak audiences e.g. Nazi propaganda
What is the minimal effects Model?
Media alone cannot cause people to change their attitudes and behaviours.
What is Selective Retention and Selective Exposure?
People listen to what is familiar to them. Mass media reinforce behaviours and attitude rather than change them
Who argued against the hypodermic needle model?
Hadley Cantril
What is the Uses and Gratification Model?
how people use the media to satisfy various emotional/intellectual needs
- seen need for authority figures elevated or toppled
- a need for drama
What happened in 1952?
Bwana Devil screening 3D colour length film, appeal of going to the movies
Why is the uses and grat theory fail?
Did not move in other directions= not a dominant theory
The two ways of conducting media effects research?
Private research- for businesses
public- takes place in government and academic settings
What does the scientific method rely on?
Objectivity, reliability and validity
What are the 5 steps of the media literacy and critical process?
Description Analysis Interpretation Evaluation Engagement
