Gatekeeping: Research

Question 1

Explain gatekeeping and research

Answer 1

can use research to find out if a product or work is good (such as through surveys and focus groups)

Question 2

Paul Lazarsfeld role

Answer 2

-inventor of quantitative sociology, who pioneered survey research
-collaborated with the pscyhologist Frank Stanton to invent the Little Annie (i.e. dial testing)

Question 3

Dial testing

Answer 3

box with a dial that the user turns to the left or right based on whether or not they like something in order to meausure responses to media

Question 4

Implications of dial testing

Answer 4

-still used to this day for tv, film, and radio
-created a precident for a rationalized and quanititative way of looking at the media

Question 5

Call-out testing

Answer 5

panel of listeners hear a five second clip of a song and rank how much they like it on a scale of 1-5

% of people who hate it is the burn rate

song won’t be played if the burn rate if over 20%

Question 6

Focus Groups

Answer 6

exposed to a pitch and provide their thoughts