Media Effects Flashcards
Social Science Research
Study began in the social and behavior sciences in the 1920’s.
Magic Bullet Theory
The media has a direct, immediate, and powerful effect on a uniform nature on those who attend to it.
- used during WWI
- Played upon emotions
Payne Fund Studies
First large scale scientific effort to assess the effects of a major mass medium.
- 13 studies of movies in late 1920’s
- 50 Ohio communities
2 Payne Fund Studies
1) Assess the content of the films
2) Assess the effects on audience
Several Payne Effects to Study
1) Aquisition of information
2) Change in attitudes
3) Stimulation of emotions
4) Harm to health
5) Erosion of moral standards
6) Influence on conduct
Herbert Blumer findings
Children and teens copied behaviors of people on screen. However contained no statistical backing
War of the Worlds
Aired on Halloween 1938 over Columbia Broadcasting System at Mercury Theatre
Study by Hadley Cantril on War of the Worlds
Personal survey in New Jersey.
- 135 subjects interviewed
- 107 badly frightened
- 28 not frightened
Leni Riefenstahl
German film director for Nazi propaganda film “Triumph of the Will”
Frank Capra
Directed “Why We Fight”
Study by Wilbur Schramm, Jack Lyle, Edwin Parker
Developed concept that children use television, television doesn’t use children
Study conducted in U.S. and Canada included
6,000 children, 1,500 parents, teacher and school officials
U.S. and Canada study found…
viewing increased with age, watched for escapism, accelerated intellectual ability
Legacy of Fear remained due to
- increase in crime
- Civil Rights Movement
- Women’s Rights
- Juvenile increasing
Albert Bandura’s “Bobo Doll Study”
1961 examined if aggressive behavior could trigger violence in children
