Social Scientific Perspective Flashcards
1
Q
Mass Media: hypodermic needle hypothesis
A
- also called ‘magic bullet’
- implied mass media had a direct, immediate and powerful effect on its audiences
- After publication of “The Invasion of Mars” (radio) not everyone panicked
- Because.. Religiosity, lower education, low attention/critical ability etc. ‘skepticism’ or ‘media literacy’
2
Q
surveys
A
- Purpose: explain individual differences or changes
- random sampling
- standardized interview questions
- in ‘natural setting’
- self-reported data
3
Q
experiments
A
- Purpose: to uncover and isolate the effect of some phenomenon
- Ex: What is the effect of aspartame in causing cancer?
- Controlled lab settings
- Treatment before effect measures
- ***Measures causal effect of media
4
Q
field observations
A
- Direct observations and in-depth interview at site of social activities
- Activities, relationships embodied, participants’ accounts, material artifacts
- ***Qualitative observation in natural habitat
5
Q
content analysis
A
- Systematic observation and analysis of media content
- **Describes media content only