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’
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2
Q

surveys

A
  • Purpose: explain individual differences or changes
  • random sampling
  • standardized interview questions
  • in ‘natural setting’
  • self-reported data
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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
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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
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5
Q

content analysis

A
  • Systematic observation and analysis of media content

- **Describes media content only

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