TEST 4 (Chapter 15) Flashcards
the mainstream tradition in mass communication research, it attempts to understand, explain, and predict the impact-or effects-of the mass media on individuals and society.
Media effects research
In media research, the approaches that try to understand how the media and culture are tied to the actual patterns of communication used in daily life; these studies focus on how people make meanings, apprehend reality, and order experience through the use of stories and symbols
Cultural studies
The study of propaganda’s effectiveness in influencing and mobilizing public opinion.
propaganda analysis
Typically call-in, online, or person-in-the-street nonscientific polls that the news media use to address a “question of the day”
pseudo-polls
An early model in mass communication research that attempted to explain media effects by arguing that the media figuratively shoot their powerful effects into unsuspecting or weak audiences; sometimes called the bullet theory or direct effects model.
Hypodermic-needle model
A mass communication research model based on tightly controlled experiments and survey findings; it argues that the mass media have limited effects on audiences, reinforcing existing behaviors and attitudes rather than changing them.
Minimal-effects model
The phenomenon whereby audiences seek messages and meanings that correspond to their preexisting beliefs and values.
Selective Exposure
The phenomenon whereby audiences remember or retain messages and meanings that correspond to their preexisting beliefs and values.
Selective Retention
A mass communication research model, usually employing in-depth interviews and survey questionnaires, that argues that people use the media to satisfy various emotional desires or intellectual needs.
Uses and Gratifications Model
A widely used research method that studies phenomena in systematic stages; it includes identifying a research problem reviewing existing research, developing working hypotheses, determining appropriate research design, collecting information, analyzing results to see if the hypotheses have been verified, and interpreting the implications of the study.
Scientific Method
In social science research, tentative general statements that predict a relationship between a dependent variable and an independent variable.
Hypotheses
In regard to the mass media, research that isolates some aspect of content, suggests a hypothesis,and manipulates variables to discover a particular medium’s impact on attitudes, emotions, or behavior.
Experiments
A social science research method for assigning research subjects; it ensures that every subject has an equal chance of being placed in either the experimental group or the control group.
Random Assignment
In social science research, a method of collecting and measuring data taken from a group of respondents.
Survey Research
A term used for research studies that are conducted over long periods of time and often rely on large government and academic survey databases.
Longitudinal studies
Observed associations between two variables
Correlations
in social science research, a method for studying and coding media texts and programs.
Content analysis
A theory within media effects research that suggests a link between the mass media and behavior.
Social Learning Theory
A media research argument that says that when the mass media pay attention to particular events or issues, they determine-that is, set the agenda for- the major topics of discussion for individuals and society.
Agenda-setting
in media research, the idea that heavy television viewing leads individuals to perceive reality in ways that are consistent with the portrayals they see on television.
Cultivations Effect
A theory that links the mass media, social psychology, and the formation of public opinion; the theory says that people who hold minority views on controversial issues tend to keep their views silent.
Spiral of silence
The theory that people believe others are more affected by media messages than they are themselves.
Third-person effect
in media research a method for closely and critically examining and interpreting the meanings of culture, including architecture, fashion, books, movies, and TV programs.
Textual analysis
Cultural studies research that focuses on how people use and interpret cultural content. Also known as reader-response research.
audience studies
