Chapter 2: Media Impact Self Quiz Questions

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When people became concerned about media

started in the 15th century, priests concerned about printed Bibles corrupting society

When systematic research into media effects began

1929 with the Payne Fund Studies

Why the Payne Fund studies were important to the development of media research

established media research as a serious form of scientific inquiry; had considerable political influence; were instrumental in developing public support for 1930 motion picture promotion code

What the Invasion of Mars study tells us about individual differences

showed the differences within an audience and how those differences might allow the same message to have different effects on different people

primary findings of peoples choice study

the media reinforces and strengthens existent attitudes, not change peoples minds

how the American Soldier studies affected American education

found that the less educated soldiers were easier to sway with propaganda techniques than higher educational attainment

difference between applied research and academic research

applied research is devoted to practical, commercial purposes

Marshall McLuhan and why he is important to the study of media

Canadian professor who said it was the nature fo the comm. technology itself, rather than the content that was carried on it, that changed society in radical ways; came up with the idea of a global village

the major findings concerning television violence

violence was depicted unrealistically on TV; misrepresents who would be involved in violent acts; in real life most violece is between friends & family, TV is between strangers; most programs showed some harmful violence that desensitized children

what flow theories tell us about the process of mass comm

mass comm is complex, and there is no general, simple answer to how media affect behavior

theories that have derived from the social science perspective

Social learning, individual differences, cultivation, agenda setting, uses and gratifications

Social science vs. cultural approaches to media research

social science is based on lab experiments and content analysis, cultural approaches are close readings of messages in mass media

theories that have derived from the cultural perspective

gender analysis, political/economical analysis

limitations of social science research

conflicting interpretations, causation and correlation

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