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14 terms

Chapter 2: Media Impact Self Quiz Questions

STUDY
PLAY
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