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Media and Culture Chapter 15
Terms in this set (26)
media effects research
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
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.
the study of propaganda's effectiveness in influencing and mobilizing public opinion
typically call-in, online, or person-in-the-street nonscientific polls that the news in media use to address a "question of the day."
an early model in mass communication research that attempts 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.
a mass communication research model based on tightly controlled experiments and survey findings; it argues that the mass meia have limited effects on audiences. reinforcing existing behaviors and attitudes rather than changing them.
the phenomenon whereby audiences seek messages and meanings that correspond to their preexisting beliefs and values.
the phenonmenon whereby audiences remember or retain messages and meanings that correspond to their preexisting beliefs and values.
uses and gratifications model
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 for intellectual needs.
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.
in social science research, tentative general statements that predict a relationship between a dependent ariable and an independent variable
in regard to mass media, research that isolates some aspect of content, suggests a hypothesis, and manipulates variables to discover a particular medium's impact pn attitudes, emotions, or behavior.
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 of the control group.
in social science, a method of collecting and measuring data taken from a group of respondents.
a term used for research studies that are conducted over long periods of time and often rely on large government and academic survey databases.
observed associations between two variables.
in social science research, a method for studying and coding media texts and programs.
social learning theory
a theory within media effects research that suggests a link between the mass media and behavior.
a media-research argument that says that when the mass medua pay attention to parrituclar events of issues, they determine - that is, set the agenda for - the major topics of discussion for individuals and society.
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.
spiral of silence
a theory that links the mass media, social psychology, and the formation of public opinion; the theory says that people who hold minority views in controversial issues tend to keep their views silent.
the theory that people believe others are more affected by media messages than they are themselves.
in media research, a method for closely and crititcally examining and interpreting the meanings of culture, including architecture, fashion, books, movies, and TV programs.
cultural studies research that focuses on how people use and interpret cultural content. Also known as reader-response research.
political economy studies
an area of academic study that specifically examines interconnections among economic interest, political power, and how that power is used.
those areas or arenas in social life - like the town square or coffeehouse - where people come together regularly to discuss social and cultural problems and try to influence politics; the public sphere is distinguished from governmental spheres, where elected officals and other representatives conduct affairs of state.
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