COM 1000 Chapter 15: Media Effects & Cultural Approaches to Research

Media Effects Research

A major tradition in mass communication research, it attempts to understand, explain, and predict the effects of mass media on individuals & society and relies primarily on tools rooted in the scientific method.

Cultural Studies

In media research, an approach that tries to understand the complex relationship between media texts, the people who consume them, the institutions that produce them, the technologies used to create and distribute them, and the culture within which all the other factors exist.

Propaganda Analysis

The study of propaganda’s effectiveness in influencing & mobilizing public opinion.

Pseudo-Polls

Typically call-in, online, or person-in-the-street nonscientific polls that the news media use to address a “question of the day.”

Hypodermic-Needle Model

An early model in mass communication research that attempted to explain media effects by suggesting that the media figuratively shoot their potent effects into unsuspecting victims; sometimes called the magic bullet theory or the direct effects model.

Minimal-Effects Model

A mass communication research model based on tightly controlled experiments and surveys; it argues that people generally engage in selective exposure and selective retention with regard to the media; also known as the limited model.

Selective Exposure

The phenomenon whereby people expose themselves to the media messages that are most familiar to them.

Selective Retention

The phenomenon whereby people retain information that confirms the values & attitudes they already hold.

Uses & Gratifications Model

A mass communication research model, usually employing in-depth interviews to supplement survey questionnaires that argues that people use the media to satisfy various emotional desires or intellectual needs.

Scientific Method

A widely used research method that studies phenomena in systematic stages; it includes identifying a research problem, reviewing existing research, developing working hypotheses, determining an appropriate research design, collecting information, analyzing results to see if the hypotheses have been verified, & interpreting the implications of the study.

Hypotheses

In scientific studies, tentative general statements that predict the influence of an independent variable (the probable media cause) on a dependent variable (the thing being affected).

Experiments

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 effect on attitude, emotion, or behavior.

Random Assignment

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.

Survey Research

In social science research, a method of collecting and measuring data taken from a group of respondents.

Longitudinal Studies

A term used for research studies that are conducted over long periods of time and often rely on large government & academic survey databases.

Correlations

Observed associations between two variables.

Content Analysis

In social science research, a systematic approach to categorizing & measuring media content in order to identify & quantify different types of media texts.

Social Learning Theory

A theory within media effects research that suggests a link between the mass media and behavior; later modified and renamed social cognitive theory.

Agenda-setting

A media-research argument that says that when the mass media focus their attention on particular events or issues, they determine- that is, set the agenda for- the major topics of discussion for individuals of society.

Cultivation Effect

In media research, the idea that heavy television viewing leads individuals to perceive the world in ways that are consistent with television portrayals.

Spiral of Science

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.

Third-person effect

The theory that people believe others are more affected by media messages than they are themselves.

Textual Analysis

In media research, a method for closely and critically examining and interpreting the meanings of culture, including architecture, fashion, books, movies, and TV programs.

Audience Studies

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 interests, political power, and how that power is used.

Public Sphere

A space for critical public debate; the areas or arenas in social life- like coffeehouses and meeting halls- where people come together to engage in public debate & open communication.