JOUR 102 Chapter Notes - Chapter 15: Frankfurt School, George Gerbner, Albert Bandura
24 Mar 2017
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Chapter 15: media effects and cultural approaches to research. Tamed movie content throughout the 30s and 50s: marketing research, developed when advertisers and product companies began conducting surveys on consumer buying habits in the 20s. Majority reacted out of collective panic: the minimal-effects model, limited model, social scientists began discovering and demonstrating that media alone cannot cause people to change their attitudes and behaviors, people engage in selective exposure and selective retention. = expose themselves to the media messages that are most familiar to them. = retain the messages that confirm the values and attitudes rather than change them: mass media reinforce existing behaviors and attitudes rather than change them, the effects of mass communication. Isolate some aspect of content; suggest a hypothesis; and manipulate variables to discover a particular medium"s impact on attitude, emotion, and behavior. Random assignment: each subject has an equal chance of being placed in either group.
