SOCIOL 2L03 Lecture Notes - Antonio Gramsci, George Gerbner, Neoliberalism
3 Dec 2013
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Social scientific approaches to studying audiences: effects research. Social psychologists decided to look at the impact tv had on audience members: key aspect, early effects research. Early effects research assumed that tv had strong, direct, and specific effects on the behavior of audience members. Violence if people were exposed to violence, individuals would become more violent. Voting: decisions on who to vote for would be based on tv. Tv did not affect violent behaviour or voting behavior. Researchers started looking for longer term, indirect, and diffuse effects on audience members: later research, agenda-setting. Approach that focuses on how media content influences the issues or topics that audience members or members of the public think about. Media content sets the agenda for discussion. Ex: mps draw upon media content which have set the agenda for discussion: cultivation analysis. Focuses on how media content encourages positive or negative attitudes among audience members with regard to a particular topic.
