COMM 1010 Lecture Notes - Lecture 7: Herta Herzog, Hadley Cantril, Paul Lazarsfeld
2 Nov 2016
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A subfield of communication and media studies that uses behavioral sciences to help figure out the effect of mass media and communications on society. Direct effects model - assumes that audiences consume media passively and uncritically believe everything they hear/see. The war of the worlds (halloween, 1938) Orson welles"s radio program about alien invasion, which caused panic when some listeners thought it was true. Paul lazarsfeld, director of the princeton radio research project, assembled researchers to study this phenomenon it produced a classic study of media effects. Cantril, hadley, hazel gaudet, and herta herzog. The invasion from mars: a study in the psychology of panic (1940) Direct effects model has many theoretical challengers: people"s choice study. Attempted to gauge the effects of political campaigns on voter choice. Researchers found that voters who consumed the most media had generally already decided for which candidate to vote, while undecided voters generally turned to family and community members to help them decide.
