JL MC 101 Lecture Notes - Lecture 15: Scientific Method, Cultural Studies, Hypodermic Needle Model

• School: Iowa State University
• Department: Journalism and Mass Communication
• Course: JL MC 101
• Professor: Dara Megan West Wald

Document Summary

Effects (cid:364)esea(cid:364)ch: attempts to unde(cid:364)stand, e(cid:410)plain and p(cid:364)edict effects of mass media on societ(cid:411) and cultu(cid:364)e. Cultu(cid:364)al studies: focuses on ho(cid:405) people make meaning, comp(cid:364)ehend (cid:364)ealit(cid:411) Goal is to e(cid:410)plain theo(cid:364)ies o(cid:405) la(cid:405)s that e(cid:410)plain o(cid:364) p(cid:364)edict human beha(cid:404)io(cid:364) in (cid:364)ega(cid:364)d to media. Needle media injects into those (cid:405)ho consume it. Rise of empi(cid:364)ical (cid:364)esea(cid:364)ch sho(cid:405)ed that media alone is not able to change attitudes and beha(cid:404)io(cid:364)s. Info(cid:364)mation ac(cid:363)uisition could occu(cid:364) (cid:405)ithout attitude and beha(cid:404)io(cid:364) changes. Selective exposure retention : leads to (cid:364)einfo(cid:364)cement of ou(cid:364) e(cid:410)isting beliefs. We listen to/abso(cid:364)b media that (cid:405)e (cid:405)ant to listen to - that (cid:405)e al(cid:364)ead(cid:411) belie(cid:404)e in - that (cid:405)e enjo(cid:411) Looks at media to count o(cid:364) code specific aspects of inte(cid:364)est. Validit(cid:411) - measu(cid:364)ing (cid:405)hat it intends to do. Media se(cid:364)(cid:404)es as models that indi(cid:404)iduals obse(cid:364)(cid:404)e in o(cid:364)de(cid:364) to kno(cid:405) ho(cid:405) to act in the (cid:405)o(cid:364)ld. Often links (cid:404)iolent media to agg(cid:364)essi(cid:404)e beha(cid:404)io(cid:364)s in the (cid:364)eal (cid:405)o(cid:364)ld.