J 201 Lecture Notes - Lecture 13: George Gerbner, David Sarnoff, Stratified Sampling

• School: University of Oregon
• Department: Journalism
• Course: J 201
• Professor: Professor Bish Sen

Document Summary

Background: mass media research grows out of four antecedent research traditions: Propaganda research: harold laswell (came up with 5 w"s) 1927-wrote a book called propaganda techniques in the world war. Public opinion research: walter lippmann one of most famous journalists in history, wrote public opinion, this paradigm was based on the notion that the mass media had very powerful effects in shaping that the public thought . Social psychology research: while opinion polls measure public attitudes, social-psychological studies measure individual behavior and cognition. The most famous early study is the payne fund. Studies (1929-32) which tried to look at the impact of movies on youth. Marketing research: as consumer choice became important, sellers needed to find out what customers though about products. Big picture: by 1940- there were four strands of research called mass media research. They all tried their own way to figure out how to explain things. 5 effects theories: hypodermic needle model.