COMM245 Lecture Notes - Lecture 11: Content Analysis, Mass Media, Sample Size Determination
8 Sep 2016
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Based on evidence: fishbein & ajzen: theory of reasoned action. Attitude towards a behavior and how one feels others will view this behavior: hypotheses. Tentative predictions to test a theory: experiments. There is no stimulus material in content analysis. Exclusive one person can"t fit into two categories. Exhaustive everyone has a place: qualitative research. Isn"t as widely recognized: tools for media research. Reactions caused by stimulus, not outside forces. Lasswell 1927: feared propaganda (messages to change attitudes/beliefs in large numbers, threat to democracy. Magic bullet/hypodermic needle theory: a well-made advertisement can sway millions, ignores audience interpretation, persuasion is direct and powerful, the archetypal example of the magic bullet. Opinion leaders: 1940s eerie county voters, panel survey. Messages go to opinion leaders to go others. Personal integrative how we find credibility and status. Tension release diversion from reality: criticisms of uses/gratifications. Public opinion and third person: the third person phenomenon. Third person effect: negative vs. positive content.
