COMM370 Lecture Notes - Lecture 6: Payne Fund Studies, Paul Lazarsfeld, Kurt Lewin
21 Sep 2016
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Document Summary
What stimulates theory: propaganda: use of symbols, text, pictures, etc. to change or alter people"s opinions. Beneficial for those distributing it, but not necessarily for those receiving it. Bullet theory: if you encounter a message by yourself, more easily swayed than if you were in a group. Inoculation: how to protect yourself from being affected by the media. World war i and ii: influence of media on children. Payne fund studies: examining effect of movies on children. How children will go out and replicate these risky behaviors. Prosocial impact: how to treat others, how to be a valuable citizen, advertising. Higher the ratings, higher the cost of advertising. Uses and gratifications: what we and the distributor hope to gain/achieve from the media: new technologies. Selective exposure: what content we choose to see/hear. Types of mass communication research: applied. Proprietary: one organization owns research and results, pay for access.
