COMM 1174 Lecture Notes - Lecture 21: Scientific Method, Linear Model, Sucker Free
22 May 2018
School
Department
Course
Professor
Big distinctions
Broadcast media vs non broadcast media: exam question: which can be more heavily regulated?
-broadcast
Why?
-hae to get liese….. ko as an intruder because it is going over airwaves. And because it is
scarce. Federal government has decided it has the right to regulate free speech of broadcasters
Content regulation of violence
Research that goes into justifying the regulation of violence on broadcast
It is regulated because it is assumed that it will have a negative effect that things will have on
society
Research into this: media effects research
I. Media Effects
a. Social Scientific Approaches to Mass Media
i. Linear model
ii. NEED TO KNOW CONTENT ANALYSIS vs textual analysis for final
b. Science and communication
i. The natural sciences and the scientific method
1. Explain or predict the way the physical world works
ii. Humanities
1. Interpretive explanations, qualitative methods
2. Humanities approach is much more like philosophy.
3. Human debate about what are important, not important.
4. Explaining what it means to be human, answering human behavior
iii. Social sciences
1. The application of the scientific method to human behavior
c. The origins of the study of communication in the US (starts with social science
perspective)
i. Propaganda analysis
1. Started during and after WW2. Wanted to research about Nazi German.
ii. Public opinion research
iii. Social psychology
iv. Marketing studies
1. Became important to understand what kinds of messages that were
persuasive to consumers. From different perspecitves (gov perspective,
firms perspective, etc.)
d. Hypodermic Needle Theory- Direct Effect Model
find more resources at oneclass.com
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