JMC 1100 Lecture Notes - Lecture 2: Longitudinal Study, Mue, Content Analysis

• School: University of Iowa
• Department: Journalism & Mass Communication
• Course: JMC 1100
• Professor: Rachel Young

Document Summary

Mue lect 2 social scientific methods surveys. Three ways of learning about the world (observation, authority, science) 5 characteristics of scientific research (public, objective, cumulative) People tend to interpret information in a way that confirms their prior beliefs. Content analysis: the objective, systematic, and quantitative description of media content, content analysis only describes media content, it does not allow us to make inferences about the effects of media content on people. Survey: sampling from a population, asking question to describe the occurrence and relationships between variables within that population, a survey does not allow us to determine if one variable causes another. Experiment: allow us to isolate and identify a cause in a controlled environment. Used to describe media content: allows us to describe media in quantitative terms. Define a main character as one that is on screen for more than one-third of the movie, or has the most lines. Sampling from a population; asking that sample questions.