COMM 4643 Study Guide - Midterm Guide: User Interface Design, Opinion Leadership, Mass Communication

• School: University of Oklahoma
• Department: COMM
• Course: COMM 4643
• Professor: Lindsey Meeks

Document Summary

Powerful media effects: direct, immediate, and uniform, hypodermic needle/magic bullet theory. Limited: media effects can be, and often are, moderated by interactions with social groups, two step flow. Effects of varying levels: media effects can be, and often are, moderated by individual differences and environmental factors. Focus groups: gather relevant people together, 8-12 per group, have a facilitator run a discussion, responses aggregated to provide insights and patterns. In-depth interviews: conduct a 1-1 interview, can be structured, semi-structured, or open, aggregated responses to provide insight and patterns. Ethnography: observe people in a natural setting for a duration of time, used for collecting data on naturally occurring behaviors in their usual contexts. Surveys: responses to survey items aggregated to provide insight, typically focuses on two components of media effects. Content analysis: systematically analyzing content for words, phrases, or themes, typically used in studies to determine the presence, quantity, or ton of certain attributes in media.