Chapter 3 - Academic Csuohio
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Transcript Chapter 3 - Academic Csuohio
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Chapter 3
History of the Scientific Study of
Media Effects
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The “Established” History
Propaganda
“Bullet” or “hypodermic-needle”
theory
• Public Opinion (1922)
• Propaganda Technique in the World War
(1927)
• Allied Propaganda and the Collapse of the
German Empire in 1918 (1938)
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A Revised History
Acknowledgement of early studies by
psychologists and sociologists
Reevaluation of major studies
Inclusion of studies omitted from “standard”
scenario
Importance attributed to particular scholars
Emphasis on advances in research
Identification of fundamental classification
rules
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Precursors of Media Effects
Research
Power of newspapers to either direct or
reflect public opinion
Effects of music on attention
Effects of music on thoracic breathing
Study of musical enjoyment
Study of the nature and origin of humor
as a mental process and functions of
humor
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Important Studies
Frances Fenton
• Study of the effects of media violence on
behavior
Gabriel Tarde
• Effects of reading about crimes
• Penal Philosophy (1912)
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Some Pioneers in Media Effects
Research
Carl Hovland
Paul F. Lazarsfeld
Harold Lasswell
Kurt Lewin
Samuel A. Stouffer
Douglas Waples
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Carl Hovland
Studied effects of training films on the
attitudes of American soldiers
Experimental research about media
effects on attitude change
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Paul Lazarsfeld
Studied the effects of radio
Interpersonal communication
“opinion leaders”
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Harold Lasswell
Five-question model
Pioneered content-analysis methods
Studied propaganda
Introduced Freudian psychoanalytic theory
to the social sciences.
Identified 3 important functions mass
communications serve in society:
1. Surveillance of the environment
2. Correlation of society’s response to events in the
environment
3. Transmission of cultural heritage
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Kurt Lewin
Dynamics of group communication
Experiments to explore the differences
in persuasive power on audiences in
different group conditions
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Samuel Stouffer
Pioneered the use of empirical research
Precise statistical methods
Studies of communications media
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Douglas Waples
Effects of print media: What Reading Does
to People
Famous definition of communication:
“Who says what in which channel to
whom with what effect” (Lasswell, 1948)
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Interest in Media Effects Continues
Wilbur Schramm
• Initiated the first PhD program in mass
communication
Mediating Factors
• Researchers began to focus experiments on the
different reactions of people to the same media
presentations.
• Selective exposure, selective perception, selective
retention, and social categories perspectives
Attempts to Generalize About
Effects: Bernard Berelson
First researcher to make umbrella
generalizations about mass
communication effects
Five variables are involved in the
process of generalization:
• Communication
• Issues
• People
• Conditions
• Effects
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Attempts to Generalize About
Effects: Joseph Klapper
The Effects of Mass Comunication (1960)
Provided five generalizations about
the effects of mass media messages
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The 1970s and Beyond
Albert Bandura
• Social learning theory
• Social cognitive theory
Researchers began to examine:
• More complex behavioral messages
• Changes in cognitive patterns
• Media effects on learning and knowledge
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Final Points of Contention With the
Standard History
Inconsistencies during the bullet theory
years:
• G.A. Lundberg found that mass media had
only limited effects on audiences
• M.D. Beuick believed the effects of radio
broadcasting were limited
Same inconsistencies during the
“limited effects” years
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Future of Effects Research:
Challenges
Develop standard lines of demarcation
to separate powerful, moderate, or
limited effects
Identify the circumstances, conditions,
or variables that account for media
effects and offer generalizations