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Media Uses
Media Uses & Effects Midterm 1
| Question | Answer |
|---|---|
| 5 characteristics of scientific research? | public, objective (no bias), empirical (observable), cumulative (knowledge built of other knowledge) , and predictive (make hypotheses and theories) |
| Name three ways of knowing? | Empirical (experience observable and measurable), authority, science (evidence found through systematic observation) |
| Difference between public and private research? | Public has their results available to the public. and are used. to predict, explain, and understand Private keeps their results private, usually conducted by a company to sell a product |
| 3 criteria for casuality? | Logical association (correlation), constant time order (one alway happens before the other), and all other variables are ruled. out as potential causes |
| What is a cross sectional study? | A study that occurs at one singular moment in time to one group. |
| Longitudinal study? Trend Study? Panel Study? | Data is collected over time Data is collected from different groups of people (freshman class in 2020, then next freshman class the next year) Data is collected from the same group over time (at beginning of freshman year. then sophomore year, etc.) |
| Non-random sampling? | Not everyone in the population has the same chance of participating in the survey, bias can be present |
| Random sampling? | Everyone in the population has the same chance of participating. Can be used for margin of error |
| Can you make a conclusion if margin of error overlaps? | No if they overlap no conclusion can be made for sure |
| Why is a control group necessary? | A control group allows a researcher to compare the group with the variable to see what the variable results in. Helps eliminate Hawthorne Effect (people changing behavior from participating) |
| What is manifest content? | Content that is observable, no analysis is needed |
| What is latent content? | Requires some interpretation |
| Can you determine causation through content analysis? | No content analysis does not allow us to interpret the effects of that content |
| Factors that led to social science research? | Industrialization, modernization, immigration, population, and education |
| Names for the Powerful Effects Model? | Magic Bullet Theory and Hypodermic Needle Theory |
| What is the Powerful Effects Model? | Says media messages. exert powerful, uniform effects on everyone who processes them |
| What is selective exposure? | People are motivated to expose themselves to media messages they already find agreeable |
| What is the two step flow? | Observation that media gets processed by opinion leaders who then influence. the public |
| What must an opinion leader be? | an active media user, held in high esteem by their community, and be an expert in at least one area |
| What was the first media effects study? What did it study? What did it say? | Payne Fund Study - studied how movies influenced children's sleep and behaviors. Reinforced idea that media have powerful effects on an audience |
| What was the significance of the Princeton Radio Research? | Questioned powerful effects model because it proved media does not effect everyone the same. Proved people trusted the radio (media) |
| Significance of the People's Choice Study? | Media can reinforce attitudes but it does little to change them |
| Ceiling Effect? | Motivation for certain things can be at. their peak, so no media messages can make them feel more positively towards something. |
| Goals of science? | Predict, explain, and understand |
| Three methods to answer questions related to media impact? | Content analysis, survey (Correlation), experiment (effect) |
| Longitudinal study - cohort study? | Studies people in same age cohort but not the same individuals |
| What is statistically significant? | Results that can say they are unlikely to be due to chance |
| Covergenece? | use of different methods still leads to same general conclusion |
| Meta Analysis | Relies on studies that have already been completed and uses those studies as data for a new summary |
| Limited Effects Perspective? | Effects of mass media ranged from small to negligible. Media does not effect us equally. |
| Diffusion of Innovations Theory? | An innovation spreads throughout society. in a predictable pattern (S shaped curve) |
| Critical mass? | Point when adoption of an innovation takes off. amount of people needed to create a chain reaction |
| Adopter categories in order? | Innovators (first to adopt, multicultural), Early adopters (opinion leaders, more local), early majority (usually deliberate for a while, legitimatize an innovation), late majority (usually persuaded by peer pressure), laggards (tied to past, outdated) |
| Steps of diffusion process? | Learning of innovation, adoption, develop social networks after adoption |
| Social science helps us..? | understand causes and effects, predict our. futures or others behaviors |
| What is a theory? | Tries to explain why we behave or think the way we do. Theories do not prove, they yield hypotheses that can be tested |
| Confirmation bias? | people tend to interpret information in a way that confirms their prior beliefs |
| Goals of a sample? | make inferences of a larger population, other time periods, and other locations |
| Mass society? | Have similar values but little interpersonal interaction |
| What led to mass communication research? | development of mass society theory, growing film industry, and development of statistics |
| Discoveries of Iowa Hybrid Seed Corn Study? | Mass media was source for initial info, interpersonal convos later influenced, change in habit was hard for farmers, people were skeptical ag innovations were rare |
| 5 stages of adoption? | knowledge (exposure to innovation), persuasion (form attitude towards innovation), decision (decide to adopt or not), implementation (pout innovation to use), Confirmation (seek reinforcement for decision) |
Created by:
brookehitchcock77