1. Chapter 15 Media Effects And Cultural Studies

2. Question for today: To what degree do the media we consume (TV, movies, music) affect our values and our behavior?

3. To study the mass media, we need to focus on: zINDUSTRY (Producers and Marketers) zTEXT (Product) zAUDIENCE (Consumers)

4. Early Developments in Media Research zPropaganda Analysis yAmerican Women’s Role in WWII zPublic Opinion Research yNews Media Surveys zMarketing Research yP & G to the.com Companies zSocial Psychology Studies yIowa Study of Ads in Movies yJane Healy, Endangered Minds (1990)

5. From Endangered Minds “One thing we do know is that television reduces children’s ability to remain focused on a task. If they watch lots of fast-paced programs and then we give them things to do afterward such as reading or solving complex puzzles, their stick-to-it-iveness is diminished; they’re not as willing to stay with the task. Over time, with lots of viewing, you’re going to have less vigilant children. This is especially critical with young children.”

6. From Endangered Minds “Studies show attention tends to wander when the material is seen either as ‘boring’ or not readily understandable; then, when something salient happens, attention is drawn back. This conditioned pattern of sporadic, externally directed attention corresponds precisely with what teachers are reporting. In class or when doing homework, one can’t just let the mind change channels or wander away when things become a bit difficult or ‘boring.’”

7. Social Science Methodology zidentify the research problem zreview existing research and theories zdevelop working hypotheses and theories zdetermine an appropriate research design zcollect data zanalyze results zinterpret implications of the study

8. MEDIA EFFECTS RESEARCH - Attempts to understand, explain, and predict the impact of mass media on individuals and society

9. EARLY MODELS for understanding media effects: zHypodermic Needle Model (direct effects) zMinimal Effects Model (selective exposure and retention) zUses and Gratifications Model (variations in how people respond)

10. Approaches to Media Effects zExperimental Research zSurveys zContent Analysis

11. Using Media Effects Research: Some Conclusions zAgenda-setting zThe cultivation effect

12. Cultural Approaches to Media Research zlook at media as part of our daily life, not in a laboratory zgo beyond a psychological, individual approach -- sees individuals as members of social and cultural groups that influence us zAdd a qualitative, interpretive approach to the scientific approach of media effects research

13. Cultural Approaches to Media Research zTextual Analysis yStyle and Aesthetics (artistic concerns) yNarrative or Structure (patterns) yIssues of Representation (gender, racial, social roles, stereotyping) zAudience Studies zPolitical/Economic Analysis

14. ANALYSIS OF MEDIA INDUSTRIES zEconomic analysis: how capital income/expenditures influence the organization and functioning of media industries zIndustry structure: who does what, how industries are organized, professional roles zMedia policy analysis: evaluation of government regulation, allocation of common resources and their impact on media and society zMedia programming strategies and decisions