Chapter 15: Media Effects and Cultural Approaches to Research

Some guiding questions zWhat are different ways to study the effects that media messages have on audience (consumers)? zHow have these approaches changed over the years? zWhat are the differences between media- effects research and cultural approaches? zWhat are the strengths and limitations of each?

Food for thought: To what degree do the media we consume (TV, movies, music) affect our values and our behavior?

THREE ASPECTS OF MASS MEDIA zINDUSTRY (Producers and Marketers) zTEXT (Product) zAUDIENCE (Consumers)

MEDIA and AUDIENCES : Different Questions for Different Approaches z What do the media do to people? (MEDIA EFFECTS) with z What do people do with media texts? (CULTURAL STUDIES)

MEDIA EFFECTS: What does a media text do to people? zMedia text = a unit of media (a single article, book, program, film, videotape, etc.) zPeople = the audience

History of effects research zSince the early 1900’s, elite concern about effects of media on the morals of children and the lower classes zAfter WWI, growing concern about use of propaganda to change public opinion zMarketing research into consumer buying and viewing habits

Early Media Research z19th century models of media analysis based upon moral and political arguments z1920: Walter Lippman advocated applied media research based on psychology and scientific models.

SCIENTIFIC METHOD 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

The SCIENTIFIC METHOD values: zObjectivity zReliability zValidity

Media research trends zPropaganda analysis zPublic opinion research zSocial psychology studies zMarketing research

MEDIA EFFECTS RESEARCH attempts to understand, explain, and predict the impact of mass media on individuals and society

PRIVATE RESEARCH zConducted for a business, corporation or political group zUsually applied research (addresses real-life problem) zOften addresses a consumer problem zSeldom shared, though selected results released to news media

PUBLIC RESEARCH zOccurs in academic or government settings zOften more theoretical than applied (that is, tries to clarify or explain media effects) zUsually shared with the public and other researchers

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 use media to satisfy emotional and intellectual needs)

Direct effects theories zView relationship between media texts and consumers as unmediated zSees individuals as passive and in isolation zPerceives media like a bullet or hypodermic needle

Minimal Effects theories zMedia alone do not cause people to change beliefs and behaviors. zSelective exposure and selective retention of media messages zMass media often just reinforce existing attitudes. zSocial influence of opinion leaders and peers

Uses and Gratifications model zViews media consumers as active rather than passive zLooks at how media satisfy emotional or intellectual needs zASKS: Why and how do we use the media?

EXPLAINING MEDIA EFFECTS zAgenda-setting: news media tells us what is important zCultivation effect: heavy TV viewing shapes our reality

CULTURAL STUDIES APPROACHES to MEDIA RESEARCH

CULTURAL STUDIES APPROACHES zLook at media as part of our daily life, not in a laboratory zGo beyond a psychological, individual approach -- see individuals as members of social and cultural groups that influence us

CULTURAL STUDIES zAdds qualitative, interpretive approach to the scientific approach of media effects research zExamines how and why people USE media, not just what media DO to people zASKS: What meanings do people make of their media experiences ?

OTHER RELATED APPROACHES

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

ANALYSIS OF MEDIA INDUSTRIES zMedia policy analysis: evaluation of government regulation, the allocation of resources and their impact on media and society zMedia programming strategies and decisions

ANALYSIS OF TEXTS zCONTENT ANALYSIS (quantitative; scientific; statistical) often associated with MEDIA EFFECTS approach z MEDIA CRITICISM (interpretive; literary; looking for meanings) associated with CULTURAL APPROACH

MEDIA CRITICISM analyzes zStyle and aesthetics (media as art form) zNarrative or structural analysis  Issues of representation (gender, social roles, stereotypes, etc.)

What are some of the strengths and limitations of zMedia effects research? zCultural research? zOther approaches?