Media Research Dominique Brossard Ph D School of Journalism and Mass Communication UW Madison Different perspectives to media research drawing from different theoretical perspectives Goal to build communication theories What is a theory Lay theories Religious theories Scientific theories Models based on empirical evidence observations Can be tested results reproduced Falsifiable Media Research Media content research Audience research Media effects Public opinion Problems in media research Are effects individual or social Can measurement capture media effects Do media have casual effects do they reflect social phenomena or is there a reciprocal influence process Common techniques for media research experimentation emerged from psychological research is useful for examining individual impacts of communication for instance in persuasion case studies interpretive research useful for examining media content and effects that can t be quantified content analysis useful for examining patterns of content in media for instance in analyzing violence content survey research useful for examining larger scale social patterns of response to mass media Content analysis Identifying Frames HEADLINES Time Magazine Will There Ever Be Another You Scientific American Understanding Cloning Content Analysis Framing through Visuals Content Analysis Identifying News Cycles A Framing Study The Stem Cell Debate Bone marrow and gene therapy research 1961 1993 Ban on human embryo research 1994 1997 Embryonic stem cell discovery 1998 2000 Presidential controversy 2001 Methods Content analysis of 2 300 stem cell related articles appearing between 1975 and 2001 in the New York Times and Washington Post Analysis of patterns of media attention media framing and media sourcing across stages of scientific political and policy development One of the Most Controversial Science Related Debates in the United States Agenda Building Indicators and Media Attention Across Stages of Development Bone Marrow Discovery Embryo Ban Controversy 600 500 400 300 200 100 0 1975 93 1994 1995 Science Articles 1996 1997 Press Releases 1998 1999 2000 Capitol Hill Testimony 2001 News Articles Agenda building indicators and press attention across month for 2001 250 200 150 100 50 0 Jan Feb March April May Press Releases June July Capitol Hill Testimony Aug Sept News Articles Oct Nov Dec 2d Study Media Effects Study Based on Survey Data during 2004 elections year Context Increased Media Attention and Use of Political Advertising Media Attention to Stem Cell in 2004 400 350 300 250 200 150 100 50 ju ly g se us pt t em be r oc to be no r ve m b de er ce m be r au ay ne m ju ch ap ril m ar ua fe br nu ar y ry 0 ja Number of articles search terms stem cell elections Media attention on the issue at a peak in November 2004 Political advertising heavily used during the campaign 1 8 million ads aired 6 400 specifically on stem cell Research Questions Did attitudes toward stem cell change over time If yes Are these individual level or social level changes Can communication variables explain these changes Newspapers use Television news use Attention to political advertising Interpersonal communication Methods Panel data National US sample Wave 1 February 2002 Wave 2 November 2004 before the elections Wave 3 June July 2005 Wave 1 Wave 2 Wave 3 Demographic questions media exposure to attitudes toward different politics and science on dimensions of the stem television and in the cell issue newspapers attention to political ads levels of interpersonal discussion Issue Stance Change 20 of the sample changed issue stance i e were in favor of federal funding for stem cell research and then opposed it or were against it and then supported it No significant effect of newspaper use television news use or interpersonal discussion Political advertising made a difference for issue stance change SURPRISING What does previous research tells us Religious beliefs are important perceptual filters used by individuals to make sense of information related to stem cell research Most of the media content related to stem cell research was framed in terms of ethical and moral values during election times Dynamics underlying issue stance change different for high vs low levels of religiosity Issue Stance Change Different Communication Dynamics for High vs Low Religious Individuals Low religiosity Attention to print news and amount of discussion predicted issue stance change those that were against funding became supportive of funding High religiosity Attention to political advertising predicted issue stance change those that were against funding became supportive of funding Thank you for your attention Questions Comments
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