UNT RTVF 1310 - Chapter 13 - 1310 Outline 2014 (7 pages)

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Chapter 13 - 1310 Outline 2014



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Chapter 13 - 1310 Outline 2014

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Pages:
7
School:
University of North Texas
Course:
Rtvf 1310 - Persp on Brdcst Tech

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Chapter 13 Effects Studying the Effects of the Electronic Media Scientific Methods Experimental methods in controlled laboratory experiments natural field conditions Cause and effect conclusions possible Not as controlled Outside influences Survey methods Difficult if not impossible to show cause and effect only correlations Subjects sampled once Longitudinal different samples over a continuing period of time Panel study same sample studied over period of time Studying the Effects of the Electronic Media Survey method cont Content analysis systematic method for analyzing and classifying communication content Meta analysis looks at a number of existing studies about a similar topic and summarizes the main findings using statistical procedures that highlight what results are all about Cannot be used to draw a conclusion without an audience study Critics complain that meta analysis can oversimplify complex patterns of results Theories of Media Effects Hypodermic Needle Theory shooting beliefs into people s minds Critics claim theory is too simplistic Limited Effects Theory Media does not have direct influence on audience Influence over attitude change is filtered by several factors Two Step Flow Theory Klapper s Law of Minimal Effects Opinion Leaders Critics claim Klapper s research was done primarily before TV began dominate media Klapper s Minimal Effects Theory Communication does not serve as a necessary and sufficient cause of audience effects but rather functions among and through a nexus of mediating factors and influences Theories of Media Effects Selective Exposure Congruence Theory Selective Perception Boomerang Effect Agenda setting Specific Effects Theory Media competes with or complements Under certain circumstances specific media can influence certain members of the audience other sources of influence such as friends family and teachers Video Violence Video Violence History Concern about impact of media violence Video violence Urban violence of 1960s U S



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