JMC 1100 1st EditionExam # 1 Study Guide Lectures: 1 - 6Lecture 1 (January 22)What is social science?It is the understanding of how the world is socially connected, how humans are curious bynature, and helps us understand the cause and effect, predict future behavior, and understand our place in society. Chain of ScienceHypothesis -> theory -> lawSocial Constructionism-> Immanuel KantReality varies based on the person- Circumstances media and use of language construct this4 Ways of Knowing1. Authority- (police)2. A Priori- Intuition (walking down an alley)3. Tenacity- based on past beliefs (Church)4. Science- what we talk/ hear aboutFalse ability- It should be possible to specify ahead of time what sort of data would make the hypothesis false (physics)5 Characteristics of the Scientific Method1. Public- unbiased and public2. Objective- increase ruling out bias3. Empirical- measurable4. Cumulative- knowledge built on previous knowledge5. Predictive- propose hypothesis and create theoryLecture 2 (January 27) HistoryGutenberg-> printing pressLiteracy becomes mass-producedSpanish American War “First Media War”Propaganda to sell newspapers, William Randolph HurstYou give me the pictures; I’ll create a warMovies hugely popularBirth of a Nation (1915)Racist, KKK, showed medias powerLeads to theory what we are watching has powerFactors lead to social science researchIndustrialization, modernization, growth in education, growth in population, immigrationPayne fund study (1933)How movies effect youth More memory with moviesViolence was realLeads to idea of powerful effectsNazis use media to control peopleMass society theory = media corrupt societyPowerful effects model = media has powerful effect society -> FALSELimited EffectsWe aren’t the sameSelective exposure- ignore things we don’t like, choose things we agree with. Lecture 3 (January 29)Radios gain popularity War of the Worlds- a fake story created about an alien invasion that people thought was real. The people affected were religious, had low self-esteem, and critical thinking ability. The trust in media proved limited effects, because it didn’t affect everyone the same. Princeton Study- people trusted the radio and those affected had the three characteristics (religious, low self-esteem, and critical thinking ability)Types of Media Effects 1. Micro/ Macro- How it effects me (micro)- How are others affected (macro)2. Content specific/ diffuse general- Violent video games = violent people (content)- Population3. Attitude/ behavioral - Does media change your attitude?-Does the media change your behavior4. Alteration / Stabilization- Opinion change (Alter)- Reaffirming beliefs (Stable)Opinion leaders are personal experts in a field. Two- step flow: goes from the media to an opinion leader who then directs general citizens toward informationHypodermic Needle Model- Powerful effects, effects everyone the same way (punching movies makes people go out and punch)Circling effect- Level of motivation so high there is no effectPowerful effects research does not exist today, it was disproved by limited effectsLecture 4 (February 2)Content analysis describes the nature of a particular content and there are two types. There is manifest, which is material that actually appears while latent is a reinterpretation of media message. The benefits of content analysis are:1. It’s objective- same standards and removes bias2. It’s systematic- consistent and clear procedures for coding3. It’s quantitative- content “coded” through numbers of timers an event or situation. MethodologySurveys and polls allow people to have their opinion known and examine the relationship between variablesMargin of Error is how precise a poll is and conducts a survey about media consumption results, what the sample difference to the populationExample: 70% of people love TV, 68% of people love internet,The MOE of +/- 3, however, we cannot say more people love TV because they overlapRandom vs. Non Random Random sampling everyone has a chance to be apart of the sample, while non-random is not everyone has an equal chance to make the sample.Cross sectional vs. Longitudinal Cross sectional occurs at every single point and is one sample, while longitudinal is done over a while. The trend study, studies population, however, the participants may change. The panel study same people over a period of time. Finally the Cohort study allows the research to asses changes in a general group. In example a cohort age group. Lecture 5 (February 5)Experiments- shows cause and effect. There must be a treatment group, which is the one studied, and a control group, which is the neutral group. Each group has to be equal regarding types of people. Correlation and Causality understands the difference. Correlation is the relationship between two variables but doesn’t have a cause and effect. Causality is the relationship between two variables such that one influences the other (creates it or changes it somehow.) 3 Criteria for Causality:1. Logical association between variables (Watching sexual content triggers sexual behavior)2. Constant time order (one always occurs before the other)3. All other variables ruled outLecture 6 (February 10) Innovation is an idea, practice, or object perceived as new by an individual. Diffusion is how society members communicate an innovation through certain channels over time. A person wholearns about innovation, when someone actually adopts the idea of innovation, and when the person finally interacts with other on a social network, influences the idea of diffusion. 5 stages of adoption1. Knowledge- exposure to innovations2. Persuasion- form a an attitude (favorable/ unfavorable)3. Decision- Actions we take that help us choose to adopt or reject innovation4. Implementation- putting innovation to use5. Confirmation- seeking reinforcement for our decisionWho are the adopters? Innovators, early adopters, the early majority, the late majority, and then the laggards Implications: media messages influence people differently, and applications beyond