JMC 1100: EXAM 1
76 Cards in this Set
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4 ways of knowing (cs pierce)
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Authority
- based on science, someone higher up than us (doctors, parents)
Intuition
- based on guess, gut feeling
Tenacity
-based on past/habit ("we've always done it this way..")
Science
- based on series of analyses
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Theory
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-predicts a phenomenon and suggests explanation
-tries to explain why we behave or think the way we do
- do not prove, they explain, suggest, and predict
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Social science helps us...
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-understand causes and effects
- predict our futures
- or others behaviors
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social scientific research
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study of social phenomenon
-based on logic and observation
-goal is to develop theory
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5 characteristics of scientific research
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1 scientific research is public
2 scientific research is objective
3 scientific research is empirical
4. science is cumulative
5 science is predictive
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1. scientific research is public
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can be replicated, reproduced
-conducted by academics, polling firms
-purpose is to understand and often to predict
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2. scientific research is objective
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-methods increase the odds of doing so
- repeat and share methods
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3. scientific research is empirical
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-observable and potentially measurable now
ex) are american citizens happier now than 40 years ago?
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4. science is cumulative
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-knowledge is built on previous knowledge
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5. science is predictive
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-propose hypotheses and test them
-depending on what we find, can propose more hypotheses
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private research
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-conducted by corporations, political candidates
-purpose is to better market research
ex) trident gum, 4/5 dentists recommend chewing gum- not all dentists in study
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care about surveys?
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- encounter polls everyday
- good way to investigate social phenomena: asking questions- direct connection to public
- gather descriptive data about people (age, gender)
-let us explore relationships between variables
ex) positive relationship between excessive tv watching and verbal …
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surveys matter?
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-polls reflect out current opinions and influence our future attitudes, behaviors and knowledge
ex) exit polls
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conduct a survey?
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1- establish who we will talk to.. need a sample
sample vs population
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Samples
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goal: make inferences to:
- larger population
- other time periods
-other locations/societies
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random sampling
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-each subject in the pop has an equal chance of being selected into the sample
- allows us to estimate where the "real" response would lie if we could survey everyone
ex) national election survey
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non-random sampling
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-not an equal chance of being selected
- can't tell how accurate the results are
ex) tv call in polls, internet surveys
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care about sampling?
problem with non-random sampling
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- Systematic bias
- Surveys that us non-probability sampling are usually NOT scientific
- need random sampling to calculate MOE
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MOE
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- the difference between the sample and actual pop
- because we can't survey whole pop, make an estimate
- smaller MOE= get a bigger sample
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calculate MOE
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o Obama (50%)= 47% to 53%
o Romney (46%)= 43% to 49%
o MOE = +/- 3%
o Ranges overlap: Race was too close to call FL a statistical “dead heat”
o Large MOE = LOW confidence in results
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cross-sectional
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occurs at single point in time and involves a single sample
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longitudinal
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-"long" period of time
-samples collected over time
- trend study
-panel study
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trend study
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- sampling same pop over time but not same people
-different samples (same types of people, same questions, over long period of time)
ex) political attitudes
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panel study
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-studying same group of people every time
ex) 7 up study- same kids interviewed every 7 years to see how they've grown up
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types of questions to avoid
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-double barreled= "do you think cats and dogs should be allowed in class?"
-leading question= "like most students do you think.."
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experiments
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-method designed to test for cause and effect
- causality
-variable
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causality
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relationship between 2 variables, such that one influences the existence of, or change of, another
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variable
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something we can observe that may change (from person to person)
ex) tv causes teens to have more sex
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3 criteria needed for causality
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1. logical association between variables
- ex) surveys of adolescents show a relationship between watching sex on tv and having sex
2. constant time order (one always occurs before the other)
- ex) start watching tv before start having sex
3. all other variables ruled out
- ex) paren…
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Treatment vs. Control
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o Experimental subjects are randomly assigned to either a treatment or control group
- Theoretically, both groups will be “equal”
o Control group controls for how people’s attitudes might change merely by participating in the study
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correlation
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relationship between 2 variables but no way to show cause and effect
(education and income)
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Statistical significance
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-stat result that is unlikely to be due to chance
-if a relationship or difference between variables is statistically significant… it’s a real difference (didn’t occur by chance, meaningful)
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2 types Content analysis
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manifest- what is there? (compliment)
latent- whats implied (sarcasm)
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Manifest
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- material that actually appears
-minimum interpretation
ex) how do female artists dress in music videos?
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latent content
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-might become apparent after the coder has interpreted the message
"read between the lines"
ex) how do female artists represent their culture in music videos?
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coder
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person who examines the content and classifies it into diff categories
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surveys
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-shows peoples opinions
-make inferences about larger pop based on sample
- random v non random
-cross sectional v longitudinal
-trend vs panel study
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experiments
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-shows cause and effect
- causality v correlation
- pre test, post test
- need a control group
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content analysis
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-shows whats in the content
- qualitative into quantitive
-manifest v latent
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all methods have this in common
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- must have random sample
-equal chance of selection
-unintentional biasis
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factors leading to social science research
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1. industrialization
2. modernization
3. increase in education
4. growing population
5. immigration (italy, ireland)
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what led to mass comm theory?
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-development of mass society theory
-were people all being effected equally?
- growing film industry
- people will be corrupted by movies
- development of statistics
- thousands of movies had to be cataloged and analyzed
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Payne fund study
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-used experimental and interview methods
-kids remember 60% of what adults do and 90% of violent content 3 months later
- kids believed movie content was real
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powerful effects model
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With mass society theory, Payne Fund findings reinforced the idea that media have powerful effects on audiences
magic bullet theory- compared to shooting a gun, exert powerful effects on audience
hypodermic needle theory- inject audience with powerful force
media has a powerful effect …
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war of the worlds
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-orson wells radio show
- goal to increase audience base for the mercury theater on the air
-innocent radio program causes a national panic
-people flee homes and call police
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Princeton studies; results
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-overall people trusted the radio
- didnt believe it could report false info
- researchers examined those who panicked
1 less critical ability
2 less self confidence
3 less emotional security
4 strong religious beliefs
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Ceiling effect
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level of motivation of the soldiers was already as high as it could get, so media did not have an effect
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opinion leader
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-active media user
- held in high esteem by friends/families
-considered an expert in a domain
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types of effects
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Macro vs. micro level effects
overall pop vs the individual ex) hispanic women
Content specific vs. diffuse general effects
watch violent content=become violent, tv causes you to have issues
Attitudinal vs. behavioral/cognitive effects
affecting attitude? or behavioral change?
Alter…
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innovation
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idea, practice, object, perceived as new by an individual
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diffusion
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process by which an innovation is communicated through certain channels over time
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s-curve
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innovation spreads throughout society in a predictable pattern
- adoption= y axis
- time = x axis
-time starts off slowly, not adopted right away, as time goes on huge amount of society adopts
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diffusion is influenced by
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-when a person learns about the innovation
- when the person adopts the innovation
- when the person interacts with others in a social network
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5 stages of adoption
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1. Knowledge
2. Persuasion
3. decision
4. implementation
5. confirmation
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1. knowledge
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exposed to an innovations existence and start to understand how it functions
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persuasion
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Form favorable or unfavorable attitude toward the innovation
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decision
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engage in activities that lead to a choice to adopt or reject innovation
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implementation
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put it to use!
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confirmation
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seek enforcement for decision
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adopter categories
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-classifications of individuals within a social system on the basis of innovativeness
1. innovators
2. early adopters
3. early majority
4. late majority
5 laggards
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innovators
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ready to try new things
communicate across geographical distances
multicultural groups
ex) steve jobs, bloggers with followers
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early adopters
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opinion leaders
more local/less multicultural
very willing to try new things
respected in community
ex) sally mason
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early majority
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dont adopt right away
like to deliberate before deciding
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late majority
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skeptical and cautious
wait until most people adopted
influenced by peer/social pressure
ex) farmers
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laggards
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last to adopt
tied to past
traditional
reluctant to try new things
can take so much time that inn becomes outdated
ex) old people
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implications of diffusion
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media messages influence people differently
support for limited effects and opinion leadership
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mass society theory
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media corrupts society
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limited effects
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still believe today
not all effected same way
selective exposure
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2 step flow chart
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mass media to opinion leaders to direct general public
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falsifiability
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should be possible to specify ahead of time what sort of data would make hypothesis fake
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5 characteristics of scientific method
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1 public
2 objective
3 empirical
4 systematic and cumulative
5 predictive
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4 goals of science
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prediction
explanation
understanding
control
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prediction
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Foretelling the future
Science is in continual pursuit of better prediction
Accurate prediction: chief goal in media effects
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explanation
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Knowing why something occurs the way it does
Places the phenomenon to be explained into a broader framework or pattern that doesn’t require much addition elaboration
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understanding
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Relates to knowing the particular sequence of casual events
Science is a constant quest for deeper levels of understanding
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control
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Accurate prediction, explanation, and understanding gives control
Sometimes implications for control are controversial
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JMC 1100: EXAM 1