View
- Term
- Definition
- Both Sides
Study
- All (76)
Shortcut Show
Next
Prev
Flip
JMC 1100: EXAM 1
4 ways of knowing (cs pierce)
|
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
|
Theory
|
-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
|
Social science helps us...
|
-understand causes and effects
- predict our futures
- or others behaviors
|
social scientific research
|
study of social phenomenon
-based on logic and observation
-goal is to develop theory
|
5 characteristics of scientific research
|
1 scientific research is public
2 scientific research is objective
3 scientific research is empirical
4. science is cumulative
5 science is predictive
|
1. scientific research is public
|
can be replicated, reproduced
-conducted by academics, polling firms
-purpose is to understand and often to predict
|
2. scientific research is objective
|
-methods increase the odds of doing so
- repeat and share methods
|
3. scientific research is empirical
|
-observable and potentially measurable now
ex) are american citizens happier now than 40 years ago?
|
4. science is cumulative
|
-knowledge is built on previous knowledge
|
5. science is predictive
|
-propose hypotheses and test them
-depending on what we find, can propose more hypotheses
|
private research
|
-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
|
care about surveys?
|
- 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 bullying
|
surveys matter?
|
-polls reflect out current opinions and influence our future attitudes, behaviors and knowledge
ex) exit polls
|
conduct a survey?
|
1- establish who we will talk to.. need a sample
sample vs population
|
Samples
|
goal: make inferences to:
- larger population
- other time periods
-other locations/societies
|
random sampling
|
-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
|
non-random sampling
|
-not an equal chance of being selected
- can't tell how accurate the results are
ex) tv call in polls, internet surveys
|
care about sampling?
problem with non-random sampling
|
- Systematic bias
- Surveys that us non-probability sampling are usually NOT scientific
- need random sampling to calculate MOE
|
MOE
|
- the difference between the sample and actual pop
- because we can't survey whole pop, make an estimate
- smaller MOE= get a bigger sample
|
calculate MOE
|
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
|
cross-sectional
|
occurs at single point in time and involves a single sample
|
longitudinal
|
-"long" period of time
-samples collected over time
- trend study
-panel study
|
trend study
|
- 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
|
panel study
|
-studying same group of people every time
ex) 7 up study- same kids interviewed every 7 years to see how they've grown up
|
types of questions to avoid
|
-double barreled= "do you think cats and dogs should be allowed in class?"
-leading question= "like most students do you think.."
|
experiments
|
-method designed to test for cause and effect
- causality
-variable
|
causality
|
relationship between 2 variables, such that one influences the existence of, or change of, another
|
variable
|
something we can observe that may change (from person to person)
ex) tv causes teens to have more sex
|
3 criteria needed for causality
|
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) parents may be absent, kids may be lonely, teens have hormones
|
Treatment vs. Control
|
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
|
correlation
|
relationship between 2 variables but no way to show cause and effect
(education and income)
|
Statistical significance
|
-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)
|
2 types Content analysis
|
manifest- what is there? (compliment)
latent- whats implied (sarcasm)
|
Manifest
|
- material that actually appears
-minimum interpretation
ex) how do female artists dress in music videos?
|
latent content
|
-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?
|
coder
|
person who examines the content and classifies it into diff categories
|
surveys
|
-shows peoples opinions
-make inferences about larger pop based on sample
- random v non random
-cross sectional v longitudinal
-trend vs panel study
|
experiments
|
-shows cause and effect
- causality v correlation
- pre test, post test
- need a control group
|
content analysis
|
-shows whats in the content
- qualitative into quantitive
-manifest v latent
|
all methods have this in common
|
- must have random sample
-equal chance of selection
-unintentional biasis
|
factors leading to social science research
|
1. industrialization
2. modernization
3. increase in education
4. growing population
5. immigration (italy, ireland)
|
what led to mass comm theory?
|
-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
|
Payne fund study
|
-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
|
powerful effects model
|
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 on society
PROVEN FALSE
|
war of the worlds
|
-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
|
Princeton studies; results
|
-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
|
Ceiling effect
|
level of motivation of the soldiers was already as high as it could get, so media did not have an effect
|
opinion leader
|
-active media user
- held in high esteem by friends/families
-considered an expert in a domain
|
types of effects
|
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?
Alteration vs. stabilization of opinion
alter perception? stabilize beliefs?
|
innovation
|
idea, practice, object, perceived as new by an individual
|
diffusion
|
process by which an innovation is communicated through certain channels over time
|
s-curve
|
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
|
diffusion is influenced by
|
-when a person learns about the innovation
- when the person adopts the innovation
- when the person interacts with others in a social network
|
5 stages of adoption
|
1. Knowledge
2. Persuasion
3. decision
4. implementation
5. confirmation
|
1. knowledge
|
exposed to an innovations existence and start to understand how it functions
|
persuasion
|
Form favorable or unfavorable attitude toward the innovation
|
decision
|
engage in activities that lead to a choice to adopt or reject innovation
|
implementation
|
put it to use!
|
confirmation
|
seek enforcement for decision
|
adopter categories
|
-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
|
innovators
|
ready to try new things
communicate across geographical distances
multicultural groups
ex) steve jobs, bloggers with followers
|
early adopters
|
opinion leaders
more local/less multicultural
very willing to try new things
respected in community
ex) sally mason
|
early majority
|
dont adopt right away
like to deliberate before deciding
|
late majority
|
skeptical and cautious
wait until most people adopted
influenced by peer/social pressure
ex) farmers
|
laggards
|
last to adopt
tied to past
traditional
reluctant to try new things
can take so much time that inn becomes outdated
ex) old people
|
implications of diffusion
|
media messages influence people differently
support for limited effects and opinion leadership
|
mass society theory
|
media corrupts society
|
limited effects
|
still believe today
not all effected same way
selective exposure
|
2 step flow chart
|
mass media to opinion leaders to direct general public
|
falsifiability
|
should be possible to specify ahead of time what sort of data would make hypothesis fake
|
5 characteristics of scientific method
|
1 public
2 objective
3 empirical
4 systematic and cumulative
5 predictive
|
4 goals of science
|
prediction
explanation
understanding
control
|
prediction
|
Foretelling the future
Science is in continual pursuit of better prediction
Accurate prediction: chief goal in media effects
|
explanation
|
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
|
understanding
|
Relates to knowing the particular sequence of casual events
Science is a constant quest for deeper levels of understanding
|
control
|
Accurate prediction, explanation, and understanding gives control
Sometimes implications for control are controversial
|