Media Effects Early Developments in Media Research: 1920s-1950s Administrative Research Techniques: Primarily Quantitative: Experimental and Survey “Scientific” Propaganda Analysis Public Opinion Research Social-Psychology Studies Marketing Research By the 1960s, content analysis becomes another research technique: counting message units

Media Effects Research Paradigms: 1930s-1970s Hypodermic Effect: “Magic Bullet” Minimal Effects: Joseph Klapper “necessary and sufficient causes Uses and gratifications: Elihu Katz Agenda Setting Cultivation: George Gerbner

Media Effects Cultural Approaches to Media Research: “Interpretive” : Not bound by precise controls Cultural Studies comes from Great Britain in the 1980s Textual Analysis Audience Studies (reader-response) Political Economy Allows for a more overarching analysis rather than focused on individuals