Making Sense of Media Media Impact

Approaches to Media Analysis Content AnalysisContent Analysis Scientific (or Social Scientific) MethodScientific (or Social Scientific) Method SurveysSurveys

Invasion from Mars Study

Other Studies Reinforced ‘Mars’ Conclusion The People’s Choice (1940)The People’s Choice (1940) The American Soldier (1942)The American Soldier (1942) Stanford University study (1950)Stanford University study (1950) Dissenting Votes:Dissenting Votes: –Marshal McLuhan, Understanding Media: The Extensions of Man (1964) –George Gerbner, National Commission on the Causes and Prevention of Violence (1968)

Theories of Media Effects Powerful effects model: media has an immediate effect on the audiencePowerful effects model: media has an immediate effect on the audience –Bullet theory Minimal effects model: media has little influence on behaviorMinimal effects model: media has little influence on behavior Mixed effects model: situational— both effects can happenMixed effects model: situational— both effects can happen –Multi-step flow: effects are part of a complex integration of factors

Social Science Perspectives Social Learning TheorySocial Learning Theory –Modeling (Bobo the doll) Individual DifferencesIndividual Differences –Media affects people with different characteristics in different ways –Diffusion of Innovations theory InnovatorsInnovators Early AdoptersEarly Adopters Early MajorityEarly Majority Late MajorityLate Majority LaggardsLaggards

Social Science Perspectives- the Sequel Cultivation Theory: the media shape our perceptions of the world and our societyCultivation Theory: the media shape our perceptions of the world and our society Agenda setting: the media don’t tell us how to think, but what to think aboutAgenda setting: the media don’t tell us how to think, but what to think about Uses and Gratification Theory: studies how and why people use the media to meet their needsUses and Gratification Theory: studies how and why people use the media to meet their needs

Cultural Analysis Perspectives Gender AnalysisGender Analysis Political-Economic AnalysisPolitical-Economic Analysis Sociological AnalysisSociological Analysis Psychological AnalysisPsychological Analysis

Strengths of Two Models for Analysis Social Science Analysis:Social Science Analysis: –Provides reliable data to back up hypotheses –Gives researchers a touchstone for broader interpretaton Cultural Analysis:Cultural Analysis: –Provides insight into the ‘larger picture’ of content and meaning –Studies the component parts of the media in order to understand the whole

Weaknesses of Two Models for Analysis Social Science Analysis:Social Science Analysis: –Can become bogged down in detail generated and lose sight of the whole being studied Cultural Analysis:Cultural Analysis: –Can become unscientific when not correlated to reliable data TOGETHER, HOWEVER, THEY CAN PROVIDE A STRONG ANALYTICAL BASE FOR INTERPRETATON

Developing a CRITICAL PERSPECTIVE DESCRIPTIONDESCRIPTION –Outline content –Note structure –Identify characters, conflicts, themes,ideas –Research ANALYSISANALYSIS –Focus –Isolate and analyze patterns –Define area of analysis

Developing a CRITICAL PERSPECTIVE INTERPRETATIONINTERPRETATION –Determine meanings of patterns –Answer “so what?” (significance) EVALUATIONEVALUATION –Make an informed judgment based on previous steps, not on personal reaction –Conclude, perhaps with a recommendation