1. 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

2. 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

3. 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