Media Chapter 15 Questions
What are the differences between the hypodermic-needle model and the minimal-effects model in the history of media research?
The hypodermic-needle model claims that the media intentionally "shoots" their messages into unsuspecting audiences. The minimal-effects model, however, argues that the media reinforces existing behaviors and attitudes rather than change or dictate them.
What is content analysis, and why is it significant?
Content analysis is a systematic method of coding and measuring media content. It is significant because it recognizes both general media topics (violence) and the effects of specific media messages (gun violence, fistfights, etc.). It is criticized because it doesn't clearly define or measure the effects of the media on the audience.
Why did cultural studies develop in opposition to media effects research?
Cultural studies developed in opposition to the fact that media effects research sometimes only served advertisers or only focused on the individual, ignoring the larger picture. The Frankfurt School criticized media effects research for 1) reducing larger "cultural questions" to measurable "verifiable categories" 2) depending on "an atmosphere of rigid enforced neutrality" and 3) refusing to put modern life in a historical or moral context
What are the features of cultural studies?
Cultural studies focuses on the investigation of daily experience (especially race, gender, class, and sexuality issues), and social and cultural group experiences. Three main approaches are textual analysis, audience studies, and political economy studies. Textual analysis highlights the close reading and interpretation of cultural messages. Audience studies focus on how people use and interpret cultural content. Political economy studies examine interconnections among economic interests, political power, and how that power is used.
What are the main ideas behind social learning theory, agenda-setting, the cultivation effect, the spiral of silence, and the third-person effect?
The social learning theory suggests a link between mass media and behavior and involves four steps: attention, retention, motor reproduction, and motivation. Agenda-setting argues that when the mass media pay attention to particular events or issues, it determines the main topics of discussion for society. The cultivation effect suggests that heavy TV viewing leads individuals to perceive reality in ways that are consistent with the portrayals they see on TV. The spiral of silence argues that people with views that are in the minority on controversial issues tend to keep their views silent. The third-person effect is the theory that people believe others are more affected by media messages than they are themselves.
