Download Cultural Approaches to Media Research

Chapter 15
Media Effects
And Cultural Studies
Question for today:
To what degree do the
media we consume (TV,
movies, music) affect
our values and our
behavior?
To study the mass media,
we need to focus on:
INDUSTRY (Producers and Marketers)
TEXT (Product)
AUDIENCE (Consumers)
Early Developments in Media Research
Propaganda Analysis
American Women’s Role in WWII
Public Opinion Research
News Media Surveys
Marketing Research
P & G to the .com Companies
Social Psychology Studies
Iowa Study of Ads in Movies
Jane Healy, Endangered Minds (1990)
From Endangered Minds
“One thing we do know is that television
reduces children’s ability to remain
focused on a task. If they watch lots of
fast-paced programs and then we give
them things to do afterward such as
reading or solving complex puzzles, their
stick-to-it-iveness is diminished; they’re
not as willing to stay with the task. Over
time, with lots of viewing, you’re going to
have less vigilant children. This is
especially critical with young children.”
From Endangered Minds
“Studies show attention tends to wander
when the material is seen either as ‘boring’
or not readily understandable; then, when
something salient happens, attention is
drawn back. This conditioned pattern of
sporadic, externally directed attention
corresponds precisely with what teachers
are reporting. In class or when doing
homework, one can’t just let the mind
change channels or wander away when
things become a bit difficult or ‘boring.’”
Social Science Methodology
identify the research problem
review existing research and theories
develop working hypotheses and theories
determine an appropriate research design
collect data
analyze results
interpret implications of the study
MEDIA EFFECTS
RESEARCH
- Attempts to
understand, explain,
and predict the impact
of mass media on
individuals and society
EARLY MODELS for
understanding media effects:
Hypodermic Needle Model (direct
effects)
Minimal Effects Model (selective
exposure and retention)
Uses and Gratifications Model
(variations in how people respond)
Approaches to Media Effects
Experimental Research
Surveys
Content Analysis
Using Media Effects Research:
Some Conclusions
Agenda-setting
The cultivation effect
Cultural Approaches
to Media Research
look at media as part of our daily life, not
in a laboratory
go beyond a psychological, individual approach
-- sees individuals as members of social and
cultural groups that influence us
Add a qualitative, interpretive approach to
the scientific approach of media effects
research
Cultural Approaches
to Media Research
Textual Analysis
Style and Aesthetics (artistic concerns)
Narrative or Structure (patterns)
Issues of Representation (gender, racial,
social roles, stereotyping)
Audience Studies
Political/Economic Analysis
ANALYSIS OF MEDIA INDUSTRIES
 Economic analysis: how capital income/expenditures
influence the organization and functioning of media
industries
 Industry structure: who does what, how industries are
organized, professional roles
 Media policy analysis: evaluation of government
regulation, allocation of common resources and their
impact on media and society
 Media programming strategies and decisions