Social Scientific and Cultural Approaches to Media Research

1. Social Scientific and Cultural Approaches to Media Research Chapter 16

2. “What power do the mass media have over individuals and society, and how do the media contribute to social problems like homophobia, bullying, suicide, self-mutilation and eating disorders? And what should we do about it?”

3. Early Media Research Methods • Alexis de Tocqueville • Analyzed news and print media based on moral and political arguments • Lippmann • Public Opinion considered the “founding book in American media studies” • Applied the principles of psychology to journalism

4. Trends: 1930–1960 • Propaganda analysis • Propaganda: “the control of opinion by significant symbols, . . . by stories, rumors, reports, pictures and other forms of social communication” • Public opinion research • Examined how the mass media filter information and shape public attitudes • Influential during political events such as elections • Unreliability of pseudo-polls

5. Trends: 1930–1960 (cont.) • Social psychology studies • Measured behavior, attitudes, and cognition of individuals • Payne Fund contributed to establishment of film industry’s production code • Marketing research • Evaluated consumer buying habits and other behaviors • Advertisers and product companies used to track consumer preferences

6. Early Models of Media Effects • Hypodermic needle (magic bullet) model • Media “shoots” effects directly into audience • Minimal effects model • Selective exposure reinforces existing beliefs • Selective retention means people retain messages that confirm existing values • Uses and gratifications • People actively using media to satisfy needs • Internet has caused resurgence in studying why people use media

7. Scientific Method 1. Identify problem to be researched. 2. Review existing research, theories related to problem. 3. Develop working hypotheses. 4. Determine appropriate method or research design. 5. Collect information or relevant data. 6. Analyze results to see if they verify hypotheses. 7. Interpret implications of the study.

8. Ways Scientific Method Is Used • Experiments • Expose an experimental group to selected media images or messages • Survey research • Collect data from respondents on attitudes, knowledge, or behavior • Allows for longitudinal studies • Content analysis • Describes various types of media content • Defines terms and develops coding scheme

9. Contemporary Media Effects Theories • Social learning theory • Attention, retention, motor reproduction, motivation • Example: Bobo doll experiments • Agenda-setting • Media set agenda for major topics of discussion; tell us “what to think about”

10. Contemporary Media Effects Theories (cont.) • Cultivation effect • Heavy TV viewing leads people to perceive reality in ways consistent with portrayals on television • Example: Gerbner TV violence studies • Spiral of silence • Minority will keep their views to themselves for fear of social isolation • Third-person Effect • People believe others are affected more by media than they are

11. Evaluating Social Science Research • Media effects research has deepened our understanding • Research has drawn steady government funding • Government funding restricts scope of research • Most focuses on individuals rather than community

12. Cultural Approaches • Early developments • Challenged mainstream media effects theory • Favored interpretive rather than scientific approaches • Studied media from perspective of literary or cultural critic • Attempted to make everyday culture the centerpiece of media studies

13. Contemporary Cultural Approaches • Textual analysis • Close reading and interpretation of messages • Looks at rituals, narratives, and meaning • Audience studies • Audience, not the text, the focus of study • Political economy studies • Examines interconnections among economic interests, political power, and how that power is used

14. Evaluation Cultural Studies Research • Researchers can study the ties between media messages and the broader world • Broadened discussion to include class, gender, cultural differences • Sometimes focus on text and ignore audience

15. Media Research in a Democratic Society • Criticism of academics: • Overly specialized • Lack connection with real world • Public has little access to research or insights • Academics’ response: • Growing increasingly active in political and cultural life since 1980s • Making research reader-friendly (Ehrenreich) • Working to open channels to public (Lessig, Aufderheide)