Media Effects and Cultural Approaches to Research
1. Early developments in Media Research - There were Four main ways that information was gathered in the 1920's and 1930's. (1) Propaganda Analysis was used after WWI to see if in fact all of the propaganda was true. (2) Public opinion research expanded past propaganda to get the opinions of the citizens by surveys and polls. (3) Social Psychology studies measured individual behavior and cognition to support their research. (4) Marketing Research was primarily private and was developed through efforts of advertisers and product companies.
2. Research on Media Effects - In the 20th century today researchers look at the who, what, when and where questions in our daily experiences. Researchers use a scientific method with seven steps to determine the objectivity, reliability and validity.
3. Cultural Approaches to Media Research - Cultural research focuses on the investigation of daily experiences, especially on issues of race, gender, class and sexuality, and on the unequal arrangements of power and status in today's society.
4. Media Research, Ivory Towers, and Democracy - This topic addresses the term jargon, which on an academic level helps you understand the importance of being well trained in each academic subject. Today many Universities have a broadened sense of subjects that are required to get your desired degree. Like Central for example, you have to take two years of Pre-requisite classes before you can focus on your specialization.
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I found the "Spiral of Silence" idea really intriguing. Just a reminder, it's when you find out that your views on some controversial issue or event falls within the minority and you refuse to talk about them thereafter. It's interesting to note how often this happens. People are so fearful of being isolated from the group that they actually damage the integrity of their controversial views.
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