CMST 3K03 Lecture Notes - Lecture 7: David Gauntlett, Media Consumption, Focus Group
22 Sep 2017
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If, after over sixty years of a considerable amount of research effort, direct effects of media upon behaviour have not been clearly identified, then we should conclude that they are simply not there to be found. - david gauntlett. After 60 years, if you can"t say simply what the effect of it is. Might as well study, research, for 30, 50, 60 years to trying to solve this riddle: the only conclusion is that: there is no effect. If you can say that the same tv violence can make someone both more violent and less violent: maybe there"s no effect, we need to abandon this way of how media impacts the audience. The asserts/claims/direct impact upon audiences have not been sustained by a significant amount of research. Cultivation analysis is example of effects model because it sees relationship between media and audiences as having direct and predictable effect on individual behavior: according to gauntlett there"s no effect by the media.
