COMM 102 Lecture Notes - Lecture 7: Carl Hovland
12 Jun 2018
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HISTORY OF MEDIA EFFECTS CONT’D
OVERVIEW
● Traditional model estalish history
○ 1920s-30s→
■ Powerful media effects
○ 1940s-60s→
■ Limited media effects
○ 1970s→
■ Moderate effects
○ 1980s-Present→
■ Powerful effects
● Revisionist perspectives
I. TRADITIONAL MODEL
A. 1920s-30s: POWERFUL EFFECTS
● Often focused on large events/shifts
○ Tried to explain impact of news mass media
○ Approached research EXPECTING to find a huge effects→ Researcher
bias
● Magic bullet/Hypodermic-needle model
○ Media INJECTS its influences directly into our brains
● Media effects are...
○ Immediate & direct
○ Uniform & unlimited
● EXAMPLE: War propaganda in WWII
HISTORICAL CASE: PAYNE FUND STUDIES
● ( 1920s) Public concern about harmful effects of motion pictures on children prompted Payne
Fund studies
● (1929-1932) Thirteen studies found that movies had a significant impact on various phenomena
○ Attitudes twd racial/ethnic groups, health, moral standards, emotions, & delinquent
behaviors
● Content analysis by Edgar Dale
○ 75% of all films dealt with three thematic categories
■ Crime, love, & sex
find more resources at oneclass.com
find more resources at oneclass.com
● A study by Herbert Blumer and Philip Hauser
○ Gathered movie experiences from ex-convicts on parole & delinquents
○ RESULT: Movies played a direct role in shaping delinquent/criminal careers of
substantial segments of those studied
● An experimental study by Samuel Renshaw, VL Miller, and DP Marquis
○ Moie iein & potential daner to hildren’s health
○ RESULT: Certain films resulted in sleep disturbance
■ How much the subjects tossed and turned during sleep
■ Detrimental to normal health & growth
HISTORICAL CASE: INVASION FROM MARS!
● CBS Merury Theatre on the Air Ot , , -9pm)
● Radio adaptation of The War of the Worlds by H.G. Wells
○ The US invaded by aliens from Mars
○ Dramatization in newscast style
RESEARCH ON THE INVASION FROM MARS (Princeton)
● SIZE→ Of the 6-7 million listeners...
○ About 28% thought that it was real news
○ 1 million were frightened
● EFFECTS→
○ Fleeing homes & packing the roads
○ Attempted suicide
○ Prayer gatherings
○ Wrapping in wet towels as protection from Martian poison gas
● Why such impact?
○ HIGH confidence in the radio
○ Realistic
■ Breaking news format
■ Expert interviews
■ Use of real places
○ Tuning in late
● Who was more likely be affected?
○ People with less critical ability, less confidence, less emotional security
○ People with strong religious beliefs
II. 1940s-1960s: LIMITED EFFECTS
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Revisionist perspectives: traditional model, 1920s-30s: powerful effects. Tried to explain impact of news mass media. Approached research expecting to find a huge effects researcher bias. Media injects its influences directly into our brains. Historical case: payne fund studies ( 1920s) public concern about harmful effects of motion pictures on children prompted payne. Fund studies (1929-1932) thirteen studies found that movies had a significant impact on various phenomena. Attitudes twd racial/ethnic groups, health, moral standards, emotions, & delinquent behaviors. 75% of all films dealt with three thematic categories. A study by herbert blumer and philip hauser. Gathered movie experiences from ex-convicts on parole & delinquents. Result: movies played a direct role in shaping delinquent/criminal careers of substantial segments of those studied. An experimental study by samuel renshaw, vl miller, and dp marquis. Mo(cid:475)ie (cid:475)ie(cid:476)in(cid:322) & potential dan(cid:322)er to (cid:283)hildren"s health. Result: certain films resulted in sleep disturbance. How much the subjects tossed and turned during sleep.
