FILM 240 Chapter : Lesson 2 textbook notes
19 Jan 2012
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Public opinion research = citizen surveys; measure public attitudes. Insights into citizen behavior and social differences esp during elections or major national events. Social psychology studies measure the behavior and cognition of individuals. Developed when advertisers and product companies began conducting surveys on consumer buying habits emergence of commercial radio led to the first ratings systems that measured how many people were listening on a given night. Hypodermic-needle model (magic bullet theory or direct effects model) y powerful media affecting weak audiences y media shoots their potent effects directly into unsuspecting victims. Private research (proprietary research): generally conducted for business/corporation/political campaign y. Information in uncovers typically addresses some real-life problem or need. Public research y usually takes place in academic and government settings y. Involves info that is more theoretical than applied; tries to clarify/explain/predict the effects of mass media rather than to address a consumer problem.
