COMM245 Chapter Notes - Chapter 2: Peer Pressure, Gender Studies, Cultivation Theory
24 Jan 2017
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Research into media effects didn"t begin until 1920s - wwi propaganda. Selective exposure (aka selective attention) - people seek out messages that help them feel consistent in their attitudes. Selective perception - people with different attitudes interpret same messages differently. Opinion leaders - well-informed people who help others interpret media messages. The american soldier studies - studied effects of documentary films for the orientation and. Two-step flow - process in which media effects travel through opinion leaders training of army recruits on soldiers (measured knowledge/opinions before watching film and assessed changes after) Applied research - research devoted to practical, commercial purposes (used for industry like the research performed by ad agencies) Investigated effects of tv on children: 1st major study: television in the lives of our children by wilbur schramm - found that tv is harmful for some children, some of the time.
