What is MASS? What is a MEDIUM?

What is MASS?› Large, undifferentiated audience?› The large, general group is often defined by a

certain demographic or other common characteristic(s)

› A relatively recent phenomenon in history

What is MASS?› Large, undifferentiated audience?› The large, general group is often defined by a

certain demographic or other common characteristic(s)

› A relatively recent phenomenon in history What is a MEDIUM?

› Device interposed between source and receiver?

What is MASS?› Large, undifferentiated audience?› The large, general group is often defined by a

certain demographic or other common characteristic(s)

› A relatively recent phenomenon in history What is a MEDIUM?

› Device interposed between source and receiver? HOW have these notions necessarily

changed in recent years?

A single professional source

A large, undifferentiated audience (set of receivers)

NBC

Individual non-professional sources

Individual, specified receivers, with immediate feedback

Individual non-professional acts as source

A large, undifferentiated audience

Individual non-professional acts as source

A large, undifferentiated audience. . . WITH FEEDBACK

Individual non-professional acts as source

A large, undifferentiated audience. . . WITH FEEDBACK. . .

AND COMMUNICATION AMONG AUDIENCE MEMBERS

What is the dividing line?

DISCUSS

Being: The existence of reality Knowing: Human understanding of

reality Doing: Responding to reality

Sensory Experience as a strategy› Plato’s distrust of this—man in the cave

Metaphysical Reasoning as a strategy› Xeno’s paradox of Achilles and the tortoise

Modern Philosophy of Science as a strategy› Francis Bacon & Inductive Strategy› Rene Descartes & Deductive Strategy

1) Personal experience—good, but…› …some things that are true for oneself

may not be true for others.› …may not be able to detect effects.

2) Intuition—usually works, but…› …sometimes reasoning may be faulty.

3) Authority—can be important, but…› …authorities may be WRONG—hard to

separate from biases, preconceptions, etc. 4) Science—relies on systematic

observation (vs. casual observation).› As a way of knowing, science works.› Best defined by its characteristics.

1. Objectivity—science strives to be free from biases and preconceptions.

2. Empirical—science is based on observation.

3. Probabilistic—based on regularities that have exceptions; looks for general patterns (vs. individual case studies).

4. Systematic and cumulative—research builds on other research, thereby building knowledge.

Characteristics of Science

5. Public—Methods and results must be fully disclosed and shared.

6. Limited—cannot answer certain types of questions—but it can help answer them.

Characteristics of Science

1) How much violence is there on TV? 2) Do children watch violent TV shows? 3) Does media violence cause children

to become desensitized to violence in real life?

1) Given that TV violence causes kids to behave aggressively, what should be done about it?

2) Should media do something more than merely distribute whatever content will earn them the greatest profits in the shortest time?

3) Should media become more involved in educating children?

1. Describe empirical regularities and relationships.

2. Predict future outcomes. 3. Explain regularities and

relationships. 4. Control future outcomes.

Textbook: A theory is “a description of how something works.”

Others: “There is nothing so practical as a good theory.”› DISCUSS

1) Consists of a set of related statements 2) These statements specify the

relationships among concepts 3) These concepts must have observable

counterparts (i.e., be measurable) 4) The theory will yield hypotheses (i.e.,

predictive statements of how variables relate) testable through observation.

1) Consists of a set of related statements› ????

2) These statements specify the relationships among concepts› ????

3) These concepts must have observable counterparts (i.e., be measurable)› ????

4) The theory will yield hypotheses (i.e., predictive statements of how variables relate) testable through observation› ?????

Experiment: At least one IV (independent variable) is manipulated; unit of data collection is often (but not always) in a controlled (e.g., laboratory) setting (if not, it may be called a field experiment)

Experiment: At least one IV (independent variable) is manipulated; unit of data collection is often (but not always) in a controlled (e.g., laboratory) setting (if not, it may be called a field experiment)

Survey: Variables are measured as they “naturally” occur; unit of data collection is typically situated in its (his/her) natural environment; no variables are manipulated

Content Analysis: Really, a type of Survey in which the units to be studied are messages, not people (Neuendorf, 2002: “a summarizing, quantitative analysis of messages that relies on the scientific method (including attention to objectivity/intersubjectivity, a priori design, reliability, validity, generalizability, replicability, and hypothesis testing)”)

Content Analysis: Really, a type of Survey in which the units to be studied are messages, not people (Neuendorf, 2002: “a summarizing, quantitative analysis of messages that relies on the scientific method (including attention to objectivity/intersubjectivity, a priori design, reliability, validity, generalizability, replicability, and hypothesis testing)”)

Qualitative Methods: Includes such variants as ethnography, narratology, focus groups, and participant observation; the researcher, and their knowledge and skills, are an integral part of the measurement process

SOURCE MESSAGE RECEIVER

Studies of Sources:

-Surveys-Qualitative studies of sources

Message Studies:-Content Analyses-Qualitative & Critical message analyses (narratology, discourse analysis, etc.)

(Receiver) Effects Studies:

-Surveys-Experiments-Qualitative effects studies