- •2.1 Mass Media and Its Messages Learning Objectives
- •Propaganda and Persuasion
- •Media Effects and Behavior
- •Violence and the Media
- •Sex and the Media
- •Cultural Messages and the Media
- •New Media and Society
- •Information
- •Literacy
- •Convergence Culture
- •Bert Is Evil
- •Key Takeaways
- •Exercises
- •2.2 Media Effects Theories Learning Objectives
- •Challenges to the Direct Effects Theory
- •Marshall McLuhan’s Influence on Media Studies
- •Agenda-Setting Theory
- •Uses and Gratifications Theory
- •Symbolic Interactionism
- •Spiral of Silence
- •Media Logic
- •Cultivation Analysis
- •Key Takeaways
- •Exercises
- •2.3 Methods of Researching Media Effects Learning Objectives
- •Content Analysis
- •Archival Research
- •Surveys
- •Social Role Analysis
- •Depth Interviews
- •Rhetorical Analysis
- •Focus Groups
- •Experiments
- •Participant Observation
- •Key Takeaways
- •Exercises
- •2.4 Media Studies Controversies Learning Objectives
- •Problems with Methodology and Theory
- •Active versus Passive Audience
- •Arguments against Agenda-Setting Theory
- •Arguments against Uses and Gratifications Theory
- •Arguments against Spiral of Silence Theory
- •Arguments against Cultivation Analysis Theory
- •Politics and Media Studies
- •Media Bias
- •Media Decency
- •Jack Thompson versus Violent Video Games
- •Media Consolidation
- •Key Takeaways
- •Exercises
- •End-of-Chapter Assessments
- •Critical Thinking Questions
- •Career Connection
Career Connection
Media studies are used in a variety of professions and capacities. These range from university researchers to small-time music groups that want to assess their online presence. A number of online research tools exist that can help organizations and individuals learn more about the effect of media on important issues and topics.
List two or three prospective careers and think of one way that media studies could be beneficial in each. Search for online media research tools that would assist you in a media research project involving your chosen careers. Answer the following questions:
What kind of project would be beneficial to you in this field?
How would you set up the project to ensure usable and accurate results?
How would you present the results of your studies to clients, employees, and investors?