Debates over the effects of the media try to answer questions such as whether media effects are diminished when audiences know that content is only make-believe and whether media reinforces preexisting values or is replacing them. Social scientists tests the explanations of various theories advanced to answer these questions by doing research.
Quantitative research methods include experiments, surveys, and content analyses. Experiments measure the impact of independent variables on dependent variables and sacrifice generalizability for control and the demonstration of causation. Surveys use samples drawn from populations and sacrifice casual explanations for generalizabilty and breadth. Qualitative methods include historical, critical, and ethnographic research. Researchers use methods such as the analysis of primary and secondary sources and the undertaking of participant-observer studies.
One of the most studied effects issue is the impact of mediated violence. Researchers have studied the link between violent media content and subsequent aggressive behavior, with social learning theory discrediting the notion of catharsis. There is, however, disagreement regarding the exact interplay of content and behavior. The impact of media portrayals of different groups of people and the impact of the media on political campaigns are two other effects issues that have been studied.
Copyright ©2001 The McGraw-Hill Companies. Any use is subject to the Terms of Use and Privacy Policy. McGraw-Hill Higher Education is one of the many fine businesses of
The McGraw-Hill Companies, Inc..
