| Three main levels of effects |
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1. Cognitive |
how does the media influence thinking?
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ex. agenda setting
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the media is very good at telling us what to think about, but not what to think about what we think about!
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| 2. Affective |
how quick, how long and with what intensity can the media affect attitude change?
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ex. speed, short/long term, reinforce/convert
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3. Behavioral |
what behaviors does media model and, are they positive or negative?
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pro-social or anti-social
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| Research Methodologies |
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| 1. Historical |
investigates past/current media content in order to make comparisons
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then to now, why have things changed (if they have changed?)
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2. Survey |
to get at quantitative and qualitative information about the audience
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who, what, when, where, how, why
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| 3. Experimental |
controlled environments to isolate variables
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ex. our Terminator experiment
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