Reading I NEED HELP ON MY HOMEWORK

9/28/2022

1

The Field of Media Effects

Current State of Media Effects Scholarship

• Large fragmented literature • Low Elevation • Lots of breath, little depth

Wide breadth of what

Lim ited

d ep

th o

f w h

y, h o

w ,

an d

w h

en

Role of Theory in Media Effects Scholarship • Lots of theories

• Most only used once or twice

• Lots of research studies • Most not guided by theory

• Weak methods that can’t properly test theory • How to interpret findings?

• Weak theory? Or Weak methods?

9/28/2022

2

Methodological Problems in the Field

Methodological Problems in the Field

1. One time point measured but interpreting change

2. Did not use random sampling

Analysis Strategy

• 14 analytical dimensions • Arranged in four groupings

1. Conceptualization of theory

2. Components of theory

3. Empirical tests of theory

4. Theory development over time

9/28/2022

3

I. Conceptualization of theory

1. Conceptualization foundation: Need for theory based on what? • Critical analysis of existing work

• Patterns discovered in existing work

2. Why is this theory needed? • Filling missing gaps

• How exactly this theory fills those gaps?

3. Conceptualization of media • What kind of media is the theory about?

I. Conceptualization of theory

4. Conceptualization of media effect? • Who, what, when, how • Who is affected?

• Individuals, groups, society?

• When are they affected? • Immediately, over time?

• What is affected? • Cognitive, attitudinal, physiological, behavior?

• How is it affected? • Positively, negatively, increases, decreases? • Intentionally or not?

I. Conceptualization of theory

5. Conceptualization of media influence. Effect is about:

• Acquiring something new • Knowledge

• Triggering or activating within you • Memory, feeling, association

• Altering or changing within you • Attitudes, behaviors

• Reinforcing something within you • Mental associations

9/28/2022

4

Social Cognitive Theory II. Components of theory

6. Concepts • What are the key concepts? • How are the defined?

7. Propositions • What is the relationship between

these concepts?

8. Foundational assumptions • Ontological & epistemological

• Realist • Scientific method

Ontological & epistemological beliefs

III. Empirical Testing

9. Stimulating scholarly attention • Research studies showing support or

contradictions to the theory

• Reviews/criticisms of the theory

10. Major lines of research • Strengths/limitations based on existing work

11. Empirical validity • Support for claims of theory?

• Support for conceptualization?

• Support for assumptions?

9/28/2022

5

IV. Theory development

12. Conceptual development • Response to criticisms

• Evolution based on context

13. Methodological development • How best to study the theory?

• New methods/analytical techniques?

14. Current challenges? • Unanswered questions

• Unknown contexts?