About 60-65 years ago, universities began to graduate Ph.D.-level researchers interested in and skilled at applying scientific methods to analyzi
November 3, 2024
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Assignment 2: Media Effects
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About 60-65 years ago, universities began to graduate Ph.D.-level researchers interested in and skilled at applying scientific methods to analyzing mass communication. These researchers soon began seeing patterns in mass communication production and consumption that they summarized in what have become some of the most influential theories about mass media effects: social learning theory, agenda-setting, the cultivation effect, the spiral of silence, media systems dependency, and the third-person effect.
Even as modern media research developed, Littlejohn and Foss (2023) say qualitative approaches with strong historical and interpretative bents were emerging. This cultural studies  approach to mass communication research examines how people make meaning, understand reality, and order experiences according to cultural symbols propagated by the media.  For example, some researchers explore the relationship between mass communication and democracy, while others study how media messages create and maintain our reality through the stories they tell. The critical theorists among them focus on how those stories reinforce existing power structures in a society.
Still other researchers see communication’s symbolic process as culture itself. These researchers say everything that defines our culture—our language, food, clothing, art, books, architecture, music, and other mass media content—is a form of symbolic communication that signifies shared beliefs about culture. According to Campbell, Martin, and Fabos (2015), when events occur that question reality, such as the
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