COM201 Week 8 Lecture
COM201 Week 8 Lecture COM 201
Popular in Introduction to Communication I
Popular in Communication Studies
This 3 page Class Notes was uploaded by Annika Curren on Friday February 27, 2015. The Class Notes belongs to COM 201 at University of Washington taught by Randal Beam in Winter2015. Since its upload, it has received 64 views. For similar materials see Introduction to Communication I in Communication Studies at University of Washington.
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Date Created: 02/27/15
COM 201B Week 8 Conditional Effects a media message produces different effects for different people under different circumstances lContingent Condition Situation that must exist for an effect to occur EXs Effect of political ad leads to effect of no candidate preference Braille reading skills leads to effect of reading Braille lContributory Condition Enhances a mass communication effect 0 EXs Regular reading of news has magni ed effects for highly educated people repeated exposure to aggressive content is stronger for people with underlying tendencies of aggression Content Analysis Research method where describe body of content speech FB post tweet etc in systematicrigorous fashion lQualitative 0 Not numeric rhetorical analysis lQuantitative Systematic objective so all can analyze in same way ex counting people in a room provides description numerically lSurvey Set of OS asked to people in same way for everyone EX ratemyprofessorcom lSample Survey 0 Given to subject of larger group in order to learnestimate characteristics of group 2 Basic Types lCross Sectional Done at one point in time o EX Favorite Super Bowl commercial lLongitudinal 0 Done over time EX presidential preference COM 2018 Week 8 Framing suggests what the issue is Process that content makers engage in Journalists TV writers PR rms politicians Selecthighlight some aspects of reality amp play downignore other aspects Purposeeffect To increase salience of some aspects of reality for information consumeraudience ANDOR journalists To de ne situation for info consumer to in uence interpretation of series of events Where Frames Come From From our individual experiences 0 Police vs jaywalkers friends From media 0 McCain the Maverick From our culture 0 Open internet vs net neutrality Why Framing Matters A method to study human characteristics Conducted under controlled conditions lab Features of an Experiment Random Assignment Experimental groups Control group Manipulation of X variable Experiments causality and external validity Framing experiment results Trying to det lf independent variable X causes change in Y H1 A whistleblower frame will lead to cause more positive assessments of Edward Snowden o patriotconcerned citizen gt in this condition rather than in control H2 A fugitive leaker frame will lead to cause more neg assessments of ES 0 traitor gt in this condition rather than in control OUR RESULTS failed Control Traitor 31 Patriot 69 Pro ES Patriot 71 Con ES Traitor 64 COM 2018 Week 8 Strength of Experiments Causality 3 criteria for establishing a causal relationship 0 Correlation or change 0 Time order 0 Eliminating other factors random assignment Weakness of Experiments quotexternal validityquot Circumstances are arti cial must be natural enviro o EX Forced us to read paper Spin form of propaganda its goal is to diffuse among journalists a frame of how a candidate did 0 Done to cultivate public support 0 Candidate representatives for political candidates are spinning it Initially journalists are spun but it s the audience Spinning to manage candidate s image Happens in other places than just politics Media macrolevel effects on politics Politics for TV Qla 0 67 TV is main source for news in 2012 0 Telegenic candidates fare best quotIllusion of Newsquot 01 o How are the media 39bought off Techniques used to get favorable coverage 0 Eye gt ear 0 EX Nixon did better over radio while Kennedy better on TV Effects on publicvoters agenda setting Q4 Media is successful in telling you Whatto think about and what s important