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Week One Lecture 2 Notes

by: Franchesca Mueller

Week One Lecture 2 Notes CMN 429

Franchesca Mueller
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Class notes and Class discussion notes for Week one Lecture 2
Race and the Mass Media
Cabral A Bigman-Galimore
Class Notes
race, mass, Media




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This 2 page Class Notes was uploaded by Franchesca Mueller on Thursday August 25, 2016. The Class Notes belongs to CMN 429 at University of Illinois at Urbana-Champaign taught by Cabral A Bigman-Galimore in Fall 2016. Since its upload, it has received 9 views. For similar materials see Race and the Mass Media in Communication at University of Illinois at Urbana-Champaign.

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Date Created: 08/25/16
Thursday August 25 2016 CMN 429 – Race and Mass Media ­ Week 1 Lecture 2  Instructor: Cabral Bigman­Galimore Approaching Race and Mass Media from a Social Science Perspective: Theory and Method  Topics of discussion in class:  What is the Role of the Media when regarding race like today? ­ To broadcast racial situations ­ Establishes stereotypes  ­ In society social norms about race are kind of unspoken, Media takes those unspoken  social norm and establishes them through various roles in media  How would you measure race in media? ­ Survey the minority groups – their perceptions  ­ Look at the major ad agencies and looked at their post released ads to see who’s actually  in them race wise.  o Focus more on the Ads that were the most successful  ­ Content analysis of ads by picking a sample and looking at the groups of people and their race within this sample  o Develop guidelines to determine each race and ethnicity  o Needs to be replicable  o Cultivation research is mostly content analysis of what is on T.V.   Many people believe and agree with things shown on television   Because of this, it is important to focus on the racial content being  broadcasted on T.V.  Who is under represented and who is over represented   Based on percentage of the general population   The number of times a certain stereotype appears ­ Coding­ looking for specific features such as race, gender, skin tone.  Class Slide Notes:  Average TV Use in America  rages from 2­3.5 hours per day ­ On weekdays, people in Illinois watch less T.V. than on the weekends ­ During the week no one watches more than 3 hours of T.V a day but on the weekend  there is a few people watching 6 or more hours of T.V. a day  Scientific Approach  ­ What do you think of when you think of the scientific approach? o Scientific method – solving theories  o You have a question about a theory that you are trying to answer  o A theory – explanation on how things might relate to each other  Thursday August 25 2016 Cultivation Theory  ­ Theory: Television cultivates beliefs about the world by telling stories about society.  People who watch a lot of TV absorb these TV beliefs and values.  ­ Hypothesis: Compared to light viewers, people who are heavy TV viewers will report  beliefs and values that agree more with those presented on TV ­ Falsifiable: Can test whether there is a positive relationship between amount of TV  viewing and reported beliefs and values that agree with those presented on TV.  o Got to be asking something that may turn out to not be true.  o Test correlation and relationship  Social Cognitive Theory  ­ Theory: People learn from observing others (including others in media) and model their  behavior on what they observe, especially when those behaviors are rewarded and feature attractive similar others.  ­ Hypothesis: Kids who watch programs like Sesame street where prosocial behavior is  modeled and rewarded will show more prosocial behavior than those who are not  exposed to that content.  ­ Falsifiable: Can test whether there is a positive relationship between amount of TV  exposure to programs like Sesame street with prosocial behavior and children’s’ own  prosocial behaviors  Methods: Kinds of Surveys  ­ Cross­sectional – One­time point ­ Longitudinal – follow up survey in the middle of the semester – multiple time points  ­ Panel­ same individuals  ­ Trend – different people; repeated cross­sectional  o You can trace trends over time – use longitudinal survey  ­ Cohort­ different individuals from same group (birth cohorts, school cohorts)


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