SMPA 1050 - Week Four
SMPA 1050 - Week Four 1050
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This 3 page Class Notes was uploaded by Ellee Watson on Sunday September 28, 2014. The Class Notes belongs to 1050 at George Washington University taught by a professor in Fall. Since its upload, it has received 195 views. For similar materials see Media In Free Society in Public Relations at George Washington University.
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Date Created: 09/28/14
September 23 2014 Hollywood Commercial media needs to re ect popular tastes Impossible to be successful if you39re ahead of the curve Trying to mix art and commercial success Hollywood has had an interesting relationship with the government The Hollywood industry in the 1930s was seen as out of control and scandalous Hollywood created its own trade association Motion Picture Producers and Distributors of America o Will Hays is appointed the head of it was the postmaster and had a strict reputation it was a symbolic gesture to the government 0 Creates the Hays Code Hollywood was pretty much a vertically integrated monopoly until the 40s They own every part but are regulated by the commission forced them to be behind the times Studios controlled distribution and exhibition They could limit the foreign productions theatres were showing Italy and France has some important film movements like neorealism 1948 US vs Paramount challenging vertical integration and completely changes Hollywood 0 They can39t vertically integrate 0 Actors directors and producers are liberated o Distributors and exhibitors are liberated rise of the art house 0 Opens up these markets for foreign films Hollywood was turning out sex and violence during the 20s but the code becomes more and more isolated from the audiences the gap grows 0 Best picture nominees like Oliver From 1968 show how out of touch they were Roger Corman o Takes advantage of US vs Paramount and starts making low budget movies about monsters drugs violence and biker gangs 0 Incredibly important because he figures out he can make really bad movies cheaply and people will watch 0 He uses UCLA and USC students learning to make films as his people 0 They learn how to make movies by making bad ones 0 Thematically different antihero changing our narrative to something that is more important and interesting I Bonnie and Clyde 1967 Rise of great directors who run the show End of the studio system replaced by directors and writers calling the shot Easy Rider 0 Real popular music not using musicals or classical o Candid drug description of drug use and a lot of sex 0 Cost 10 million but makes in the 9 figures It made so much money that the studios said do this IAWS blockbuster introduces the summer blockbuster 0 Media event makes reams of money 0 Spielberg made it on budget 0 They realized we don39t have to have these dark long over expensive movies 80s bland 90s evolution Pulp Fiction o It changes the Hollywood system to create independent films The Bechdol Test only 12 ofthe movies since the 70s have passed it September 25 2014 Research Methods 3 measure research design approaches content analysis survey experiments Internal validity way I did the study External validity can I generalize the findings Survey Research 0 0 We39re trying to leverage our ability to get as many opinions as possible Advantages generalizable assuming we have properly sampled we can make claims about a population Disadvantages can39t make causal claims evidence about relationships tends to be correlated not about causal relationships There39s always a margin of error but we want 3 Sampling vs Census Generalizable must be a random sample in order to be able to make a claim about the population if you pick a good sample you can be pretty sure this is how the population feels Census 9 no margin of error In person interviews huge advantages but the disadvantages come from facing someone and trying to please them with your response Types of questions used I open ended don39t give them an answer so they give their thoughts I close ended give answers to choose quicker more questions but not capturing the broadness of opinions Question wording is important seemingly minor variations make a huge difference Question order matters context can in uence responses Non attitudes I say I have an opinion on something I know nothing about Content Analysis 0 O O 0 Interested in a media question and read the stories and find an answer in the content everybody could read Quantitative or qualitative advantages richer data but not empirical Codebook defines all of your variables and explains it to the coders Intercoder reliability does not have any internal validity if you39re the only coder because you might be seeing things that you want to Experiments 0 Better chance at determining causality o An attempt to really find the effect of something 0 0 Issues random assignment type of design experimental stimuli how to measure variables of interest Population used in the experiment
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