Social Scientific Perspective

Question 1

Mass Media: hypodermic needle hypothesis

Answer 1

• also called ‘magic bullet’
• implied mass media had a direct, immediate and powerful effect on its audiences
• After publication of “The Invasion of Mars” (radio) not everyone panicked
• Because.. Religiosity, lower education, low attention/critical ability etc. ‘skepticism’ or ‘media literacy’

Question 2

surveys

Answer 2

• Purpose: explain individual differences or changes
• random sampling
• standardized interview questions
• in ‘natural setting’
• self-reported data

Question 3

experiments

Answer 3

• Purpose: to uncover and isolate the effect of some phenomenon
• Ex: What is the effect of aspartame in causing cancer?
• Controlled lab settings
• Treatment before effect measures
• ***Measures causal effect of media

Question 4

field observations

Answer 4

• Direct observations and in-depth interview at site of social activities
• Activities, relationships embodied, participants’ accounts, material artifacts
• ***Qualitative observation in natural habitat

Question 5

content analysis

Answer 5

• Systematic observation and analysis of media content

- **Describes media content only