Research Methods in Communication Studies

A research approach in communication studies that focuses on understanding media's influence on individuals and society. This approach emphasizes empirical methods, quantitative data, and generalizable findings.

A theoretical framework that analyzes how different parts of a system contribute to its overall functioning. It asks: how do media activities contribute to the stability and reproduction of society?

A research approach that emphasizes objective observation, measurement, and statistical analysis. It seeks to establish generalizable laws and principles about media effects.

The use of surveys, experiments, and statistical analysis to study media effects. This approach aims to identify patterns and trends across large groups of people.

Research approaches that focus on the subjective meanings and interpretations people derive from media. They go beyond simply observing behavior and delve into understanding how people make sense of the world through media.

A theory of communication that focuses on the direct influence of external stimuli on a person's behavior. It suggests that media messages have a significant impact on individuals, who act passively without critically processing information.

A research approach that focuses on understanding the persuasive effects of communication, both intended and unintended. It investigates how messages influence attitudes, beliefs, and behaviors.

A research method that analyzes the content of media messages, often using quantitative techniques to identify trends and patterns.

A research method that uses surveys or experiments to measure media effects. It aims to establish a causal relationship between exposure to media and changes in attitudes, beliefs, or behaviors.

The idea that mass media can directly manipulate individuals and cause significant social changes, implying a powerful and almost immediate effect.

The belief that persuasion is a universal process, where different types of messages have similar effects on individuals.

The focus of research shifts from the overall impact of mass media to examining specific conditions and factors that contribute to communication's effectiveness.

The credibility of the source of a message is important for how persuasive it is.

Research aimed at addressing practical issues and improving society, often driven by government or public needs.

A research approach that emphasizes objective observation, measurement, and statistical analysis to identify generalizable patterns in media effects.

Research that examines the social and cultural context of media, its power structures, and its broader impact on society.

The idea that mass media's influence is not a direct, forceful effect but rather a complex interaction between communication, individual characteristics, and social contexts.

Persuasion is generally considered acceptable, while propaganda carries a negative connotation because it often involves manipulation and hidden agendas.

This theory suggests that people are not passive recipients of media messages. Instead, they actively select, perceive, and remember information that aligns with their existing beliefs, attitudes, and values.

Cognitive dissonance refers to the mental discomfort experienced when encountering information that contradicts pre-existing beliefs. People often use selectivity theory to reduce this discomfort.

Selectivity theory suggests that propaganda may be less effective than expected because people often avoid or reinterpret messages that contradict their beliefs.

This theory posits that communication effects are more likely to reinforce existing beliefs than to convert individuals to new ones.

Selectivity theory can be leveraged to influence behavior by targeting existing beliefs or patterns of behavior.

Propaganda can target specific behaviors rather than directly changing beliefs, exploiting existing behavioral patterns.

The effect of communication on a person's knowledge, including both new information and reinforcing existing knowledge.

The influence of communication on an individual's beliefs about the world, like their views on life, relationships, and politics.

How communication affects someone's evaluation, appreciation, and judgement of things.

The effect of communication on a person's actions or behaviors.

The impact of communication on a person's emotional state, like triggering feelings of happiness, anger, or sadness.

A theory that suggests individuals are more likely to seek out and consume information that aligns with their existing beliefs and attitudes.

A phenomenon where algorithms and online platforms personalize content based on user behavior, potentially isolating individuals in echo chambers of information.

A communication model that emphasizes the influence of opinion leaders in shaping public opinion. These individuals receive information from mass media and then disseminate it within their social networks.

Individuals within a social network who are influential in shaping opinions and behaviors of others due to their expertise, social standing, or access to information.

The study that observed how housewives' choices regarding clothes, media, and politics were often influenced by other individuals rather than by media directly.

Early mass society theorists believed in an atomized public directly reached through mass communication (the individual becomes part of the crowd).

The idea that interpersonal relationships play a crucial role in communication, where individuals are influenced by their social networks and share attitudes and beliefs formed through shared media exposure.

The process where individuals are more likely to accept information consistent with their existing views and reject information that contradicts those views.