MASS COMMUNICATIONS 3020: Mass Communication Effects
Spring 2000
Dr. Michael Basil, office: MCOM #107, phone and voice
mail 871-3984, fax: 871-4949, email: mbasil@du.edu
This class will review the scientific research which has
examined the effects of mass communication on audiences. It is designed
to expose you to the research that has been conducted and what we have
learned. You should come away with a better understanding of when and how
the mass media affect their audience. This information should make you
a more informed citizen with a better understanding of the mass media.
We will start with an overview of the ways of knowing
and the scientific method. Then we will move on to review the history of
each new mass medium. We will focus on the most important studies in media
effects. Our primary concern is how these studies have provided the basis
for what we know about the effects of the media, how that knowledge can
be applied, and how the research occurs in the context of the general society.
Objectives of course
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Knowledge of the history of the mass media
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Exposure to the idea of technological determinism and its
alternatives
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An understanding of the scientific method and the role of
research in our society
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Knowledge of several scientific studies of effects and information
on how frequently and large effects are
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The ability to think more critically about the effects of
the media
Grading will be based on:
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Midterm:.......250 points
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Group Project:.250 points (150 points - group grade, 100
- individual participation)
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Final Exam:....250 points
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Papers:... 250 points (50, 100, and 100 points each) Content
(breadth, accuracy, innovativeness) and form (spelling and grammar) will
all determine grades. No plagiarism, of course; duh!
Texts:
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Lowery, S. A. & DeFleur, M. L. (1995). Milestones
in mass communication research (3rd ed.). White Plains, NY: Longman.
Assignments:
In ONE page, provide an answer to the following (spelling
and grammar count). Feel free to use a memo (TO: FROM:) format if
you'd like.
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1. [Due April 12] Interview three people. What kind of effects
do they believe the Internet will have on our society? Classify them as
technological determinists, societal determinists, of somewhere in between.
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2. [Due May 3] Which factor shaped what was studied by effects
researchers? Support your view with examples from the studies covered so
far in class.
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3. [Due May 22] Does the research show that television is
a more powerful medium than radio? Explain why or why not.
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Group project (2-5 people) Select one area of research
in media effects -- pornography, violence, advertising, diffusion, etc.
Find three new scientific studies on that topic (since 1990). Describe
the findings of the new studies. [Hint: To find studies, do a search of
the articles in the library -- using UNCOVER, FIRST SEARCH or Communication
Abstracts. You may also have to find several studies to find ones with
actual research. NOTE: DO NOT simply search the Internet.
The Internet is not an article database.] For the paper, review these
studies and explain what they add to the original (if anything).
Schedule
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What are media effects?
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Wednesday, March 22 -- Introduction to class
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Ways of knowing and the first study
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Lazarsfeld and his contributions
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Some later radio studies
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What does it all mean?
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Hovland and Persuasion research
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Mass and interpersonal communication
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Early television studies
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Commissioned studies on violence
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Recent research
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Tuesday May 30, 9:00 - 10:50 a.m. -- FINAL EXAM Group
paper due