3. The Idea of Culture and Media Studies (From Chap. 15, Campbell)
- Early Developments in Media Research
- Research on Media Effects: Information or Transmission Model
Evaluating research on media effects:
- Focus on individual behavior and behavioral control.
- Difficult to evaluate social/political context. normative assumptions not always made clear.
- Focus on information rather than meaning
- Focus on persuasion rather than more pervasive cultural ideology.
3.3 Cultural approaches to media
- Active character of meaning production emphasized.
- Interpretive mode of analysis added.
- Political, economic and social context emphasized.
- Questions science as scientism.
