Foundations & Early Concerns
Mass media research focuses on solving problems related to this "bottom line" rather than a company's bottom line.
What is society's bottom line?
Political scientist Harold Lasswell viewed mass media organizations as powerful "weapons" of this because they reached huge audiences quickly.
What is persuasion?
Lazarsfeld’s model of media influence states that information moves from media to opinion leaders, then to others, in this many steps.
What is the Two-Step Flow model?
What type of media research is interested in learning how media presents their audiences with technologies and how audiences find meaning in these media messages?
What is cultural studies?
Which mass media industry did Ms. Evitt study in college?
Film
Mass media research is defined as the application of these structured methods to understand or solve media-related problems.
What are systematic methods?
These messages are specifically designed to change the attitudes and behaviors of large, disconnected populations on controversial issues.
What is propaganda?
In Lazarsfeld’s model, frequent media users who pass along and discuss content with others take on this specific role.
What are opinion leaders?
What questions are asked when MAKING SENSE OF MEDIA EFFECTS?
Are the questions the researcher is asking interesting and important?
Into what research does the study fall?
How good is the research design?
How convincing is the analysis?
What do you wish the researchers would do next in their research?
Which teacher at BCA has worked as a journalist?
Ms. Ray
Early researchers focused on which group of American society and preventing their bad behavior.
What is children?
This classic concept describes the idea that mass media create "the ideas in our heads" regarding world events.
What is agenda setting?
This research approach explores when, how, and why people choose specific mass media or genres to satisfy their personal needs.
What is Uses and Gratifications research?
Media ownership by large conglomerates can create this ethical problem when news outlets report on their parent company's outside business interests.
What is a conflict of interest?
What is Netflix's annual net income as of Sept 2026?
$14.76 Billion
What is their bottom line as in financial profits?
This theory states that media messages directly and powerfully control audience reactions.
What is the Magic Bullet (or Hypodermic Needle) approach?
This theory states that highly educated populations acquire information faster than less educated groups, causing a growing divide in understanding.
What is the Knowledge Gap?
This field emphasizes how unfavorable media portrayals of marginalized groups help dominant groups retain power over them.
What are Cultivation Studies?
What year was Youtube created?
2005
In the mid-1920s, parents, social workers, and welfare organizations grew deeply concerned about the negative impacts of this specific medium on children.
What are movies (or films)?
What is it called when mass media messages designed to sway public opinion on social topics are used for political agendas.
What is propagand?
This term refers to the gap between those who have access to and knowledge of technology and those who do not due to income or education.
What is the Digital Divide?
George Gerbner coined this term within cultivation studies to describe how heavy exposure to TV violence leads viewers to perceive society as dangerous and scary.
What is the Mean World Syndrome?
How old is the Walt Disney Company?
102 years old. Founded on October 16, 1923