Scope and Development of Communication Research
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This document discusses key topics in the development of communication research including the nature and scope of communication research. It outlines 13 milestones in mass communication research from the 1930s to the 1970s. Some of the major milestones discussed include the Payne Fund Studies from 1933-1935 which examined the effects of movies on children, Herta Herzog's 1944 research on radio gratifications which helped develop the uses and gratification approach, and agenda setting research from the 1970s which examined how media can influence political priorities and issues.
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Scope and Development of Communication Research
- 1. SESSION 1 Nature and Scope of Communication Research Development of Communication Research Milestones in Mass Communication Research Gayathri Baiju Research Scholar Department of Journalism and Mass Communication University of Calicut
- 2. RESEARCH an attempt to discover something. two syllables; re and search one of the ways to find answers to your questions a careful, systematic, patient study and investigation in some field of knowledge, undertaken to establish facts or principles. (Grinnell 1993: 4)
- 3. Nature of Communication Research Systematic Scientific Objective Definiteness Verifiable Cumulative Generality Predictable Dynamic
- 4. Scope of Communication Research Academic Research Psychology Sociology Development Film Linguistics and Language Environment Health Politics Crisis Management
- 5. Scope of Communication Research Newspaper and Magazine Readership Studies Uses and Gratification Circulation Research Readability E- magazines Newspaper and magazine Apps
- 6. Scope of Communication Research Electronic Media Rating Program Testing Music Research Format Studies Cinema Films and Apps OTT Platforms
- 7. Scope of Communication Research Advertising Exposure Studies Campaign Studies Observation of Respondents Internet Ads Innovative Channels for advertising
- 8. Scope of Communication Research Public Relations Social Audits PR Planning Internal PR analysis Internet and Social Media
- 10. Development of Communication Research Phase 1 “The Medium Itself” What is it? How does it work? What technology does it involve? How is it similar of different to what already available Functions Access Cost
- 11. Development of Communication Research Phase 2 “Uses and Users of medium” How people use medium in real life? Purpose / Age groups Gratifications Replacement
- 12. Development of Communication Research Phase 3 “Effects of medium” includes investigations of the social, psychological, and physical effects of the medium. Time spent Change in perspectives Negative or harmful effects Can the medium be combined with other medium for making it more useful? Does the medium help people?
- 13. Development of Communication Research Phase 4 “How the medium can be improved” research is conducted to determine how the medium can be improved, either in its use or through technological developments. Can the medium provide information to more types of people? How can advanced technology used to enhance the medium?
- 14. Development of Communication Research Invisible Phase Phase 5 “How the medium can make money” Most number of researches !!!
- 15. Milestones in Mass Communication Research
- 16. Milestones in Mass Communication Research Milestone #1 1933-1935 The Payne Fund Studies 13 studies financially supported by The Payne Fund, a private foundation the effects of movies on the behavior of children and adolescents film content, audience composition, and effects on children enforcement of the Hays Code
- 17. Milestones in Mass Communication Research Milestone #2 1940 The Invasion from Mars Mercury Theater broadcast of a radio play based upon H.G. Wells' novel 28% of listening Americans misunderstood it for the real thing Hadley Cantril polled 250 social scientists concerning what they thought were its causes Found strong media effects.
- 18. Milestones in Mass Communication Research Milestone #3 1940s Diffusion of innovation Adoption of agricultural techniques. Other types of innovations leading to social change Media and dissemination of information Evertt Rogers
- 19. Milestones in Mass Communication Research Milestone #4 1944 The People’s Choice Research into voters’ decision-making processes during the US election, 1940. Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet Only about 5 percent of people changed their voting preference as a result of media consumption Media reinforces rather than change people’s position
- 20. Milestones in Mass Communication Research Milestone #5 1944 Radio Gratifications Herta Herzog. Feminine genre of daytime radio serials Developed as Uses and Gratification Approach
- 21. Milestones in Mass Communication Research Milestone #6 1949 Film Experiments on US Soldiers Effects of films were found out to be limited. Military training films on the Morales of US soldiers World War II Frank Capra’s Why we fight films Carl Hovland from Yale University Lazarsfeld and Hovland matched the results
- 22. Milestones in Mass Communication Research Milestone #7 1953 Communication and Persuasion Selective influence of media on individuals Results of Yale Communication Research Programs. Source Credibility Structure and Content of Message Degrees of self esteem Active and Passive involvement
- 23. Milestones in Mass Communication Research Milestone #8 1955 Personal Influence Decatur Study of Opinion Leaders. Interpersonal Communication Katz and Lazarsfeld (1955) helped to establish the two-step flow Types of leaders Characteristics of leaders
- 24. Milestones in Mass Communication Research Milestone #9 1952-1954 Project Revere At the height of the Cold War. 1952–1954 funded by the U.S. military Use of airborne leaflets to replace, or circumvent, other channels University of Washington Melvin De Fluer
- 25. Milestones in Mass Communication Research Milestone #10 1954 Seduction of the Innocent Effects of crime comic books on children. Frederik Wertham Serious cause of juvenile crimes Violence, Sex and Drug abuse
- 26. Milestones in Mass Communication Research Milestone #11 1961 Television and Children Functions of Television. Usage among age groups Cognitive, affective and behavioral inflences Wilbur Schramm, Jack Lyle, Edwin Parker Psychologists and Psychiatrists
- 27. Milestones in Mass Communication Research Milestone #12 1960-70s Mass Media and Violence Social Violence. Cultivation analysis impact of violence in entertainment programs ‘Surgeon General’s Report on Television and Social Behavior,’ Comstock and George Gerbner Television and Social Behaviour
- 28. Milestones in Mass Communication Research Milestone #13 1972 Agenda Setting From communication to journalism. Political Decision Making, Voters, Issues Power of Press James Bryce Walter Lippman
- 29. THANK YOU
Editor's Notes
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.
- The Payne Fund Studies were a series of studies conducted to determine the effects of movies on the behavior of children and adolescents. They were paid for by The Payne Fund, a private foundation, and performed in the late 1920s and early 1930s. They have been criticized as lacking scientific rigor but were the first attempt to rigorously study the media. They were politically significant and were instrumental in the enforcement of the Qualitative analysis of the movies was used to determine the categories of movie content. Census and survey data was used to determine the actual audience attending these movies. Effects were measured using experimental design, questionnaires, case studies and personal interviews. Emotional stimulation was measured using laboratory techniques. Hays Code. They are credited with contributing to the demise of Pre-Code film-making in Hollywood.