MMC3420 EXAM 1 QUESTIONS & ANSWERS
Mass Communication - Answer -Any communication channel used to simultaneously
reach a large number of people.
Research - Answer -An attempt to discover something
Methodology - Answer -Description of processes taken in conducting research. (How to
conduct research)
Theory - Answer -A system of ideas or set of principles intended to explain some
casual phenomena or relationship among concepts.
What are the research phases when a new media technology is introduced? - Answer -
1. The medium itself
2. Uses & Users of the medium (Who is using it and how they're using it)
3. Effects of the medium
4. How the medium can be improved
What historical events/ periods encouraged the growth of mass media research? -
Answer -1. Propaganda Research after World War I & II
a. Hypodermic needle model/Magic Bullet: any info read is shot to us and absorbed.
You sent me a message now I love it.
2. Advertising in 50s & 60s: TV being popular in homes
3. Effects on children
a. Violence, sex, pro-social
4. Increased competition for money
a. Audience Fragmentation
b. Changing values/lifestyles demographics, image, studies, audience segmentation.
What are unscientific ways of knowing? - Answer -- Tenacity (it has always been true)
Everything is always changing
- Intuition (Self-evident) That is not a universal experience
- Self-discovery
- Authority
What are the six basic characteristics of the scientific method? - Answer -1. Scientific
Research is public
- So that it's replicability can be verified
2. Science is "objective"
- Develop and follow explicit rules and procedures for collecting data.
, - Facts instead of interpretations of facts.
3. Science is empirical
- Knowable and potentially measurable. Phenomenon which is perceivable and able to
be classified
- Of the world. Measurable in any way (qualitative and quantitative)
- Conceptual (Constitutive) definitions are somewhat abstract; define a world/concept by
substituting other words. Personal attitude that varies in favors and strengths
- Operational definitions specify procedures that allow for the measurement of
something. How you measure. Set of procedures that lets you measure your conceptual
attitude. (Rate 1-10)
4. Science is systematic and cumulative
- No single research study stands alone; nor does it rise and fall by itself
- Always start with previous research
- Laws are statements of fact that explain actions that are generally accepted and
universal
5. Science is predictive
- Predict future phenomenon. What scientific theories do
6. Science is self-correcting.
- We do better over time.
Compare and contrast academic research and applied research. - Answer -1.
Academic (Basic)
- Generally theoretical or scholarly. Concerned with humans interacting with media
- Publicly available; Not as deadline-driven; can be cheaper
2. Private (Applied)
- Concerned with specific media industry and audiences. Goal is satisfy a client who
wants to make money
- Often proprietary; completed quicker, more expensive
3. Both academics and private sector researchers can do both types; Both can utilize
quantitative and qualitative methods. Both want to predict the future.
- To predict what comes next.
What is the over-time process, or steps, in developing a research project? - Answer -1.
Select a problem/question
2. Review literature and theory
3. Develop research questions/hypotheses
4. Determine appropriate methodology
- Quantitative: Enumerating; Generalizable.
- Qualitative: Unique; text-based; not generalizable. (Focus groups, surveys)
5. Collect relevant data
Mass Communication - Answer -Any communication channel used to simultaneously
reach a large number of people.
Research - Answer -An attempt to discover something
Methodology - Answer -Description of processes taken in conducting research. (How to
conduct research)
Theory - Answer -A system of ideas or set of principles intended to explain some
casual phenomena or relationship among concepts.
What are the research phases when a new media technology is introduced? - Answer -
1. The medium itself
2. Uses & Users of the medium (Who is using it and how they're using it)
3. Effects of the medium
4. How the medium can be improved
What historical events/ periods encouraged the growth of mass media research? -
Answer -1. Propaganda Research after World War I & II
a. Hypodermic needle model/Magic Bullet: any info read is shot to us and absorbed.
You sent me a message now I love it.
2. Advertising in 50s & 60s: TV being popular in homes
3. Effects on children
a. Violence, sex, pro-social
4. Increased competition for money
a. Audience Fragmentation
b. Changing values/lifestyles demographics, image, studies, audience segmentation.
What are unscientific ways of knowing? - Answer -- Tenacity (it has always been true)
Everything is always changing
- Intuition (Self-evident) That is not a universal experience
- Self-discovery
- Authority
What are the six basic characteristics of the scientific method? - Answer -1. Scientific
Research is public
- So that it's replicability can be verified
2. Science is "objective"
- Develop and follow explicit rules and procedures for collecting data.
, - Facts instead of interpretations of facts.
3. Science is empirical
- Knowable and potentially measurable. Phenomenon which is perceivable and able to
be classified
- Of the world. Measurable in any way (qualitative and quantitative)
- Conceptual (Constitutive) definitions are somewhat abstract; define a world/concept by
substituting other words. Personal attitude that varies in favors and strengths
- Operational definitions specify procedures that allow for the measurement of
something. How you measure. Set of procedures that lets you measure your conceptual
attitude. (Rate 1-10)
4. Science is systematic and cumulative
- No single research study stands alone; nor does it rise and fall by itself
- Always start with previous research
- Laws are statements of fact that explain actions that are generally accepted and
universal
5. Science is predictive
- Predict future phenomenon. What scientific theories do
6. Science is self-correcting.
- We do better over time.
Compare and contrast academic research and applied research. - Answer -1.
Academic (Basic)
- Generally theoretical or scholarly. Concerned with humans interacting with media
- Publicly available; Not as deadline-driven; can be cheaper
2. Private (Applied)
- Concerned with specific media industry and audiences. Goal is satisfy a client who
wants to make money
- Often proprietary; completed quicker, more expensive
3. Both academics and private sector researchers can do both types; Both can utilize
quantitative and qualitative methods. Both want to predict the future.
- To predict what comes next.
What is the over-time process, or steps, in developing a research project? - Answer -1.
Select a problem/question
2. Review literature and theory
3. Develop research questions/hypotheses
4. Determine appropriate methodology
- Quantitative: Enumerating; Generalizable.
- Qualitative: Unique; text-based; not generalizable. (Focus groups, surveys)
5. Collect relevant data
