SPCH 3710
CHAPTER 1-- SUMMARY

I.  Reasons for using the scientific method to seek answers

"Mass communication is part skill, part art, and part science" PAGE 3
-- science because it contains certain verifiable principles 
--science because understanding how communication works becomes 
a key for examining ways in which future communication can meet 
specific goals more effectively

	A.  Definition: McLean (1972)
	Scientific theory = our understanding of the way things work

	B.  "Good" scientific theory
		1) --may be used to describe
		-- may be used to predict
		-- may be used to control outcomes

		2) --may concentrate on a specific component, being 
		source-focused or receiver (audience) focused
		--may look more specifically at media uses by audience 
		members, or may look at media effects on audiences

II. Some source-focused studies.  

	A.  Lavidge & Steiner (1961) ad effects
	3 steps/ stages of influence: cognitive (knowledge) -> 
	affective (emotions) -> conative (realm of motives/ desires)

	B.  McGuire (1973) matrix of persuasion
	scrutinized effects at various points: 
	source/message/channel/receiver/ destination

	C.  Krugman (1977) AIETA model
	Awareness/ Interest/ Evaluation/ Trial/ Adoption

III.  Some audience-focused studies

	A.  Effects research-- what does media do to people? 
		1) Klapper (1960) suggested media has limited effects 
		and interpersonal contacts also influence audiences

		2) Popper (1963) emphasized that unintended effects are 
		important

	B.  Uses and gratifications research-- what do people do with 
	the media? 
		1) Katz (1959) investigated media use within the 
		activities of popular culture (started this line of inquiry 
		in modern communication studies)

		2) Blumler & McQuail (1969) how and when do people use 
		the media to learn about political information?

	C.  "Information overload" research--how do people feel and 
	respond to media availability
		1) Heibert, Ungarait, Bohn (1974) suggested "the audience 
		for mass communication is a victim, not a receiver"

		2) Klapp (1982) claimed information is not the same as 
		meaning.  Information is the reduction of uncertainty, 
		meaning is the making sense of information

		3) Wurman (1989) defined the term "information anxiety" 
		where we think we should understand more than we do.

IV.  Definitions of media

	A.  Wright (1959) -- definition of MASS MEDIA (bottom of page 7)
		1) directed to large, heterogeneous anonymous audiences

		2) messages are transmitted publicly, are timed to reach 
		large numbers, and are transient

		3) the communicator (source) operates within a complex, 
		expensive organization


	B.  McLaughlin (1986) -- categories of media are blurring 
	(Fig.1.3)
		1) get a grasp on the categories or axes of the chart. 
		(Form to Substance realm examines if the format or the 
		substance of the communication is the defining 					characteristic.  Products to Services realm examines if 
		the communication item or the delivery of the 
		communication item is the defining characteristic)

		2) What arguments/ concepts is the chart mapping?  Why 
		would the map be useful?  What does the chart say?  

V.  Conclusions-- and questions.  
	A.  McQuail & Windahl (1981) suggest we shift away from the 
	concepts of a large, stable audience, and a single type of 
	"ideal" media organization

	B.  Rogers & Chaffee (1983) suggest we recognize the 
	possibilities associated with new media interactivity and 
	audience media uses

	C.  Gerbner (1980) and others suggest we rethink theories 
	about audiences in general, since rarely are audiences uniform.

	D.  Kay (1984) suggests we consider possibilities associated 
	with user control of media content, such as constructed 
	personalized media on demand

	E.  Think in new ways-- "It would be a mistake for a student of 
	mass communication to focus on a given medium to study 
	exclusively" -- instead consider concepts in terms of general 
	processes and effects.  

Attempt to use the scientific method as a strategy for inquiry and 
verification of ideas.  Consider scientific theory to function to help 
us understand how mass media work, how we can make mass media 
better, and how we can inform media consumers about effects.