Reading Guide Module 2: Major Theories Of Media Effects Chap

Reading Guide Module 2major Theories Of Media Effects Chapter 1 The

Reading Guide Module 2major Theories Of Media Effects Chapter 1 The

Identify the key questions from the assignment: the primary purpose of scholarly fields, the definition of knowledge, the focal phenomenon of media effects, ontological and epistemological beliefs, the difference between evolution and revolution of ideas, the definition of a theory, distinctions between advocacy and scientific theories, their five components, and the life cycle of scientific theories.

Ensure the responses are succinct, within one to three sentences, and expressed in your own words based on your understanding from the readings and lectures.

Paper For Above instruction

The primary purpose of any scholarly field is to systematically investigate and understand specific phenomena to generate reliable knowledge. Knowledge refers to the understanding and information gained through systematic study and inquiry. The focal phenomenon of media effects is how media influences audiences' perceptions, attitudes, and behaviors.

Ontological beliefs concern the nature of reality—what exists—while epistemological beliefs relate to how we come to know and understand that reality. Evolution of ideas involves gradual development and refinement, whereas revolution entails sudden and fundamental shifts in thinking or paradigms.

A theory is a coherent set of concepts and propositions that explain a phenomenon or set of phenomena. Advocacy theories are driven by specific agendas or values, aiming to promote particular viewpoints, whereas scientific theories are developed through empirical testing and aim to objectively explain phenomena.

The five components of scientific theory include concepts, propositions, assumptions, observable implications, and explanatory power, with concepts and propositions being the most fundamental. The life cycle of scientific theories involves development, testing, refinement, acceptance, or rejection based on accumulating evidence.

References

  • McQuail, D. (2010). McQuail's Mass Communication Theory. SAGE Publications.
  • Gerbner, G., & Gross, L. (1976). Living with Television: The Violence Profile. Journal of Communication, 26(2), 173–199.
  • McLuhan, M. (1964). Understanding Media: The Extensions of Man. McGraw-Hill.
  • Lasswell, H. D. (1948). The Structure and Function of Communication in Society. The Communication of Ideas, 37, 215–225.
  • Bandura, A. (1977). Self-efficacy: Toward a Unifying Theory of Behavioral Change. Psychological Review, 84(2), 191–215.
  • Cialdini, R. B. (2001). Influence: Science and Practice. Allyn & Bacon.
  • Shannon, C. E., & Weaver, W. (1949). The Mathematical Theory of Communication. University of Illinois Press.
  • Herman, E. S. (1997). Media and Society: A Critical Perspective. Routledge.
  • Rogers, E. M. (2003). Diffusion of Innovations. Free Press.
  • Druckman, J. N., & Holmes, J. (2004). Using Evidence to Change Public Opinion. The Annals of the American Academy of Political and Social Science, 592(1), 168–180.

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