Chapter 15 summaries

1.) Early Development in Media Research
In the early days media analysis was done based on political an moral arguments because the advancement of technology was not yet introduced. Not until the 1920's and 1930's did media research develop. Researchers wanted to expand data collection to find out all the effects that media had on people. The media uses different ways to find data such as: propaganda analysis, public opinion research, social psychology studies and marketing research. All of these help researchers develop outcomes for how popular a tv show, etc. This is convincing because I have done surveys or voting for polls so they can get a final analysis on a subject.

2.) Research on Media Effects
Campbell states "A major goal of scientific research is to develop theories or laws that can consistntly explain or predict human behavior." Because of peoples economical, political or cultural differences, researchers have a difficult time gathering accurate theories and outcomes that give 100% hones information. Fortunately, there are approaches that help researches make their information more precise and these are followed by doing experiements and have a hypothesis.

3.) Cultural Approaches to Media Research
Campbell asserts that researchers have switched from scientific approaches to more realistic approaches; more literary and cultural approaches. Campbell says that researchers from Germany, Max Horheimer, T.W. Adorno, and Leo Lowenthal pointed out 3 "inadequacies of traditional scientific approaches, saying they (1) reduced large 'cultural questions' to measurable and 'verifiable categories'; (2) depended on 'an atmosphere of rigidly enforced neutrality'; and (3) refused to place 'the phenomena of modern life in a 'historical and moral context.'