Media Effects Research

下面51due教员组为大家整理一篇优秀的代写范文- Media Effects Research，供大家参考学习。这篇文章讲述的是众所周知，媒体与许多人的日常生活息息相关，包括传统媒体和社交媒体。随着越来越多的人在媒体中扮演积极角色，媒体如何改变和影响人们越来越引起人们的关注。媒体可以对个人观点产生影响是合理的，但是，冈瑟指出，这种对感知的公众舆论的影响可能如何产生仍然是一个问题（Gunther，1998）。从这个意义上说，有一项关于大众媒体对公众舆论影响的研究。

Media Effects Research

Introduction

    Media has been known to be closely related to everyday life for many people, including both traditional media and the social media. As more and more people are playing an active role in media, how media changes and influences people have attracted more attention. It is reasonable that media can have an influence on personal opinions, however, Gunther indicates that how this influence on perceived public opinion might take place remains a question (Gunther, 1998). In this sense, there is a research about the effects of mass media on perceived public opinion.

Research Overview

    Before making further researches, Gunther first presents some existing cases and views about the effects of mass media, together with some research findings from others. Based on previous research findings, Gunther then makes his own analysis and proposes his doubts about the possible sources of error. According to Gunther, it is assumed that the opinion of others can be significantly influenced by mass media, which can be further inferred actual public opinion from their own reading of mass media content (Gunther, 1998). Therefore, Gunther then comes up with a number of four hypotheses in order to make his research.

Method

    The research process and method are presented clearly. The first thing comes to choosing the sample, where a number of 128 university students mainly undergraduates from four separate classes are selected as the sample (Gunther, 1998). The second thing 4is about the group design, where the 4*2 random groups have been used for research. To be specific, Gunther has employed the counterbalanced design to make a comparative research, with four conditions of the story slant, namely the favorable with anecdote, favorable without anecdote, unfavorable without anecdote and unfavorable with anecdote (Gunther, 1998). Together with the random groups, there are two available topics. Finally, the participants need to finish questions about media preferences and the given articles. More importantly, the four versions of the articles are identical in appearance and length, making it easy to analyze the results of the research.

Findings

    With the 7-point scale measurement, the results of the research can be analyzed and reached. According to the findings of this research, they indicate a supporting evidence for the hypothesis that people infer public opinion from their own reading of media coverage, thus the media effect on public opinion can be acknowledged. With the checked manipulation, it can be confirmed that participants of the research are able to perceive the stories written either a favorable or unfavorable slant (Gunther, 1998). For example, with a p value less than .001, the favorable version shows the result like this: M=5.4, F (1,126) =130.6 while the unfavorable version shows that M=2.2, rather lower than the previous one. This tendency has been repeated proved in the loan cuts story, another version of the favorable and unfavorable one. With these measurement data, the list of the four hypotheses are analyzed.  

Conclusion

As can be seen from Gunther’s research, it can be reached that the media content can have a significant influence on the perceived public opinion. However, the results also raise some other issues which need further attention such as the mixed evidence for the perceived opinion change process and excluded anecdotal cues to public opinion (Gunther, 1998). Thus, more research need to be done to learn the media effects.

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