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    Week12:TrackingEffects

    AShortHistoryofMediaEffectsResearch

    TrackingInforma%onSpread

    Metricsforjournalism

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    Mediaandvo%ngstudy,1940Elec%on

    "OneofthesurprisingresultsofThePeople'sChoicestudywas

    thattheimpactofmediaexposuretocampaignmessageswas

    rathernegligibleintermsofconversionchangingvotersfrom

    aninten%ontovoteforonecandidatetoaninten%ontovotefor

    theother.Amoresignificanteffectofmediaexposurewas

    reinforcementassuringvotersthattheircurrentinten%onwas

    worthwhileandcorrect."

    --GlennG.Sparks,MediaEffectsResearch,ABasicOverview

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    Two-stepmodel:DecaturStudy,1955

    Surveyed800womeninDecatur,Illinois,todeterminehowtheymade

    purchasingchoices(studyfundedby

    anadver%ser.)Foundpersonal

    contactmuchmoreinfluen%althan

    mediamessages.

    Solidifiedideaof"opinionleader"

    whoisinfluencedbymedia,andthen

    influencesotherspersonally.

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    Agenda-SeUngTheory

    "Inchoosinganddisplayingnews,editors,newsroomstaff,andbroadcastersplayanimportantpartinshapingpoli%calreality.

    Readerslearnnotonlyaboutagivenissue,butalsohowmuch

    importancetoa`achtothatissuefromtheamountof

    informa%oninanewsstoryanditsposi%on.Inreflec%ngwhat

    candidatesaresayingduringacampaign,themassmediamay

    welldeterminetheimportantissues-thatis,themediamayset

    the"agenda"ofthecampaign."

    --McCombsandShaw,TheAgenda-SengFuncDonofMass

    Media,1972

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    Week12:TrackingEffects

    AShortHistoryofMediaEffectsResearch

    TrackingInforma%onSpread

    Metricsforjournalism

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    Week12:TrackingEffects

    AShortHistoryofMediaEffectsResearch

    TrackingInforma%onSpread

    Metricsforjournalism

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    "Effect"

    Ifjournalismhasaneffect,itmustchangebelief

    orbehavior.

    Inprinciple,thisshouldbedetectable.

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    Whyismeasuringjournalism

    effectshard?

    Widelyvaryingexpecta%onsfordifferentstories.

    Differenttypesofeffectsmerely"informed"vs.tookac%on Manycausesforchangeinuser,impossibletoisolatejournalism.

    Long%melags,indirecteffects.

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