Students learn three distinct methods of criticizing the media, 1) the use of scientific instruments to track media usage in the form of ratings, 2) the use of social science to form a critical understanding of the effects of media and 3) the use of artistic theory to understand the intended message of media. Students will explore these three disparate methods of understanding media effects, and will use their own media viewing and buying habits to better understand how the media effects culture.

Prerequisites: COM 110 Introduction to Mass Media

Syllabus: Spring 2005

Course Outline

A. Critical Inquiry
i. The scientific method
ii. Subjective, objective, and inter-subjective agreement
iii. Process of skeptical inquiry
iv. Human subjects

B. Theory Development and Basic Methods
i. Paradigms and Paradigm Shift
ii. Theory Development
iii. Causality

C. Statistical Methods
i. Probability
ii. Random Selection
iii. Correlation
iv. Indexing

D. Social Science Research
i. Demographics
ii. Psychographics
iii. Focus Groups
iv. Survey Research

E. Persuasive Media Research
i. Ratings
ii. Simmons Research Guide
iii. Media Use