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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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"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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