Fill in the blanks: According to Agenda-Setting Theory, the number of topics news media tend to cover at one time is between                           and                           .

Are there any aspects of the class that could be improved? How so?

Name at least three effects you would expect people who have seen the clip (like an experimental group) would experience, but people who have not seen the clip (like a control group) would not.

• Experiments do discuss cause and effect. It is fine to identify here what positive or negative effects people might experience because they saw this movie scene.
• Identify your own effects here; you do not need to mention any theories, models, or concepts from lecture notes.

A. Design a short codesheet with five categories for a content analysis of this clip.

• At least one category should involve latent content.
• You do not need to actually conduct the content analysis, but you are welcome to.

B. Identify which categories you came up with involves latent content.

Advice: A content analysis counts things that happen in a movie clip, a newspaper article, a TV show, etc. To complete this assignment, think of things that might be important to know about this movie.

• For example, someone could argue the violent bank robbery in the movie might inspire violent bank robberies in real life. In order for someone to say the bank robbery is violent, researchers have to conduct a content analysis to determine how "violent" the scene actually is.

Content analysis is the first step of media effects research - the categories you design should only be about what is in the clip. For example, to determine if this movie clip is violent or not, I could count how many times the following occur:

1. Number of individual violent acts [count each punch, kick, gunshot, etc. as individual acts]: ___
2. Number of camera shots in which blood appears [camera shots are determined by editing breaks]: ___
3. Number of violent acts that lead to immediate death [character killed is not shown suffering]: ___
4. Number of violent acts that lead to eventual death [character killed is shown suffering]: ___
5. Number of violent acts that stem from retribution [e.g., Character A punches Character B because Character B punched first]: ___

Make sure to not ask questions like, "What color is the wallpaper?" That information is likely not important, so creating a category for it would probably not be meaningful.

Design a five-question survey for the audience of this clip.

Remember surveys are not about what is in the clip, but what characteristics audience members have. Surveys cannot determine if effects occur, so do not ask "Did you become violent?" or "Do you think people would become violent?" Only ask questions the survey respondents might know.

For example, I could ask:

• What is your level of education? [demographic]
• What is your annual income? [demographic]
• Did you enjoy the clip?
• Did you want to copy any behaviors after viewing them in the clip?
• Which character in the clip did you most identify with?

Effect 2: DESCRIBE a second effect either you experienced or others could experience after exposure to the media content you described for Question 1. This answer should be one sentence long.

• You do not need to write about effects from the lecture notes; I encourage you to come up with your own effects.

Example (do not use this exact answer):

• Effect 2: After seeing this movie, people listened to Dua Lipa more.

Effect 2: Is your second effect cognitive, attitudinal, or behavioral? Choose one and explain why your second effect fits into this category. This answer should be one sentence long.

• This question is asking if the content affected your mind (cognitive), feelings (attitudinal), or body (behavioral).
• Make sure to stay consistent. If you said, "I was afraid" for Question 9 then you should not write "I turned on all of the lights because I was afraid" here.

Write your answer here based on what you wrote for Question 9. Example (do not use this exact answer):

• (Effect 2: After seeing this movie, people listened to Dua Lipa more.)

• The effect was behavioral, because listening to music is a behavior.

Effect 2: Is your second effect intentional or unintentional? Choose one and explain why your second effect fits into this category. This answer should be one sentence long.

• This question is asking if the audience member planned for the effect to happen (intentional) or not (unintentional).
• This question is not about what content's creators intended.

Write your answer here based on what you wrote for Question 9. Example (do not use this exact answer):

• (Effect 2: After seeing this movie, people listened to Dua Lipa more.)

• The effect was intentional because audiences knew Dua Lipa was featured on the soundtrack and watched the movie in order to listen to their music more.

Effect 2: Is your second effect stability, immediate shift, or short-term fluctuation? Choose one and explain why your second effect fits into this category. This answer should be one sentence long.

• This question is asking if the media content:

  • reinforced something in the audience member (stability)
  • changed the audience forever (immediate shift)
  • changed the audience briefly (short-term fluctuation)

Write your answer here based on what you wrote for Question 9. Example (do not use this exact answer):

• (Effect 2: After seeing this movie, people listened to Dua Lipa more.)

• The effect was an immediate shift, because audience members who watched this movie may listen to Dua Lipa more from now on.

Effect 2: Is your second effect positive or negative? Choose one and explain why the effect fits into this category. This answer should be one sentence long.

• This question is asking if the audience benefited from (positive) or were harmed by (negative) the effect.
• Notes:

  • Some "negative" emotions can be helpful. Fear and anger and other "negative" emotions can have a positive valence, such as fear preparing you for real-life danger.
  • This question is asking about whether the trend is positive or negative for audience members, not for the companies. This class is not concerned about whether effects are positive or negative for advertisers or content creators.

Write your answer here based on what you wrote for Question 9. Example (do not use this exact answer):

• (Effect 2: After seeing this movie, people listened to Dua Lipa more.)

• The effect was positive because the movie led the audience members to listen to music they like more.