1. HISTORY OF MEDIA RESEARCH
1.1. i. 1929, Payne Studies
1.1.1. content analysis
1.1.2. modeling
1.1.3. lab experiments
1.1.4. survey method
1.2. ii. 1940, People's Choice Study
1.2.1. sampling
1.2.2. psychological consistency
1.2.2.1. selective exposure
1.2.2.2. selective perception
1.2.2.3. selective retention
1.3. iii. 1950's, Applied Research
1.4. iv. 1950's - 1960's, Studies on the effects of TV
1.4.1. TV and Children Study
1.4.2. Viewing Time Study
1.5. v. 1960's, Cultural Studies
1.5.1. Marshall McLuhan
1.5.1.1. Studies based on observation and thought
1.5.1.2. Technological Determinism
1.5.1.3. Global Village
1.6. vi. 1968, TV and Violence Research
1.6.1. desensitisation
1.7. vii. Today's Research
1.7.1. effect of media and
1.7.1.1. violence
1.7.1.2. social life
1.7.1.3. childhood
2. THEORIES ON MEDIA IMPACT
2.1. i. powerful effects model (Payne Studies)
2.2. ii. minimal effects model (People's Choice Study)
2.3. iii. mixed effects model
2.4. iv. flow theories
2.5. v. bullet theory
2.6. vi. multistep flow
2.7. vii. Social Science Perspectives
2.7.1. a. Social Learning Theory
2.7.2. b. Individual Differences Theory
2.7.3. c. Diffusion of Innovations Theory
2.7.4. d. Cultivation Theory
2.7.5. Cumulative Effects Theory
2.7.6. e. Agenda - Setting Theory
2.7.7. f. Uses and Gratifications Theory
2.8. viii. Cultural Studies
2.8.1. a. Gender Analysis
2.8.2. b. Political Economical Analysis