All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

A Multidimensional Approach to the Study of Media Effects
Unformatted Document Text:  17 or more additional media effects dimensions of importance will be uncovered in the future. If so, these would result in an even more complex matrix. Secondly, we should keep in mind that divisions within a dimension can be conceptualized differently by different theorists. The end of this paper gives an example of this. Thirdly, it is important to note that the matrix itself is merely a descriptive tool. It does not explain or predict media effects, or anything else. For that, we need a theory. At the same time, however, we should not belittle the value of such matrices in helping construct theory. The matrix as a map A map can be a valuable tool, especially when we know where we are and we know where we want to go. It can lead us directly and efficiently, in an orderly and systematic fashion. A matrix of media effects can serve the same purpose. For every possible media effect we can ask of it eight separate questions, each tied to one of the major dimensions we have identified. By considering all eight media effects dimensions at the same time, we avoid the danger of missing an important aspect of an effect. While this may sound like a difficult, troublesome and daunting task, it is an investment well worth the effort, for the payoff may not only be a richer understanding of previously identified media effects but we may also uncover an effect that was altogether unrecognized. Furthermore, if we pursue this task in a systematic, orderly way, it becomes much less cumbersome and overwhelming that one might at first imagine. It is, in fact, more of a task of logic than anything else and, after all, science is nothing more than applied logic. Furthermore, there are steps we can take to simplify the task. One is to begin with the simplest possible case. The 576-cell eight-dimensional matrix of media effects can be

Authors: Lasorsa, Dominic.
first   previous   Page 18 of 29   next   last



background image
17
or more additional media effects dimensions of importance will be uncovered in the
future. If so, these would result in an even more complex matrix. Secondly, we should
keep in mind that divisions within a dimension can be conceptualized differently by
different theorists. The end of this paper gives an example of this. Thirdly, it is
important to note that the matrix itself is merely a descriptive tool. It does not explain or
predict media effects, or anything else. For that, we need a theory. At the same time,
however, we should not belittle the value of such matrices in helping construct theory.
The matrix as a map
A map can be a valuable tool, especially when we know where we are and we
know where we want to go. It can lead us directly and efficiently, in an orderly and
systematic fashion. A matrix of media effects can serve the same purpose. For every
possible media effect we can ask of it eight separate questions, each tied to one of the
major dimensions we have identified. By considering all eight media effects dimensions
at the same time, we avoid the danger of missing an important aspect of an effect.
While this may sound like a difficult, troublesome and daunting task, it is an
investment well worth the effort, for the payoff may not only be a richer understanding of
previously identified media effects but we may also uncover an effect that was altogether
unrecognized. Furthermore, if we pursue this task in a systematic, orderly way, it
becomes much less cumbersome and overwhelming that one might at first imagine. It is,
in fact, more of a task of logic than anything else and, after all, science is nothing more
than applied logic.
Furthermore, there are steps we can take to simplify the task. One is to begin with
the simplest possible case. The 576-cell eight-dimensional matrix of media effects can be


Convention
All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 18 of 29   next   last

©2012 All Academic, Inc.