This latter focus of research, conducted in a social-psychological mode, and audience based, crystallized into the U&G approach (McQuail, 1994). Some mass communication scholars cited “moral panic” and the Payne Fund Studies as the progenitor of U&G theory. Undertaken by the U.S. Motion Picture Research Council, the Payne Fund Studies were carried out in the late 1920s. Leading sociologists and psychologists including Herbert Blumer, Philip Hauser, and L. L. Thurstone sought to understand how movie viewing was affecting the youth of America(Lowery&DeFleur,1983).Rosengren,Johnsson-Smaragdi,and Sonesson (1994), however, argued that the Payne Fund Studies were primarily effects-oriented propaganda studies,a supposed to the U&G tradition,which focuses on research of individual use of the media. Likewise, Cantril’s (1940) study of OrsonWelles’s“War of the Worlds”radio broad cast was more narrowly interested insocio logical and psychological factors associated with panic behavior than indeveloping a theory about the effects of mass communication (Lowery & DeFleur, 1983).
This latter focus of research, conducted in a social-psychological mode, and audience based, crystallized into the U&G approach (McQuail, 1994). Some mass communication scholars cited “moral panic” and the Payne Fund Studies as the progenitor of U&G theory. Undertaken by the U.S. Motion Picture Research Council, the Payne Fund Studies were carried out in the late 1920s. Leading sociologists and psychologists including Herbert Blumer, Philip Hauser, and L. L. Thurstone sought to understand how movie viewing was affecting the youth of America(Lowery&DeFleur,1983).Rosengren,Johnsson-Smaragdi,and Sonesson (1994), however, argued that the Payne Fund Studies were primarily effects-oriented propaganda studies,a supposed to the U&G tradition,which focuses on research of individual use of the media. Likewise, Cantril’s (1940) study of OrsonWelles’s“War of the Worlds”radio broad cast was more narrowly interested insocio logical and psychological factors associated with panic behavior than indeveloping a theory about the effects of mass communication (Lowery & DeFleur, 1983).
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