Media Effects Research: A Basic Overview (with InfoTrac)

Sparks (mass communication, Purdue U.) focuses on giving undergraduates a solid background in theory so they can read and conduct research competently without losing sight of how these theories work in context. He shows how science applies to media effects research and how those applications result in media that persuades, stirs emotions, or causes people to think about such issues as violence, sexual relationships, politics, stereotypes and new technologies. Lest we forget, Sparks includes commentary on the less-scientific influences of Marshall McLuhan on the media and human endeavor within it. Annotation ©2004 Book News, Inc., Portland, OR

Glenn Sparks, PhD, is a professor and noted researcher of Mass Communication at Purdue University. He previously taught in the Department of Communication at Cleveland State University. His area of expertise is the cognitive and emotional effects of the media. A number of his articles report the results of research on the effects of frightening films and TV programs. More recently, he investigated the effects of programs that depict paranormal themes. He collaborated with "America's Pop Culture Analyst" Dr.