Transcript Chapter 2 The Payne Fund Studies: The Effects of Movies on Children

Chapter 2
The Payne Fund Studies: The
Effects of Movies on Children
COM 436
Media Effects
Overview of
Payne Fund Studies

Study originally conceptualized by
the Motion Picture Research Council
– But government funding unavailable



Funding provided by private
foundation, The Payne Fund
13 specific studies conducted
Over 3 year period (1929-1932)
COM 436
Media Effects
Payne Fund Studies:
What for?

Two trends:
– Concern over growing influence of films
• Especially possible negative influence on
children.
– Increasing emphasis on the “scientific
method” as a means of investigating
social phenomena
COM 436
Media Effects
Two Broad Categories
Investigated


Audience and Content
Effects
– Acquiring Information
– Changing Attitudes
– Stimulationg Emotions
– Harming Health
– Eroding Moral Standards
– Influencing Conduct
COM 436
Media Effects
Media Effects on
Social Attitudes

Effects found by Peterson &
Thurstone
– Effect of Single Pictures
– Cumulative Effects
– Persistence of Attitude Change
COM 436
Media Effects
Movies and Conduct

Effects found by Herbert Blumer
– Used Qualitative studies

Findings
– Childhood play
– Imitation by adolescents
– Daydreaming & Fantasy
– Emotional Possession
– Other Emotional Influences
– Long-Term Influences
COM 436
Media Effects
So what?



Were these studies necessary?
Any applicability to today’s media
environment?
Innovative research methods
– Quantitative
– Qualitative

Does the Magic Bullet Theory hold
up?
COM 436
Media Effects
Impact on Today?

Hints at future theories
– theories of meaning
– social learning
– uses and gratifications

“They confirmed the worst fears of
the critics…”
– Are today’s critics any different?
COM 436
Media Effects