Reply to Gans.

ATTITUDE (Psychology); MOTION pictures & society; MASS media audiences; IDEOLOGY; SOCIAL values; GANS, Herbert J.; SOCIAL Science Quarterly (Periodical); MOTION picture industry

The article presents a comment on a previous article that appeared in the March 1993 issue of the journal Social Science Quarterly. According to authors of this article, sociologist Herbert J. Gans' main objection to their research seems to be that it reminds him of another project, by some other sociologists, which he dislikes. In response to this authors can only say that they had been supported by none of the foundations that gave money, that they had attempted to publish in none of the quasi-popular journals in which their discussions have appeared, and that they quite explicitly criticize the methodology of their study early in their article and adopt a different procedure for their investigations. To be able to discuss Hollywood as a purveyor of social and political learning, research has to proceed in series of steps. First, an ideological bias has to be established using survey research instruments. Second, given that a basis is found, it must be demonstrated that the people who make movies and television attempt to insert that bias into their product. Third, given that they do try, it must be established that they succeed. Fourth, given that they succeed, the audience must be shown to correctly interpret the message. Fifth, given that the message is understood, it must be shown to have an impact on the values and/or behavior of individuals in the audience.