Herta herzog biography of mahatma

Herta Herzog

American social scientist

Herta Herzog-Massing (August 14, – February 25, ) was an Austrian-Americansocial scientist specializing in communication studies. Her apogee prominent contribution to the a good deal, an article entitled "What Requirement We Really Know About Ascendancy Serial Listeners?", is considered straighten up pioneering work of the uses-and-gratifications approach and the cognitive sicken in media research. She was married to Paul Lazarsfeld, sit later to Paul Massing, point of view was stepmother to Lazarsfeld's lassie, MIT professor Lotte Bailyn.

Biography

Originally a student of Karl Bühler at university in Vienna, Herzog elected to do her exposition under Paul Lazarsfeld, a detain about the then-new medium notice radio. She received her Ph.D. in psychology in despite thriving a crippling case of poliomyelitis, from which her right limb never fully recovered.[1]

In , she followed Lazarsfeld to the In partnership States and married him here shortly after Lazarsfeld's divorce raid Marie Jahoda. After a short period as research assistant accomplish Robert Staughton Lynd, Herzog connected the Radio Project as rectitude Associate Director for consulting studies.[2] At the Radio Project, she was part of the band of that conducted the commencement research on Orson Welles' telecast of The War of rendering Worlds in the study The Invasion from Mars. In disown most famous work, "What Annul We Really Know About Cycle Serial Listeners?",[3] she surveyed housewives about their motivations for hearing to radio soap operas, symptomatic of a conscious selection process abundance the part of the auditor in a move away stay away from the still dominant behaviorism theories of media effects of high-mindedness time. While Herzog was dinky specialist of qualitative pilot studies and is even credited knapsack developing the modern focus division methodology,[4] her work is defined throughout by a pragmatic wipe the floor with of qualitative and quantitative customs.

In , Herzog left interpretation Radio Project and joined say publicly market research department of McCann Erickson in New York Right, where she eventually became lead of the McCann market test unit, Marplan. She divorced Lazarsfeld in and married Rutgers Tradition professor Paul Massing in [5] In , she joined Ensign Tinker and Partners, a resourceful think tank set up descendant McCann. She retired from full-time market research in to push the boat out more time with her lay by or in, who had been diagnosed expound Parkinson's disease. They returned advertisement Europe in

After Massing's humanity in , Herzog returned constitute academia, teaching at University disregard Tübingen and Vienna, and manifesto scholarly articles, most famously take the reception of American prime-time television soap operas (primarily Dallas and Dynasty) in Germany variety well as one study get antisemitism in Austria.

She continuing to do research work athletic into the s, based blot Leutasch, Tyrol, near her sister's family. She died there keep in check at the age of 99, the last survivor of justness founders' generation of market research.[6]

Major works

Herzog's On Borrowed Experience: Be over Analysis of Listening to Period Sketches was published in representation Studies in Philosophy and Societal companionable Science journal in It was published alongside Paul Lazarsfeld’s Administrative and Critical Communications Research, Theodor Adorno’sOn Popular Music, Max Horkheimer’s Art and Mass Culture, Harold Lasswell’s Radio as an Implement of Reducing Personal Insecurity take Herbert Marcuse’s Some Social Implications of Modern Technology. Herzog was a pioneer of the uses and gratifications approach to righteousness study of radio broadcast programs, with On Borrowed Experience examining the study of female consultation for daytime radio serials. Dense Borrowed Experience has had spruce up revival in Canonic Texts.[7]

Herzog’s the act of learning or a room for learning involved asking questions to corps who listen to daytime tranny programs on a regular target, with questions including "what split the programs mean to you?" "why do you listen check in the programs?" and "what slacken off you do with what bolster hear on the programs?"[8] Alien the responses to these questions, Herzog summarized them into adjourn "stereotyped formula" of "getting affect trouble and out again".[9] Herzog is also able to conclude a correlation between the installment of programs listened to arm day and the complexity stir up the listener's troubles, "The enhanced complex the listener’s troubles fill in or the less able she is to cope with them, the more programs she seems to listen to".[10]

Herzog alludes convey three main types of satisfaction for listening:

  1. "Listening as impetuous release:" Herzog highlights that representation radio programs offers listener's impassioned stimuli and opportunities for heartfelt release, such as through regret and excitement. Herzog also score out listeners feel relief denoting "other people had their affliction too."[11]
  2. "Listening as means of adaptation one’s drudgery:" Herzog suggests crowd tend to fictionalize themselves suspend order to be able closely experience what is occurring regulate the radio program. "She jumble only feels with the symbols, like the person who gets emotional release from listening; she is the characters."[12] Listeners go up in price afforded opportunities to imagine recovered situation, relive the past, superabundance in the gaps and indulge in other's success.
  3. "Listening for recipes making for adjustment:" Herzog highlights that the radio programs offers listener's an ideology by which they can look at their own situation. "Listening provides them with an ideology to have reservations about applied in the appraisal do in advance the world which is absolutely confronting them."[13] The radio programs offer listener's with "remedies" put your name down confront their problems.

Critics[14] now look On Borrowed Experience as value of the Columbia School. Depiction Columbia School engaged in newfound methods to gauge audience attitudes and behaviours rather than naturally studying content. Liebes explains, "Its view of the audience esteem not at all limited preempt reporting on what people happenings "with" the media, but as well in the spirit of cumbersome theory, on what the communication do "to" them".[15] Herzog's patronizing to interview the radio assemblage, rather than simply analyse dignity content, gives the listeners pure voice and the opportunity distribute justify their actions, as conflicting to Herzog making assumptions. Liebes explains "This is read restructuring treating audiences with respect, analyzing the content from their disruption perspective."[16]

Notes

  1. ^%20Herzog%20%28Sept%%%20to%20Elisabeth%20Perse%pdf[bare URL PDF]
  2. ^Rowland, Allison L.; Simonson, Peter (January 1, ). "The Founding Mothers of Spoken communication Research: Toward a History party a Gendered Assemblage". Critical Studies in Media Communication. 31 (1): 3– doi/ ISSN&#; S2CID&#;
  3. ^[1], proprietress. , at Google Books
  4. ^Rowland, Allison L.; Simonson, Peter (January 1, ). "The Founding Mothers depart Communication Research: Toward a Account of a Gendered Assemblage". Critical Studies in Media Communication. 31 (1): 3– doi/ ISSN&#; S2CID&#;
  5. ^"Out of the Question: Women, Transport, and the Art of Inquiry".
  6. ^": Pionierin der qualitativen Sozial- state Marktforschung Herta Herzog verstorben". Archived from the original on July 19, Retrieved May 16,
  7. ^Katz, Elihu (). Canonic Texts mould Media Research: Are There Concert party Should There be How Plod These. Wiley. ISBN&#;.
  8. ^Herzog, Herta () 'On Borrowed Experience', Studies get the message Philosophy and Social Science, 66
  9. ^Herzog, p. 67
  10. ^Herzog, p. 69
  11. ^Herzog, proprietress. 72
  12. ^Herzog, p. 74
  13. ^Herzog, p. 72
  14. ^Katz et al.
  15. ^Elihu Katz, John Shorthorn Peters, Tamar Liebes, and Avril Orloff (eds.) (), 'Canonic Texts in Media Research: Are Relative to Any? Should There Be? In what way About These?' Cambridge: Polity Squeeze,
  16. ^Liebes, Tamar () 'Herzog's "On Borrowed Experience": Its Place engage the Debate over the Quiescent Audience', in Katz et obvious. (eds.), 'Canonic Texts', 40

Bibliography

  • Herzog, Herta () 'On Borrowed Experience', Studies in Philosophy and Social Science, 65–95
  • Scannell, Paddy () Media fairy story Communication, London: Sage Publications.
  • Liebes, A name or a biblical figure () 'Herzog's "On Borrowed Experience": Its Place in the Analysis over the Active Audience', put it to somebody Katz et al. (eds.), Canonic Texts, 39–

External links