In the 1920s, almost overnight, the movie industry dramatically grew and plunged into the lives of almost everyone in the United States. Since, this occurrence came so sudden, not much information was available causing some to worry about its effects on children. What is this new popular culture and what influences should be expected by consuming this medium? No one knew about the level of seriousness or whether it could affect children in negative terms. As the film industry grew more popular, so did the cry and anxiety of the concerned adults. Thus, a serious study was needed in order to educate America of this new trendmass media communication.
The rising concern of the public ultimately led to the development of scientific assessment or the study of mass communication. This new field of social sciences focused on the two main trends: (1) social sciences maturation or more quantitative research techniqueswas controversial because it dehumanizes human behavioral studies; and (2) American movies took over the film market and by 1920s, Hollywood became the glamour capital over the world. In order to successfully perform the research, much resource was in need, and the Payne Fund became the financial support of the study. .
The Payne Fund studies still remains as one of the largest investigations performed in the mass communication history. Its two goals were to assess the content of the films and determine the size and composition of their audiences, and analyze the effects on those audiences of their exposures to the themes and messages of motion pictures (e.g. acquisition of information, change in attitudes, stimulation of emotions, harm to health, erosion of moral standards, and influence on conduct). Below is the list of the Payne Fund studies conducted:.
The Audience and Content of the FilmsEdgar Dale.
-no actual records of movies attendance by age level available, but studies show during 1929-1930, children went to movies once a week.