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55 Cards in this Set
- Front
- Back
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core ideas behind uses and gratification theory |
-individual differences cause audiences to seek, use, and respond to messages uniquely -assumes active viewer choice, proactive vs passive -social and psychological factors mediate comm behavior |
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third person effects |
consumers believe others affected more than themselves |
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parasocial interaction |
one way interaction, consumers see celebs as friends not strangers |
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societal-level functions of mass media |
Lasswell: -survey environment -correlation of environmental parts, form holistic view -transmit norms/customs to next generation ------------ -entertainment -parasocial interaction -escapism -anxiety reduction -play |
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individual-level motivations of mass media |
-learning, habit, companionship, arousal, relaxation, escapism, diversion |
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transactional model |
-characteristics of media and psychological orientation of viewer -combines direct effect and individual differences model |
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gratification seeking and audience activity |
-gratifications sought and attitude determine attention -effect depends on involvement and intentions |
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expectancy value |
probability of consequences and degree of emotion towards outcome |
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uses and dependency |
dependency depends on motives and availability of viewing alternatives |
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steps in the adoption process |
knowledge, persuasion, decision, implementation, confirmation |
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knowledge |
individual is exposed to innovation, gains understanding |
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persuasion |
forms favorable/unfavorable attitude |
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decision |
adopt or reject |
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implementation |
puts innovation to use |
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s curve percents |
innovators: 2.5% early adopters: 13.5% early majority: 34% late majority 34% laggards: 16% |
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adopter categories |
innovators: tech enthusiasts, risk takers, financial resources early adopters: visionaries, opinion leaders, seek greater knowledge of innovations early majority: prefer deliberation, careful consumers, rely on recommendations, legitimize innovation late majority: skeptic, may adopt though unwillingly laggards: tied to past, suspicious, limited resources, adopt only when certain or forced |
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critical mass |
occurs between 5-15%, process takes off, probably irreversible |
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saturation |
everyone who is going to adopt has done so |
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factors affecting adoption rates |
status: desire to be first relative adv: innovation perceived as better compatibility: consistency with values, needs, past experiences trialability: be experimented with or consumers must commit? observability: degree to which results are visible
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depiction of minorities in film |
cast only in roles specifically requiring minority, 90s films broke stereotypical roles currently: 80% white leads, 19% black leads, 1% hispanic leads; asians/latinos rarely seen in film |
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minorities in advertising |
-40s-60s: blacks appear in 3% of ads -70s-80s: 1-2% -white readers did not respond negatively -POC in TV ads increased to double actual population in 90s -native americans/disabled avoided |
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character role comparison |
-70s/80s: black men in TV had minor roles -blacks and native americans portrayed as killers not victims -75% of disabled characters portrayed as abnormal/deviant, half victimized |
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gender schema theory |
cognitive structure about gender can impact the way people, esp children, process info in real world and from mass media |
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gender in media |
80s-90s: 31.5% of characters females, younger than males, mostly wives and workers -hyper sexualized, less likely to be in position of power |
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disney |
-female to male ratio: 199:83 -males hold more positions of power, out of home jobs -characters aligned with femininity (passive, dependent, emotional) and masculinity (aggressive, independent, unromantic, unemotional) -around 75% contain smoking/drinking |
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priming studies |
-majority blames minority crime on personal disposition while they blame majority crime on unfortunate situation -long term exposure to stereotypical portrayal of blacks result in discriminatory thoughts among whites |
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cultivation |
TV heavy whites more prone to stereotype blacks as lower socioeconomically bc of lack of initiative, cultivate stereotypical attitudes towards hispanics |
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percent of blacks on TV |
-14-17% on TV, 12-13% in reality -typically middle class professional male, less aggressive - |
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news depiction of juvenile offenders |
39% black and 24% white, in reality 18% black and 22% white |
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percent of hispanics on TV |
2-6% on TV, 27% in reality -portrayed as less intelligent, articulate, lazier -depicted as criminals on news more often than whites -rarely in ads |
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percent of asians on TV |
1-3% on TV, 5% in reality rarely in ads |
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tobacco use in media |
-83% of studies show causal link between media exposure and smoking -20% of TV episodes depict characters who smoke |
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alcohol use in media |
-use by movie characters associated w drinking among 10-14 year olds -likelihood of adolescent drinking directly related to TV alcohol ad exposure |
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prescription drugs in media |
-mass media advertising approved in 1997 -6% talked about drug w doctor, 30% prescribed, 11% even though doctor didn't think it would help |
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food in media |
-ads related to childhood obesity, though parental eating more influential |
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TV effects on health |
-thin standard linked to eating disorders for global users -sexual activity increasingly abundant, but rarely about safe sex/commitment; exposure linked to having sex earlier in life |
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Film effects on health |
-drug addicts portrayed as evil -violent/sexually explicit films influenced college-aged males to trivialize rape |
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positive effects of health media |
-people pay attention to health issues, health policy, disease stories -search for health-related info one of most popular uses of internet, use info to formulate questions for doctor (though info not always validated) -some health campaigns produce long term change |
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risk learning models |
-relate new info and behaviors to minimize risk |
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types of risk learning models |
severity: consequences of behavior vulnerability: ease of contraction response efficacy: sense of protective behavior working self efficacy: confidence you have in your self to be able to do it |
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stereotyping priming model |
uses preexisting social stereotypes about people who do or don't behave as advocated |
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role of news in health media |
-framing can impact policy makers and policy -scrutiny can cause officials to act -greatest impact at local level when experts in agreement and media supports interest groups |
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major developments in history of internet |
-60s: Advanced Research Projects Agency of Defense ARPANET, developed by academic/military researchers -1971: email -late 80s: WWW developed by Tim Berners Lee for engineers to communicate via HTML -first browsers Netscape Mosiac |
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characteristics of social networks |
-public profile within a bounded system -connect with friends/followers -view/traverse connections -streaming |
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motivations for using SNS |
collect info, reduce stress, record events, social networking |
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internet paradox |
although internet is used for comm, heavy users found be more lonely -extroverted users benefited from online socialization |
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social capital & types |
resources accrued in a network -bridging: many weak friendship ties -bonding: close relations, emotional support -maintained: users stay connected w old social networks |
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FB and social capital |
greatest social gain for low-self esteem users because it is easier to manage than face-to-face interactions |
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what makes mobile comm distinctive |
-unprecedented adoption -implications for how users relate to space -size/cost -mobile, portable, vs fixed |
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how has mobile comm changed the way people coordinate/form personal relationships |
-time/space no longer rule planning/logistics -softening of schedule, ongoing refinement -more planning of spontaneous face-to-face interactions |
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consequences of mobile comm on social capital |
-early findings: social/recreational use negatively linked to civic engagement/life satisfaction/trust in others, info exchange positively linked -mobile comm research: info exchange positively linked to civic engagement, relational use now linked, recreational use positively linked to civic/political engagement for older users |
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pre smart phone mobile comm research |
-addressability though texting/calling tightens flow of core network interactions -new rituals/rhythms -heightened expectations of accessibility among core ties -concerns about cocoons |
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post smart phone reasearch |
-perpetual contact strengthens social bonds -texts symbolic of intimacy -diversified channels=diversified connections (opposite of cocooning) |
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why do people text and drive |
do it automatically, without thinking, before they realize, without meaning to do so |
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mobile comm and solitude |
increased importance of deliberate solitude |
