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43 Cards in this Set
- Front
- Back
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Innovation
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An idea, practice, or object perceived as new
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Diffusion
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The process by which an innovation is communicated and spreads, through certain channels, over time, among members of a social system
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Adoption
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The process by which an individual begins to attempt and use an innovation
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Self-efficacy
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Belief in one's ability ro affect change, confidence to adapt to this change
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Internet Paradox
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Internet is used mainly for communication, yet heavier users are more lonely/isolated
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What are the 5 steps of the adoption process
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1. Knowledge
2. Persuasion 3. Decision 4. Implementation 5. Confirmation |
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5 categories of adopters
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Innovators - technological enthusiasts that require short adoption period
Early adopters - visionaries/willing to try new innovations Early majority - pragmatists who prefer to deliberate before making a decision Late majority - skeptic, conservative and cautios even after others embrace innovation Laggards - only adopt when certain technology won't fail or when forced to |
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What category primarily defines the critical mass of innovation?
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Early Adopters
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At what point have you reached saturation?
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Laggards
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6 factors affecting adoption rates
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Status Incentives
Relative advantage Compatibility Complexity Trialability Observability |
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Status incentives
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the degree to which one desires to be the first to have and use an innovation
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Relative advantage
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the degree to which an innovation is perceived as better than the thing it is replacing
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Compatibility
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the degree to which an innovation is perceived as being consistent with the existing values, past experiences and needs of potential adopters
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Complexity
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the degree to which an innovation is perceived as difficult to understand/use
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Trialability
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the degree to which an innovation can be experimented with and if necessary, discarded without undue costs
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Observability
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the degree to which an innovation's results are visible and measurable
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General Aggression Model
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- Used to explain how violent video games affect levels of aggression in players
- Players are primed in short term by violent video game play which creates elevated levels of aggression - Repeated priming makes these mental pathways more accessible - Eventually these become hardwired and create a more aggressive personality |
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Desensitization
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long exposure to violent content in video games makes the player less sensitive to the graphic material
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flaws of video game research?
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1. Aggression is not clearly defined
2. Only one game is played for a fixed amount of time 3. The causal relationship between aggression in real life and in playing video games is not straightforward 4. Many studies are conducted with small, nonrandom, non-representative samples |
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What are the 3 categories of positive video games?
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- Educational games for fun/learning (ABC mouse)
- Exergames for exercise (Wii Sports) - Social Change (games that are directed to breaking stereotypes) |
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Media Exposure and Tobacco
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- 83% of studies found link between media exposure and smoking initiation
- Higher ad recognition, more likely one is to smoke - Tobacco companies spend more money advertising than all others combined |
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Media Exposure and Alcohol
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- Alcohol use/abuse in young people higher than any other drug
- Alcohol use by movie characters associated with early-onset drinking - Likelihood of adolescent drinking of beer or liquor directly related to TV alcohol ad exposure |
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Media Exposure and Prescription Drugs
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1997 - FDA approved mass media advertising of Rx drugs to public 30% are prescribed drug 11.5% were prescribed drug although doctor did not believe it would help |
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Risk Learning Model
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relates new information about health risks and the behaviors that minimize those risks
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Stereotype Priming Model
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uses salient preexisting social stereotypes about people who do or do not behave as advocated. Can have both negative and positive effects.
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Four Types of Messages to Increase Self-Protective Behavior
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Severity - show severe consequences of behavior
Vulnerability - show ease of contracting disease Response efficacy - show how protective behaviors reduce or cure disease Self-efficacy - show effectiveness of protective behavior |
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What type of health news do people pay most attention to?
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public hearth issues
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When do we see greatest impact on public policy?
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when at local level experts are in agreement and media supports efforts of interest groups
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Minority Portrayals in past: TV (no need to memorize)
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1975-1980 – Black men in TV minor roles and bit parts, fewer leading and supporting roles
1970s – only 13% of Black-White interactions on TV shown as friendly/respectful 1979 – Blacks and Native Americans portrayed as killers rather than victims 1970s-1980s – characters of color usually in blue-collar/service jobs but percentage depicted in professional/white-collar jobs exceeded numbers in society Disabled characters – 75% portrayed with abnormal or deviant personality traits; half were victimized during film |
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Minority Portrayals in past: Movies
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- Blacks and other minorities historically were cast only in roles specifically requiring a minority character
- 1990s films broke new ground – Blacks cast in starring roles and non-stereotypical roles that could be played by any actor |
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Minority Portrayals in past: Advertising
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1940s-1960s – Blacks appeared in only 3% of national magazine ads, all were well-known entertainers, famous athletes, or unknowns in servant roles
1970s-1980s – presence deteriorated; one study showed only 2% presence, another <1% presence in ads Studies showed White magazine readers did not respond negatively to Black models 1990s – portrayal of characters of color in TV ads greatly increases to overrepresent population percentages by more than double Native Americans and disabled continue to be avoided |
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Minority Portrayals PRESENT
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Blacks = Prime-time television characters 14–17% Black in a society with 12–13%
Typical Blacks are middle-class professional males in thirties, least aggressive characters, dress more provocativelyNews depicts Black juvenile offenders Hispanics = 27% of population, 2-6% of TV charactersPortrayed as less intelligent, less articulate, and lazierPortrayed on news as crime perpetrators more frequently than WhitesAsian-Americans = About 5% of population, 1–3% of TV charactersUsually portrayed in important professional jobsNative American characters <.5%, population 1% |
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Social Capital
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resources accrued from individuals in a network
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Social Network Site
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- Construct public profile within a bounded system
- Connect with others, creating list of "friends" - View and traverse connections |
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What are the motivations associated with social network site use?
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- focus on established relations
- seek information - reduce stress and record events - networking |
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What are the key developments in the history of the internet?
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1960's - developed shared computer time with military and academic researchers
ARPA - developed by advanced research projects agency of defense department 1971 - e-mail developed for users to communicate late 1980's - world wide web developed for engineers to collaborate on the web via HTML - First web browsers were mosaic and netscape |
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What are the uses & gratifications associated with mobile communication
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Usage patterns and the outcomes of mobile use are the prominent factors of study
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How is mobile communication distinct from other media forms we have covered in this class?
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Mobile is different from portable. Mobile media is weaved into daily life (as opposed to carrying a laptop around)
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What are some effects mobile media has had on social life?
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The way people interact and coordinate has changed (more flexible). Can make plans on the go.
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How does mobile communication relate to political/civiv engagement
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Investigated the relationship between mobile comm and civic/political participation found that those using mobile technology for informational purposes are more likely to be civically engaged
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How does the concept of habit help us understand the effects of mobile communication?
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texting and driving
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Social Capital
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Bridging – many weak friendship ties (common in U.S.)
Bonding – close relationships providing emotional support Maintained – users stay connected with old social networks despite lack of physical connection |
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Microblogging
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Focuses on interactivity, engagement, and conversations, similar to SNS |
