Comm 102 Test 4

Front 1

cognitive dissonance

Back 1

when attitude and action become inconsistent with one another

Front 2

bulimia

Back 2

binges, feels out of control when eating

Front 3

anorexia nervosa

Back 3

feel fat, terrified of gaining weight

Front 4

edutainment

Back 4

embedded health messages in soap operas, etc

Front 5

media advocacy

Back 5

an innovative use of mass media to promote public health by focusing attention on public policies related to health matters

Front 6

risk learning models

Back 6

operate with the goal of relating new information about health risks and the behaviors that will minimize those risks

Front 7

stereotype priming models

Back 7

attempt to use preexisting social stereotypes about people who do or don't behave as advocated for purpose of persuading people to avoid behaviors that cause health risks

Front 8

victim blaming

Back 8

model that places most of the responsibility for health problems on shoulders of the victim/patient

Front 9

ACT

Back 9

action for children's television advocacy group

Front 10

2 advertising response function models

Back 10

1. posits that people must be exposed to an ad several times for the ad to have any effectiveness; after a # of exposures achieves greatest impact, then begins slowly to decline in effectiveness (S-curve)

2. doesn't have a threshold effect; response to ad begins with first viewing and rapidly becomes more effective, then slows down with subsequent exposures resulting in diminishing returns

Front 11

advertising wearout

Back 11

prolonged exposure to same ad causes consumers to feel resentful and irritated

Front 12

cognitive response theories

Back 12

the nature of a person's response to an advertising message depends on personal knowledge & experiences

Front 13

consistency theory

Back 13

takes the position that viewers wish to maintain a particular mood for the duration of a program

Front 14

elliptical comparatives

Back 14

using comparative adverbs without clear referents (i.e. product gives you more)

Front 15

FCC

Back 15

Federal Communications Commission

Front 16

FTC

Back 16

Federal Trade Commission

Front 17

hedges

Back 17

words or phrases that weaken a claim without denying it (i.e. one of the highest rated)

Front 18

implied causation

Back 18

responsible for outcome

Front 19

implied slurs

Back 19

something unfavorable implied about the competition

Front 20

high involvement

Back 20

considers reader's level of control and necessity for information processing (print media)

Front 21

low involvement

Back 21

view has lack of control over rate at which information is received and low level of processing usually required (broadcast media)

Front 22

media multiplier effect

Back 22

advertising campaigns that use both print & tv ads are more effective than those that only use one medium or the other

Front 23

medium

Back 23

any transmission vehivle or device through which communication may occur

Front 24

observational studies

Back 24

gather information about advertising by direct observation of consumer as they view the ads

Front 25

pseudoscience

Back 25

reporting of scientific evidence in incomplete fashion

Front 26

selective exposure

Back 26

people tend to watch, listen to, and remember media messages that are consistent with their attitudes, interests, and predispositions

Front 27

transactional model

Back 27

recognizes that the presence of any number of factors could mitigate strength of media effects

Front 28

word of mouth

Back 28

considered the most effective type of advertising; facilitated by interactive media

Front 29

adwatches

Back 29

reporting by print and broadcast media providing analyses, interpretations, and evaluations of campaign ads

Front 30

personalization

Back 30

the tendency for news stories to concentrate on individuals when reporting on large-scale social concerns

Front 31

fragmentation

Back 31

delivery of news in brief capsule summaries

Front 32

dramatization

Back 32

news based on entertainment value rather than educational value

Front 33

normalization

Back 33

news stories show how problems are solved within the existing political system

Front 34

frames

Back 34

abstract notions that media professionals use to present news stories in a particular way

Front 35

information processing

Back 35

the more attention a person gives to a broadcast/print story, the more the person learns from the story

Front 36

journalistic/game schema

Back 36

view politics as a game for personal advancement or power

Front 37

priming

Back 37

focus attention on specific issues as criteria to judge politicians and events

Front 38

assessment of significance

Back 38

significance of minority versus majority characters is assessed

Front 39

nonrecognition

Back 39

exclusion of any minority portrayals from a particular group

Front 40

ridicule

Back 40

minority character portrayed as a buffoon or stereotypically

Front 41

regulation

Back 41

minority characters appear as police officers of detective-regulators of existing state of society

Front 42

respect

Back 42

whole range of roles open to minority characters

Front 43

discrimination

Back 43

BEHAVIOR; behaviors directed against people because of their membership in certain groups

Front 44

head counts

Back 44

difference characters of different races are counted

Front 45

prejudice

Back 45

AFFECT; negative attitude or feeling toward people simply because of their membership in certain groups

Front 46

role comparisons

Back 46

significance of roles for minority characters

Front 47

stereotypes

Back 47

COGNITION; beliefs that associate groups of people with certain traits

Front 48

Basking in Reflected Glory

Back 48

fans who see their favorite team win have personal self-esteem and personal confidence raised

Front 49

conflict

Back 49

the single element found in all good dramatic programs

Front 50

satisfying resolution

Back 50

as important as presence of conflict in enjoyable drama

Front 51

selective exposure

Back 51

entertainment choices based on personal preferences and needs

Front 52

addressable users

Back 52

media messages are no longer sent to whom it may concern

Front 53

audience-as-agent

Back 53

recognizes the power that new media technologies offer today's audience members

Front 54

audience-as-mass

Back 54

defines audience members as those who have common exposure to mass media

Front 55

audience-as-outcome

Back 55

focuses more broadly on media effects

Front 56

compression

Back 56

much more information can be transmitted and stored using digital technology than old analog form

Front 57

convergence

Back 57

broadcast communications, wireless communications, telecommunications suddenly able to share information with one another

Front 58

conversion

Back 58

compressed information can go into computer systems/applications

Front 59

information commons

Back 59

takes into consideration the interactive and convergent nature of new communication technologies and provides policy makers with appropriate metaphor to describe new digital-based communication environment

Front 60

postmodernism

Back 60

audience a combination of mass, outcome, and agent

Front 61

transactional model

Back 61

new domain of mass communication; an interpersonal communication relationship in which parties alternate in roles as sender, receiver, and information processor, and thereby exchange information or share symbols and thereby meaning