Comm 370 Exam 2

Front 1

Third Person Effects - what is it?

Back 1

The belief that messages have little impact on you and me, but influence others. (Examples: Pornography, Rap lyrics, Body weight/image)

Front 2

Third Person Effects: Social Distance

Back 2

The greater the distance between people, the greater the 3rd person effect. People don't believe that they or close friends are impacted by the media, but the less familiar you are with someone, the more you will believe they are affected

Front 3

Knowledge Gap - Causes

Back 3

Educational background, Socioeconomic background, less access to media technology, communication skill, social contacts, selective exposure, nature of the system

Front 4

Digital Divide

Back 4

Those who live in urban areas are more likely to have cutting-edge technology, as opposed to those who live in rural areas. Therefore, those with access to computers, smartphones, tablets, etc., tend to gain knowledge faster. Those with access usually possess the skill to use them.

Front 5

Knowledge gap - How does it increase/decrease?

Back 5

Increases in pluralistic and diverse communities, decreases in homogeneous communities

Front 6

How do we overcome the Knowledge Gap?

Back 6

Ceiling effects (spreading), Identifying target audiences, Providing identical messages in different formats, Highlighting information's utility

Front 7

What is the key element for an innovation to spread?

Back 7

There has to be a perceived need for something better

Front 8

Characteristics of Adoption (Diffusion of Innovations)

Back 8

Advantage - perceived to better than what already exists

Compatibility - consistent with values, needs, experiences

Complexity - difficulty to use

Trialability - extent to which it can be experimented with

Observability - results are visible

Front 9

Decision Process stages (Diffusion of Innovations)

Back 9

Knowledge - exposure

Persuasion - forming attitude

Decision - decide to use/not use

Implementation - use

Confirmation - right/wrong decision

Front 10

Heavy vs. Light viewers (Cultivation)

Back 10

Long-term TV viewing has effects on perception, attitudes and values.

Heavy viewers watch more than 4 hours a day, and they are more likely to believe that the real world mimics the TV world.

Light viewers watch less than 4 hours a day

Front 11

First order belief vs. Second order belief

Back 11

Facts about the real world

Qualitative opinion

Front 12

Mainstreaming

Back 12

TV viewing may override differences that stems from other social influences (education level, socioeconomic background

Front 13

Resonance

Back 13

Effects of TV viewing will be boosted for certain members of the audience

Front 14

Program-specific cultivation

Back 14

Soap operas - Shows betrayal between friends and lovers. Results in people being more suspicious of others.

Nighttime dramas - Results in people being highly suspicious of the government and those in power

Action adventure - Shows violent, dangerous acts and storylines. Results in people believing they will be in harms way

Pornography - Results in greater sex stereotyping and more negative opinions of women's role in society and hypersexualization

Front 15

Why do people depend on the media?

Back 15

To achieve certain goals (To fill time, To learn, for pleasure)

Front 16

Ambiguity - Perceived vs. Focused

Back 16

Inability to define social situation; (unfamiliar, never encountered before) No understanding

Understand information, but do not know what action to take

Front 17

Influences (Media Dependency)

Back 17

Number of needs a medium can meet,

Number of sources available

Familiarity

Level of uncertainty

Front 18

Goals (Media Dependency)

Back 18

Social/Self - desire to learn about self and role played in society, looking for others that are alike

Action - looking for information for how to act, react

Social/Solitary play - desire to have fun, to relax and bring enjoyment

Front 19

Types of Audiences

Back 19

Aggregate - Seen as a whole of combined characteristics, a sociological/psychological approach seen as a size or count

Market- Seen as a vehicle for sales, characterized as consumers

Mass - seen as a large, homogeneous group of like individuals

Active - seen as a group who chooses preferences that are linked to friends choices

Front 20

Types of Propaganda

Back 20

Political - employed by government to change behavior of the public, NO ECONOMIC GOALS

Sociological - Goal is uniformity/conformity so everyone can have the same ideology about society

Front 21

7 Propaganda Tactics*

Back 21

Name Calling - giving an idea a bad label (used to condemn/reject)

Glittering Generality - when an association is made between an item and a "virtue word"

Transfer- something appreciated/respected is transferred onto second product

Testimonial - use of respected person to talk about product/program OR use of non-respected person to talk about competitor

Plain Folks - use of average, everyday person to advertise

Card Stacking - involves selection of facts or falsehoods to leave out info in order to make product look better

Bandwagon - Everyone else is doing it, so you should too! If you don't, you'll be left out!

Front 22

Intentional vs. Unintentional (Media Effects)

Back 22

Advertising on purchases, Political campaign on voting, PSAs on behavior, Propaganda on ideology

Media violence on aggressive behavior, Media images on social reality/perception, Media bias on stereotyping, Sexual content on objectional attitudes/behavior, Effects of cognitive ability (automaticity)

Front 23

1920s - 1940s Hypodermic/Magic Bullet

Back 23

Everyone is treated in the same way, Effects are greater if you are by yourself than if you are with friends and family

Front 24

1940s - 1960s Limited Effects

Back 24

Mass Communication has small effects that are small in scope and doesn't effect EVERY member of society, just a few

Front 25

1970s - 1990s Powerful Effects

Back 25

Mass Communication has significant effects on a large number of people, but not EVERYONE, and this leads to changes

Front 26

Current Views (Media Effects)

Back 26

We are an active audience, with niche communication (focusing on genres), with strong effects and media is ever-changing and rapidly changing

Front 27

Uses/Gratifications (main concept)

Back 27

There are social/psychological origins of needs, which generate expectations of the mass media/other sources, which lead to differential patterns of exposure, resulting in need gratifications and other

Sum: We expect the media to meet our different needs, and our viewing pattern is unlike anybody else. Hopefully, exposure will meet these needs, but this also produces unintended effects

Front 28

Needs (Uses/Gratifications)

Back 28

Diversion/Tension release - to escape from life's problems

Cognitive/Surveillance - to acquire knowledge, to understand phenomenon

Personal relationships/Social integrative - shared experience to build relationships to be able to contribute to the conversation

Personal Identity/Personal integrative - To seek out self-understanding, to build confidence, establish status, reinforce who we are , what we believe in

Affective - emotional, pleasurable experience

Front 29

Why do people watch Game Shows? Soap Operas? Erotica?

Back 29

Self-rating, education, social interaction, excitement

Emotional release, wishful thinking, advice

Sexual enhancement, Diversion, Sexual release, Substitution

Front 30

Reality vs. Fantasy (Entertainment)

Back 30

Problems of the real world (work, school, home, everyday situations) Alert, aware, anxious, enlightened

Abandoning problems and surrendering to relaxation and imagination. Emotions, threat removing, anxiety removing, wish fulfillment

Front 31

Views (Entertainment)

Back 31

Ascetiscism (self-denial)

Calvinism (distraction)

Marxism (ruling vs. working class)

Psychoanalysis (fear of emotions)

Aesthetics (art, low taste)

Children

Source of bad effects

Avenue for escape

Front 32

Types of Pleasure (Entertainment)

Back 32

Senses - actions, five senses

Ego-/Emotions - exposing self to emotions

Personal Knowledge/wit - ability to find pleasure in cognitive/intellectual pursuits

Socio-/Emotions - ability to feel others emotions, empathize, identify with or relate

Front 33

Play vs. Work (Entertainment)

Back 33

Lectures, News

vs.

TV, Music, Movies, Videogames

Front 34

What is a Parasocial Interaction?

Back 34

A: One-sided relationship in which one party knows a great deal about the other, but the other does not (one person feels a deep connection, and other doesn't) This usually occurs between celebrities and fans

Front 35

What is Mood Management?

Back 35

The theory explaining how people use the media to regulate arousal/mood and to increase feelings of pleasure

Front 36

Research Examples (Mood Management)

Back 36

How does ovulation relate to media choices?

A: When women were 13-16 days into their menstrual cycle, they were more likely to choose suspense or drama

Music choice-

When in a bad mood, people are more likely to listen to joyful music

Front 37

Downward Comparison & Meta-emotions (Mood Management)

Back 37

Emphasizes positive effects of comparisons (comparison between self and characters in film) Don't feel life is as bad, therefore, makes one feel better

Emotions about emotions; you can feel pleasure about being sad, but this is unconscious