Communications Final New Info

Front 1

Public Communication

Back 1

a single speaker addresses a large audience

Front 2

audience analysis

Back 2

Human mind suses three kinds of cognitive structures : beliefs, atttitudes, and values, and because these structures organize perception and motivate action, it is essential that public speakers understand them

Front 3

audeince Beliefs

Back 3

set of all we see as ture or probable, things we evaluate as true or false, two types (preipheral, core)

Front 4

audience attitudes

Back 4

opinions that link an individual to a topic. Predispose a person to resopnd to a topic in a particular way. Have 3 dimensions- cognitive, affective, and behavioral dimension

Front 5

value systems (spranger)

Back 5

memorize and know, no need to contrast and compare
-theoretical/intellectual
-economic/ practical
-aesthetic
-social/sensitivity
-political/competitive
-religious/spiritual

Front 6

credibility dimensions

Back 6

-establish credibliity by demonstrating your authority
(aristotle-ethos), clarity and organization (if you can follow their argument its easier to agree/disagree)
-expertise/knowledge/competence
-trustworthiness/honesty/sincerity
-similarity, liablilty
-dynamism

Front 7

demographics of audience

Back 7

gender, income level, party affilation, religion, culture, ethnicity, occupation, age

Front 8

psychographics of audience

Back 8

disposable income, things that they value

Front 9

peripheral belief

Back 9

dont change that much about our lives (you think a dog is mean but it turned out to be nice, not life changing)

Front 10

core (fixed)

Back 10

belief or no beleif in god, more resistant to change, when do change lives dramatically

Front 11

cognitive dimension

Back 11

what an individual knows about a topic

Front 12

affective dimension

Back 12

what an individual fels in regard to a topic

Front 13

behavioral dimension

Back 13

what an individual intends to do in regard to a topic

Front 14

toulman model of argument

Back 14

based on idea of argument as "practical reasoning" rather than formal logic, based on every day arguments.
the model is consisted of six parts: claim, qualifier, data, warrant, backing, and rebuttal or reservation

Front 15

Claim

Back 15

-necessary elemtn, conlcusion or thesis

Front 16

data

Back 16

necessary elelment, grounds, evidence, supporting materials

Front 17

warrant

Back 17

necessary elemnt, logical connection that allows one to move from data to claim

Front 18

backing

Back 18

non essential- support for warrant (evidence)

Front 19

qualifier

Back 19

indication of relative strangth of claim (non essential)

Front 20

rebuttal or reservation

Back 20

acnkoldgment of exceptional cases where claim does not hold true

Front 21

3 different types of claim

Back 21

fact, judgement/value, policy, definition classification

Front 22

fact

Back 22

claims which focus on empirically verifiable phenomen

Front 23

judgement/value

Back 23

calims involving opinions, attitudes, and subjective evaluations of things

Front 24

policy

Back 24

claims of advocationg courses of action that should be undertaken

Front 25

definition/classification

Back 25

indicates what criteria are being used to define a term of what category somethign falls into

Front 26

data or grounds based on

Back 26

evidence, source credibility, analysis and reasoning, premisis already held by the listener

Front 27

warrant types

Back 27

generalization, analogy, sign, casuality , authority, principle
"that dog is probably friendly because it is a golden retriever" (warrant is a generalization because most golden retrievers are friendly)

Front 28

Monroes Motivated Sequence

Back 28

how to formulate ideas and organize information, problem solving technique for persuasion and motivation, not about audience analysis, about how to create your own speech

Front 29

Monroes Motivated Sequence has 5 parts

Back 29

attention (relate to audience needs, desires)
Need (establish prolbem, scope and harm)
Satisfaction of the need (offer practical solution that meets audience needs
Visualization (verbally depict effects of solution or harms of failure to solve)
Action (seek audience involvment in enacting solution

Front 30

Public Relations (PR) Campaigns Planning

Back 30

advertising gets to choose how they want the company to look, while PR is more damage control

Front 31

situation analysis(internal)

Back 31

understanding the organization (whats known, how do people in the organization feel)

Front 32

situation analysis (external

Back 32

understanding the situation the organization is in

Front 33

situation analysis (problem and consequences)

Back 33

expanding in a new marekt, scandals (ex. hair salon place is moving: discuss the benefits of the move)

Front 34

situation anlysis (audience identification)

Back 34

public(group with similar interests
stake holders(special interest in organization)
stockholders (current customers, employees)

Front 35

audience types

Back 35

primary audience, current customers and potential customers in the new location, secondary audience (intervening audeince who are opinion leaders for primary audience), network analysis (special promotion for customers who have bene extremely good clients, look to see who is prominent in the community, tertiary: to what groups, club,s or organizations do, professional womens group, charitable groups

Front 36

tactics (action events)

Back 36

demonstrations, exhibits, parties, previews, fre demonstrations

Front 37

tactics (messages)

Back 37

op/ed essays, newsletters, flyers, brochures, ads, slogans, editorials in newspapers

Front 38

Mass Communication characteristics

Back 38

-complex, institutional source
-profit-orientated
-large, diverse audience, (homogenized, fractured)
-new media, mainstream

Front 39

Mass Media Functions

Back 39

surveillance, correlation, cultural transmission, entertainment

Front 40

Surveillance

Back 40

gather and distribute infomration (traffic, weather, sports "watch-dgo")
-keeping an eye on us, gathering info and putting it out there

Front 41

correlation

Back 41

analyze and evaluate informations
-put stories together for us

Front 42

cultural transmission

Back 42

educate and socialize citizens (childrens tv, sitcoms, drama)
-teach people life lessons and how to interact, family settings

Front 43

entertainment

Back 43

escape, companionship

Front 44

Media Efffects

Back 44

-agenda setting theory, social learning theory, cultivation theory, hegemony, spiral of silence

Front 45

Agenda Setting Theory

Back 45

-media is a gatekeeper and controlls what is covered/not
-extent of coverage prioritizes issues
-difficult to study

Front 46

Social Learning Theory

Back 46

we learn vicariously through entertainment media, promotes social models that show certain behaviors and values to be the norm
(if we see someone get burned because they lied, we then choose not to lie)

Front 47

Cultivation Theory

Back 47

-stories are key to socialization
-tv as a storytelling medium
-longterm, cumulative development of a particular conception of social reality
-"mean world", stereotypes, "mainstreaming"

Front 48

hegemony

Back 48

concept suggesting that power differences in society are maintained through media messages that lead disempowered groups to buy into their own subjugation
-media presents story one way
-disempowered groups buy into media messages, which is why they are disempowered
-hegemony means buying into the culture

Front 49

Spiral of Silence

Back 49

(people with popular beliefs speak up, people un unpoopular beleifs do not)
media over reports on positions which are popular
-leads to perception of lack of opposition
-this helps to silence opposition, they become reluctant to speak up

Front 50

Selective Exposure

Back 50

we seek and avoid certain messages
- car radio stations, having your certain radio stations programmed in the car so you dont listen to music u dont want to hear

Front 51

Selective Attention

Back 51

we focuse on messages we see as relevent (see ads all the time, only pay attention to certain ones)

Front 52

Selective Perception

Back 52

we assign our desired meaning (hear what we want to hear)
-if a political candidate says somethign, we shape it into what we want to hear

Front 53

Selective Retention

Back 53

we remember a small portion of the message (what you remember)

Front 54

Defining Culture

Back 54

includes all the material objects and possessions that a social group invents or acquires, aswell as the grouops less tangible creations (customs and values) that binds its members together to give them a sense of community
values and norms (immaterial)
-american, standard rules
institutions and artifacts (material)
- big systematic structures, jewerly

Front 55

Shared Worldview

Back 55

"who are we?" "what is our place?

Front 56

Individualism

Back 56

central, takes priority
-wester/european countires
-emphasis on the good of the individual
-horizontal relationships (peers, everyone is trying to get to top by themsleves, helping eachother)
-values (freedom, honesty)
-Usually Low-Context (mean what u say, less nonverbal, less environmental factors, goal-directed, speaker focused

Front 57

Collectivism

Back 57

-Asian/ South American Countires
-emphasis on good of the group
-vertical relationships (established caste or class, vertical position stays about the same)
-Values (harmony, modesty)
-High Context (more non-verbal communication, indirect language, implicit situational cues, relationship directed, listenre-focused)

Front 58

Cognitive Biases

Back 58

negative interpretation, discounting, fundamental attribution bias, exaggeration, polarization

Front 59

negative intepretation

Back 59

interpreting everything the target group does as negative

Front 60

Discounting

Back 60

dismissing information that doesn't fit a negative stereotype (if one of them succeeds, it must be due to favoritism or luck; their success is simply the exception that proves the rule"

Front 61

Fundamental Attribution Bias

Back 61

Interpreting anothers negative behaviors as internal (or personal)
"if one of them is rude, its because theare that way by nature, if one of us is rude, its because were under stress)

Front 62

Exaggeration

Back 62

making negative aspects of out-group behavior seem more extreme
(a simple argument is seen as a violent confrontation' a demonstration is reported as a riot)

Front 63

POlarization

Back 63

looking for differences and ignoring similiarities

Front 64

Research methods

Back 64

1)seeks new knowledge
2)question grows out of previous research (academic research is (cumulative and cyclical)
3)Follows systematic procedures
(needs to be able to be duplicated, methodological, replicable)
4)Seeks Influence
(who reads scholarly research? scholars, press, text books)

Front 65

4 kinds of research

Back 65

Rhetorical Criticism, Ethnographic Research, Survey Research

Front 66

Rhetorical criticism

Back 66

begins by choosing a rehtorical act to study. After describing its purpose, its audience, and its context, the critic examines the rehtorical strategies employed and evaluates their effectiveness.

Front 67

Rhetorical cricism : Describe

Back 67

look at setting and context (meinkampf where he spoke, how many ppl he spoke to, what was happening historically)
Text itself (tone structure style

Front 68

Rhetorical Criticims Description Exmaple: The Gettysburg adress

Back 68

setting and context: spoken on the battlefield, which is now a comeetery, The Union was struggling
Description: chronlogical order
-establishing a historical factual tone, Present: we should be hear to commemorate these soldiers
Future: just about the nation and its not about winning, but enduring as a whole for the future
COuntry is depicted as a living being (this shall not perish)
-how does this metaphor convey an argument and whats its effect

Front 69

Rhetorical Criticism :Analyze

Back 69

how does text resopnd to situational constraints, what kinds of values, relationships, and future actions does the text create through implied meanings or strategies
-ex. Pearl Harbor
description: first section was very factual sounding, since is in thtat format you cant argue with him, presents the japs as strategic and manipulaitve in order to create anger, and make it seeem its not his fault

Front 70

Rhetorical Criticism: Evaluate

Back 70

how effective was the text to its goal? what are the social implications? make a moral judgement?

Front 71

Ethnographic research

Back 71

seeks understanding of norms and patterns of interaction, small isolate group, to describe interactions, not new knowledge, no impolications

Front 72

Ethnographic research methods

Back 72

participant observation, seeks native point of view
example:leon dash on teen mothers
-DC urban neighborhood, people knew he was a rporter, became a part of the community, did interviews, gathered information

Front 73

Overt Role

Back 73

the group knows your a researcher

Front 74

Covert Role

Back 74

the group wouldn't necessarily konw your a researcher, but plus side is for over role the group may tweak their wording and speech when communicating with you, whereas with the over role, people are honest and real

Front 75

Seeks Native point of view by

Back 75

interviews, informants: getting someone to explain why that person acted or spoke the way the did

Front 76

Ethnography Research Summary

Back 76

studies behavior in natural settings, inductive process (look at a lot of specific cases, then draw conclusions from those cases), attempt to be "presuppositionless", reults in rich/thick description

Front 77

Survey Research

Back 77

descriptive (polls)
analytical (explains relationships between 2 or more variables)

Front 78

4 steps in survey research

Back 78

choosing a sample, designing the survey, collecting the data, analyzing the data

Front 79

Choosing a Sample

Back 79

random: members of population have equal chance of selection
stratified: seek specific percentages based on relevant characteristics
accidental: conveneince sample: ask demographic data and compare to target population

Front 80

Designing the Survey

Back 80

determine types of questions (open ended, close ended, rating scales)
frame questions (answerable, clear, avoid leading)
Order items (easy/hard random or in order)

Front 81

Collecting the data

Back 81

inverview vs. questionanaire
consider privacy issues

Front 82

Analyzing the data

Back 82

statistical analysis, consider limiations

Front 83

Experimental Research

Back 83

involves manipulation of at lease on variable

Front 84

independent variable

Back 84

the one controlled or manipulated by the researcher

Front 85

dependent variable

Back 85

the one that is affected by the experimental treatment and measured for effect

Front 86

experimental research cont

Back 86

control group design alows for better causality
- measurement methods ust be reliable, and valid,