Mediated Comm Final

Front 1

third person effect

Back 1

when we view ourselves as being less vulnerable to media than others

Front 2

two step flow

Back 2

the media messages prompt (we don't come as a blank slate)

Front 3

ceiling effect & threshold effect

Back 3

Media has limited effects on people’s thoughts and behaviors. They selectively expose themselves to messages with which they already agree.

Media has “ceiling” and “thresholds” where they no longer have an effect on its audience

Front 4

knowledge gap hypothesis

Back 4

• As information is diffused into a society, people with higher class will have more access at a faster rate than at lower class levels creating a knowledge gap
• This only increases over time.

Front 5

agenda setting hypothesis

Back 5

• News media coverage of a particular issue affects viewer’s opinions on what is important
• The way it is framed tells people what to think about those issues that have been most influential.

Front 6

spiral of silence theory

Back 6

• people become reluctant to express opinions that aren’t what they think is the majority opinion.
• Overtime one person’s silence encourages other people’s silence threatening the basis of our deliberative society (a stronger model of media effects).

Front 7

media systems dependency theory

Back 7

• moves toward individualizing audiences/ focus on their choices.
• People choose different types of media for different goals.
• People depend on media more during times of ambiguity or stress.

Front 8

uses and gratification theory

Back 8

• It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives.
• The theory also holds that audiences are responsible for choosing media to meet their needs.
• The approach suggests that people use the media to fulfill specific gratifications.
• This theory would then imply that the media compete against other information sources for viewers' gratification.
• The Uses and Gratifications Theory follows a basic model. It is an audience-centered approach. When an audience actively seeks out media, they are typically seeking it in order to gratify a need.
• For example, in social situations, people may feel more confident and knowledgeable when they have specific facts and stories from media to add to conversation. By seeking out media, a person fulfills a need to be informed.

Front 9

media displacement theory

Back 9

• This theory answers yes to the question does a large amount of time spent with media take away from time we spend doing other things.
• For example: are there threshold effects of what media use starts to affect other aspects of our lives? I.e. at 10 hours a week of TV you start to see a bad effect on students grades.

Front 10

communication ecologies

Back 10

• Residents of local communities create their own communication ecologies, they are the mixture of media and interpersonal communication channels that people rely on in their lives, and they differ according to the goal residents are trying to fulfill.
• The nature of a person’s communication ecology is that they have community factors. This is the range of media available in the area where people live. There are also personal factors. This is established practices and imported values, SES, and language.

Front 11

media richness hypothesis

Back 11

• There are different ranges of how “rich” a communication path could be.
• In person communication is rich, there are lots of visual and audio information.
• Phone communication is less rich because there are no visuals.
• Email and texts is least rich. The Internet increases misunderstandings and in turn weakening relationships and media richness.

Front 12

social augmentation

Back 12

• One effect of the Internet net is that people are beginning to change socially, their social status is “augmented”.
• People who use the Internet should expand their socials networks creating access to more social resources by being connected to more people.

Front 13

social dis/replacement theory

Back 13

• Another effect of the Internet is that every minute spent with the internet is potentially a minute of time that will not be spent in making and maintaining interpersonal relationships.
• Online communities pulls people away from real communities.

Front 14

social compensation hypothesis

Back 14

• The last effect seen of the Internet is that Internet connectedness has a positive effect on social well being at least for people who have limited personal networks.

Front 15

problems with social augmentation, social dis/replacement, and social compensation hypothesis

Back 15

• Problems with these three hypotheses are they are all technologically deterministic.
• They assume the Internet is a primary agent of social change but studies show that social disposition shapes the use of communication technology.

Front 16

cultivation theory

Back 16

• This theory claims that exposure to TV over time subtly cultivates viewers perception of reality.
• It has an impact on even light viewers because the impact on heavy users has an impact on our whole culture.
• Tv has become part of our socialization and a teacher of standardized roles and behaviors.
• “The effects of a pervasive medium upon the composition of the symbolic environment are subtle, complex, and intermingled with other influences.”
• Audience is seen as passive with effects that start out modestly but have compounding effects. Cultivation Theory has expanded to account for how audience differences affect impact of TV viewing.

Front 17

social comparison theory

Back 17

• This theory shows that we evaluate our own pinions, desires, and evaluations by comparing ourselves to others.
• For example, media consumption is related to higher body dissatisfaction: A correlation or causation?
• Social Comparison is strongest when the images we see are the closest to us. Any media we see is a representation of reality.

Front 18

social identity gratification theory

Back 18

• This theory is where individuals seek out particular media messages that support their social identities.
• We actively seek representations that mesh with our perceptions of our own social group.
• TV avoidance is as important as TV selection what conflicts with our social identities we avoid.
• People watch things that they already feel a connection to. T
• hey don’t look for things that go against the way they view the world.
• Some of these notions are fixed such as skin color or sex but some are changeable such as race identity or gender.
• identity selection: to see people of similar backgrounds in similar situations or to feel proud.
• identity avoidance: because my ethnic group is not well represented or because it perpetrates stereotypes of my ethnic group

Front 19

definition of ethnic media

Back 19

• Media produced for and usually by an immigrant, ethnic/language minority or indigenous community
o Created for a particular ethnic community
o “community” may be a local space, or sprad over a large geographic area

Front 20

ethnic media functions for immigrants vs for ethnic minorities

Back 20

• Why would immigrants and sojourners have different media connections?
o Immigrants want to connect because they’re sticking around and want to learn about the country they’re living in.
• How would context of reception affect immigrants’ media needs?
o Official government policies—treated different if from different places.
o Cuba: wet foot dry foot. Get caught in the water, if one foot is on dry sand then you are in the US and if not then you still can be sent back.
• Cuba is different because they are coming from a communist country so they are getting their freedom here.

Front 21

components of persausion

Back 21

- Attitude change
- Behavior change
- Persistent change

Front 22

elaboration likelihood model

Back 22

- central route: highly rational; people scrutinize the message, think up counterarguments
- peripheral route: certain cues in the message lead people to accept the persuasive proposition with little cognitive thought or scrutiny.

Front 23

protection motivation theory

Back 23

• the extent that fear appeals convince an audience of the severity of a threat, their vulnerability to the threat, and their ability to respond effectively to the threat, they will be persuasive. On the other hand, to the extent that the audience perceives that yielding to the persuasive message will be costly in some way, even high-fear appeals might not be effective
o Fear, Guilt, Humor appeals are persuasive (can be motivated from all

Front 24

social learning theory (bandura) and its components

Back 24

• Emphasizes the importance of rewards and behaviors
• If a child watches a person on tv who seemed attractive & got rewards for acting aggressively, then the child would be more likely to imitate that behavior. Or if a child saw a character who received punishment for acting aggressively, then the child might refrain from acting that way in real life.
• Studies were strong for boys, theory is very general (doesn’t matter what types of aggression are shown or what show), other factors are also important

Front 25

components of miguel sabido's ee methodology

Back 25

• create a moral framework of what is to be emphasized
o cultural shareability use of narrators
• use formative evaluation to craft programs appropriate for the intended audience
o prompting two step flow
• base approach on theories of behavioral change
• use archetypes that are familiar to that culture
o good, bad, transitional characters
• conduct summative evaluation right away
• see culture specific infrastructure as support

Front 26

parasocial interaction

Back 26

• ways that interactions between users of mass media and media figures (presenters, actors, and celebrities) can produce a connection to which users respond as though in a typical social relationship

Front 27

self-efficacy

Back 27

• belief in ones ability to exercise control is a common pathway through which psychosocial influences affect health functioning
o key element of effecting changes in health behavior
• “efficacy is a core belief that affect each of the basic processes of personal change. Whether people even consider changing their health habits, whether they mobilize the motivation and perseverance needed to succeed should they do so, their ability to recover from setbacks and relapses, and how well they maintain the habit changes they have achieved.”
• Preexisting self efficacy->adoption of new health behaviors
Community health campaign->increase in self efficacy ^

Front 28

copycat phenomenon

Back 28

people act out violent or illegal behavior seen in media

Front 29

media priming

Back 29

• when thoughts about one thing prompt related thoughts, further semantically relating those thoughts
o violent media facilitates violent behavior through priming

Front 30

desensitization (violence & sexual content)

Back 30

• overexposure to violent images can
o reduce reaction to future violent images, real or mediated
o reduce empathy for victims of violence
o are there realistic rewards and punishments? (video games in particular)
o undeniable human interest/attraction to conflict makes these relationships controversial

Front 31

components of ethnic identity

Back 31

1. Affective: Emotional Connection
2. Cognitive: you learn about the rituals
3. Behavioral: you participate in the rituals.

Front 32

types of ethnic identity

Back 32

1. Hyphenated: two different identities that are hyphenated together to form one identity (Asian-American)
2. Hybrid: fusing two different things together (a lot with music)
3. Conglomerate: a sum of many things (Asian)