Mediated Comm. Theory Final Exam

Front 1

In the chapter, ____ and ____ reviewed the literature on the health effects from the three types of advertisements: ciggs, booze, and foods.

Back 1

Brown and Walsh

Front 2

Cigarette ads have been banned from broadcast media since __.

Back 2

1971

Front 3

With a decline in smoking amongst white middle-aged males, tobacco companies have targeted women, minorities, and, arguable, ____.

Back 3

children

Front 4

Studies have found that the more likely the ad ____, the more likely one is to smoke.

Back 4

recognition

Front 5

Australian studies on adolescent smoking have found that adolescents are attracted to brands that use "____" appeals in ads. Also, approval of cigg ads was second only to the smoking behavior of ____ as a predictor of future smoking.

Back 5

"lifestyle"

peers

Front 6

Atkin and associates found that the likelihood for adolescents to drink was directly related to their exposure to ___ ___; more so than age, sex, social status, or parental influence.

Back 6

television ads

Front 7

Although television ads do affect the eating habits of children, ____ eating habits were much more influential.

Back 7

parental

Front 8

Research on the effects of health related news on personal and public health has been confined to two types of studies: those that measure the impact of news media as ____ of health information and 2. those that compare ___ ___ regarding a health topic to news media coverage of that topic

Back 8

sources
public opinion

Front 9

People obtain much of their health-related information from ___ ___, and this includes ___ ___.

Back 9

news media
policy makers

Front 10

According to research, broadcast media and print media off a ____ message when it comes to health:
follow medical expertise and make lifestyle changes

Back 10

similar

Front 11

By depicting stories that contain biomed research, medical hardware, and drug treatments, the news media conveys a message that the power to control individuals health lies in the hands of ___ experts and ____.

Back 11

medical experts and
technology

Front 12

One characteristic of the news media coverage of health issues is that they often adopt a "___-___" attitude. Another is that their seems to be an emphasis on reporting health concerns that affect ____ America. A last characteristic is that they seldom offer valuable information about ____ matters such as symptoms, preventions, and treatment facilities

Back 12

victim-blaming
mainstream
practical

Hint 12

Aids patients were originally viewed as people who engaged in promiscuous, unsafe sex and shared needles. AIDS coverage in the media only increased when health officials began to realize that the disease was affecting people who in the majority: non-gay, monogamous people and other mainstream Americans.

Front 13

____ is the implanting of health messages in entertainment content, while ____ are activities by public health agents that focus mass media attention on health issues at the social or public policy level, rather than at the individual level.

Back 13

edutainment
Media advocacy

Front 14

__/3 of children's animated films in last ___ years have at least one character using tobacco or alcohol

Back 14

2
60

Front 15

___ ___ refers to the program type in which an advertisement is embedded, ie., humorous, sad, serious, riveting, etc.

Back 15

media context

Front 16

Two examples of new media sources for advertisers are ____ ____ on the internet and ___ ____ on television

Back 16

information services
shopping networks

Front 17

Berlson and Steiner found that people with less education: Read ___. Listen to radio ____, and watch television ____

Back 17

less
more
more

Front 18

The ____ ____ recognizes that a number of factors could have an effect on the strength of media effects, focusing on characteristics of the ____, the ____, the ____ (channel), the ____ (group), and the ____ (member of group).

Back 18

sender
message
transmitter
audience
individual

Front 19

____ ____- People tend to watch, listen to, and remember media messages that are consistent with their attitudes, interests, or predispositions
People make selections based on what they ____ want to see.

Back 19

selective exposure
don't

Front 20

Audience ____ can be loosely defined as personal connections with the media content. It is one of the most important components.

Back 20

involvement

Front 21

Media efficacy depends on _____ of the audience members and links between consumer and ____

Back 21

characteristics
medium

Front 22

Print media is characterized as ____ involvement while broadcast media is ___ involvement because of lack of control over rate of speed of information receiving and low processing

Back 22

high
low

Front 23

television advertising has been found to be most advantageous for developing ___ ___ on the part of the consumer and for ___ ___.

Back 23

product recognition
brand perception

Front 24

Moods caused audience member to react differently to commercial messages shown during a program. People who watched a comedy program were found to have a ____ positive attitude toward product, while those watching a suspense program were found to have a ___ positive attitude toward the same product.

Back 24

less
more

Front 25

____ theory states that viewers prefer to stay in a particular mood for the duration of a program. Therefor, commercials with tones or moods that are ____ with those presented in the program are more effective with commercials that contrast the mood

Back 25

Consistency theory
consistent

Front 26

___ ___ studies focused on media content or stimuli.
Not focused on particular consumer characteristics
Immediate responses:
Cognitive
Physiological
Behavioral

Back 26

media context studies

Front 27

Two different models of advertising response has emerged regarding frequency. The first states that people must be exposed to an ad ____ times for that ad to have any effectiveness and is represented as an ___-shaped curve. The second contends that there is no ____: response begins with the first viewing, rapidly becomes more effective, then slows, looking more like a "r."

Back 27

several
"s"
threshold

Front 28

Studies have determined that ___ "Quality" exposures are needed for an ad to have effect. A quality exposure is one in which the audience pays full ____ to the ad, and the audience must continue to _____ after viewing.

Back 28

3
attention
process

Front 29

The first method to conduct research in minority studies is: ___ ___- simply counting the number of different characters of various races in a particular media

Back 29

head counts

Front 30

the second is: ____ of ____- accessing the importance of each minority character within the program, and comparing this to roles played by majority characters

Back 30

significance of character

Front 31

the third is: ____, ____, and _____ between characters played by people of different races- determines likeness of characters and nature of their interactions

Back 31

similarities, differences, and interactions

Front 32

TREND: White characters _____ beyond their actual numbers in society while other groups remained ________

Back 32

increased
underrepresented

Front 33

NETWORK TRENDS: Of the 4 major networks, ____ featured the greatest percentage of black characters (13%) and other ethnic groups (6%)
____ featured the most white characters (90%), but the least number of black characters (8%) and Hispanics (.6%)

Back 33

FOX
CBS

Front 34

____ characters appear on TV as poor, out of work, abused, and exhibiting deviant behavior. __ in 3 are portrayed as independent, self-sufficient people.

Back 34

disabled
1 in 3

Front 35

Four Stages of Minority Portrayals on television:
Stage 1: _____: Exclusion of any minority portrayal from a particular group

Stage 2: _____
Minority portrayed stereotypically

Stage 3:_____
Police offices, detectives; regulate society

Stage 4:
May be good guys or bad guys; range of roles is open

Back 35

Nonrecognition
Ridicule
Regulation
Respect

Front 36

In the 40s through the 60's, blacks typically appeared in magazine ads as ____ , ____, or ____

Back 36

well-known entertainers, famous athletes, or unknowns represented as servants

Front 37

Breakthroughs: By 1994. blacks appeared in 31 percent of all commercial advertisements featuring ____. They are usually depicted as being ____ or ____.

Back 37

models
athletes or musicians

Front 38

Minorities in children's cartoons: Only __ programs had regular minority characters
___ regular minority characters were black and male

1 Hispanic-American, 0 indians and asians

Back 38

3
all

Front 39

Programs incorporating minorities since 1970s
Sesame Street
Mr. Rogers
The Electric Company
More recent success from
Nickelodeon/Nick Jr.
Doug
Gullah Gullah Island
Dora the Explorer

Back 39

no answer

Front 40

“Papa Don’t Preach”
Whites: Indicated that theme was _____
Blacks: Perceived the theme to be focused on the ___-___ relationship
“Open Your Heart”
Whites: Almost 50% indicated that theme was _____
Blacks: More than 50% males and 30% of females said that video did not have ____

Back 40

pregnancy
father-daughter relationship
pornography
theme

Front 41

___ ___ - Most people make spur- of- the moment decisions about their entertainment choices
These choices depend on many factors
a person’s situation
a person’s mood
underlying motives

Back 41

Selective exposure

Front 42

Research has found that ____ boys watched NURTURING programs more than twice as long as ____ boys, and the nurtured boys were least likely to watch Mr. Rogers

Back 42

neglected
nurtured

Front 43

___ - A state, situation, or series of events involving intense conflict of forces
3 components:
Conflict
Interesting characters
Satisfying resolution

Back 43

drama

Front 44

____ - Facilitate learning
Some studies show students learn more when their teachers use this
Persuasive effects

Back 44

humor

Front 45

___ - Females prefer moderate suspense in
Males enjoy high suspense
Women enjoy artistic more than men
Figure skating, gymnastics, etc.

Back 45

sports

Front 46

_____ theory-
Audiences empathize with the hero or person in trouble; very involved as they witness events unfolding before them
Empathy is a response to particular stimuli

Back 46

empathy

Front 47

New communication technologies have: 1. A certain degree of ____. 2. Are __-___. And 3. Are ____

Back 47

interactivity
de-massified
asynchronous

Front 48

3 C’s of Digital Technology:
____- digital storage
____- different systems and apps.
____- ability for various systems to interac

Back 48

compression
conversion
convergence

Front 49

Audience-as-____
Common exposure to mass medium
Audience-as-____
Media effects; Propaganda, violence, attitude change, etc.
Audience-as-____
Active and involved in communication process; has options and choices when consuming media fare

Back 49

mass
outcome
agent

Front 50

___ ___ ___ theory - basically, society makes us dependent on the media, ie, escapism, entertainment, understanding

Back 50

Media systems dependency theory

Front 51

___ ___ ___ theory - basically, an interpersonal theory explaing how people process cues and non-verbal language on the internet

Back 51

Social information processing theory

Front 52

1948 - __% of houses had TV
1953 - __%
1960 - __%

Back 52

1
50
90

Front 53

Cooperate sponsorship was abolished by:
___ type segment shows
It __ ___
Advertisers paid for ___ second time spots
___ owned (not cooperate)

Back 53

Magazine
ran daily
60
network

Front 54

Two notable quiz show scandals:
On CBS, the ___ ___ ___ question, sponsored by Revlon
___ sponsored by Geritol

Back 54

$64, 000 Question
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