Persuasion Final Exam

Front 1

What question does agenda setting ask?

Back 1

Which came first, media agenda or public agenda?

--->media agenda forms public agenda

Front 2

Who discovered Agenda Setting?

Back 2

McCombs and Shaw

Front 3

Define salience

Back 3

Tells us whats important to think about and how to feel about those topics (not think)

Front 4

3 parts of public agenda

Back 4

1) Issues people discuss

2) Issues people think and worry about

3) Emotions and data these issues involve

Front 5

Define Gatekeepers

Back 5

small number of people who make decisions about what to focus and not focus on when reporting

Front 6

4 Criterion for Coverage

Back 6

1. Least objectionable programming

----->won't turn off rather than seek out

2. Nature of the audience (conservative/liberal)

3. News bite (short attention getter)

4. Expressiveness or dramatic quality

Front 7

Blumler's Gratification Primary Needs

Back 7

1. Surveillance (our environment)

2. Curiosity

3. Diversion (boredom relief)

4. Personal identity

Front 8

Blumler's Gratification Secondary Needs

Back 8

Mastery and Control

Front 9

Blumler's Tertiary Needs

Back 9

Competence

Front 10

McLuahn's Technological Determinism

Back 10

Society's technology drives the development of its social structure and cultural values

Front 11

McLuahn's Key Phrase

Back 11

Media is the Message

--->The effect the medium has on the culture is greater than the actual message

Front 12

"Hot" Media

Back 12

-High Definition

-Complete signal

-Little thought, little participation

-photograph

Front 13

"Cool" Media

Back 13

-Low definition

-Incomplete message

-More thought and effort into converting signal into meaning

-More emotional

-cartoon

Front 14

4 Eras of Technological Determinisim

Back 14

1. Tribal (Spoken)

2. Literacy (Alphabet)

3. Print (Printing Press)

4. Electronic (Telegraph)

Front 15

Define Symbolic Convergence

Back 15

-Explanation of a group's cohesiveness

-Shared emotions, motives, and meanings

Front 16

3 Planes of Symbolic Convergence

Back 16

1. Pragmatic plane (practicality of product)

2. Righteous plane (safe/ethical product)

3. Social plane (popularity of product)

Front 17

Continuum of fantasy formula

Back 17

Your fantasy -->

Fantasy link (sharing similar stories) -->

Rhetorical vision (group reality people believe) -->

Symbolic convergence (believe vision so much that you pass it off as your own fantasy)

Front 18

Define Persuasive Campaign

Back 18

artistically coordinated grouping of multiple messages that ultimately lead to product adaption, voting decisions or support of various kinds of movements

Front 19

3 Types of Campaigns

Back 19

1. Product-oriented campaign

2. Person-oriented campaign

3. Idea-oriented campaign

Front 20

3 parts of effective campaigns

Back 20

1. Goal

2. Strategy

3. Tactics

Front 21

Define strategy

Back 21

Connecting the product to something positive

Front 22

7 positioning strategies

Back 22

1. Being first

2. Being best

3. Being least expensive

4. Being most expensive (quality)

5. What their not

6. By gender

7. By age

Front 23

Define tactics

Back 23

All the details of the campaign that are true for every advertisement

Front 24

2 Developmental models

Back 24

1. Yale 5 Step model

2. Hierarchy of Effects (introduce new product)

Front 25

Yale 5 Step Model

Back 25

1. Identification

2. Legitimacy (benefit of product, famous person)

3. Participation

4. Penetration (where do we see campaign)

5. Distribution (call to action, how to buy)

Front 26

Hierarchy of Effects

Back 26

1. Unaware of product

2. Create customer awareness

3. Create customer knowledge

4. Liking

5. Preferring

6. Conviction

7. Purchase

Front 27

Define Propoganda

Back 27

ideas, facts, or allegations spread deliberately to further your cause or damage and opposing cause

Front 28

Traditional view of propoganda

Back 28

1. must be ideological

2. must conceal:

---source of comm, source goals, the other side of the story, techniques in sending, results

3. aim at uniformity

4. circumvent reasoning (emotional appeal)

5. becomes ineffective when awareness occurs

Front 29

Johnson's view of propoganda

Back 29

1. Concealment

2. Manipulation

3. Short circuit logical reasoning

Front 30

Brown's view of propoganda

Back 30

1. Prepropaganda (get attention)

2. Create emotional tension

3. Identify tension with opponent

4. Implore audience to act against outgroup

Front 31

Brown's view -- identify tension with enemy

Back 31

1. stereotypes

2. substitution with name (not Fred--democrat)

3. repetition of stereotype/name

4. pinpoint enemy (give examples)

Front 32

3 Tactics of propaganda

Back 32

1. Testimonials

2. Card stacking

----->great case on one side, no case on the other

3. Transfer

----->overwhelmingly bad/good by only showing the negative/positive aspects