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37 Cards in this Set
- Front
- Back
Third Person Effects - what is it?
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The belief that messages have little impact on you and me, but influence others. (Examples: Pornography, Rap lyrics, Body weight/image) |
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Third Person Effects: Social Distance
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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 |
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Knowledge Gap - Causes
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Educational background, Socioeconomic background, less access to media technology, communication skill, social contacts, selective exposure, nature of the system
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Digital Divide |
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. |
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Knowledge gap - How does it increase/decrease? |
Increases in pluralistic and diverse communities, decreases in homogeneous communities |
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How do we overcome the Knowledge Gap? |
Ceiling effects (spreading), Identifying target audiences, Providing identical messages in different formats, Highlighting information's utility |
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What is the key element for an innovation to spread? |
There has to be a perceived need for something better |
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Characteristics of Adoption (Diffusion of Innovations) |
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 |
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Decision Process stages (Diffusion of Innovations) |
Knowledge - exposure Persuasion - forming attitude Decision - decide to use/not use Implementation - use Confirmation - right/wrong decision |
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Heavy vs. Light viewers (Cultivation) |
Long-term TV viewing has effects on perception, attitudes and values.
Light viewers watch less than 4 hours a day |
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First order belief vs. Second order belief |
Facts about the real world Qualitative opinion |
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Mainstreaming |
TV viewing may override differences that stems from other social influences (education level, socioeconomic background |
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Resonance |
Effects of TV viewing will be boosted for certain members of the audience |
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Program-specific cultivation |
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 |
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Why do people depend on the media? |
To achieve certain goals (To fill time, To learn, for pleasure) |
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Ambiguity - Perceived vs. Focused |
Inability to define social situation; (unfamiliar, never encountered before) No understanding Understand information, but do not know what action to take |
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Influences (Media Dependency) |
Number of needs a medium can meet, Number of sources available Familiarity Level of uncertainty |
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Goals (Media Dependency) |
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 |
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Types of Audiences |
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 |
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Types of Propaganda |
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 |
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7 Propaganda Tactics* |
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! |
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Intentional vs. Unintentional (Media Effects) |
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) |
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1920s - 1940s Hypodermic/Magic Bullet |
Everyone is treated in the same way, Effects are greater if you are by yourself than if you are with friends and family |
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1940s - 1960s Limited Effects |
Mass Communication has small effects that are small in scope and doesn't effect EVERY member of society, just a few |
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1970s - 1990s Powerful Effects |
Mass Communication has significant effects on a large number of people, but not EVERYONE, and this leads to changes |
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Current Views (Media Effects) |
We are an active audience, with niche communication (focusing on genres), with strong effects and media is ever-changing and rapidly changing |
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Uses/Gratifications (main concept) |
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 |
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Needs (Uses/Gratifications) |
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 |
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Why do people watch Game Shows? Soap Operas? Erotica? |
Self-rating, education, social interaction, excitement Emotional release, wishful thinking, advice Sexual enhancement, Diversion, Sexual release, Substitution |
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Reality vs. Fantasy (Entertainment) |
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 |
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Views (Entertainment) |
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 |
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Types of Pleasure (Entertainment) |
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 |
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Play vs. Work (Entertainment) |
Lectures, News
vs. TV, Music, Movies, Videogames |
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What is a Parasocial Interaction? |
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 |
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What is Mood Management? |
The theory explaining how people use the media to regulate arousal/mood and to increase feelings of pleasure |
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Research Examples (Mood Management) |
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 |
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Downward Comparison & Meta-emotions (Mood Management) |
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 |