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29 Cards in this Set
- Front
- Back
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what are the categories of media effects
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level-micro vs. macro
doman-content, topic duration-long or short term effect intention-intended vs. unintended medium-radio, tv, newspaper, magazine, internet |
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What is another name for the magic bullet theory?
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The hypodermic needle theory
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Why is the hypodermic needle thoery also known as an S-R model?
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because it is Stimulus-Response
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What are two key assumptions of the magic bullet theory?
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•The media are powerful instruments able to persuade audience
•The audience is passive-powerless to resist |
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What is the S-O-R model?
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two step flow model
stimulus-organism-response |
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What does Porter suggest accounts for the paradigm shifts in the study of the mass media?
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There are intervening variables that influence behavior. We do not all respond to media messages in the same way.
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What were the major findings of the Two-step flow study?
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subjects were more influenced by others than by the media.
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Why do we strive for cognitive consistency?
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Because we seek out messages that are consistent with our beliefs and values.
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How do we strive for cognitive consistency?
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Through selective exposure, selective perception, and selective retention
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selective exposure
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avoid exposure to information that will create dissonance
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selective perception
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we interpet messages in a manner consistent with our attitudes and beliefs
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selective retention
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we remember what we want to remember
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Why is the Law of minimal effects also called the reinforcement theory?
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Because it states that the media might be a contributory agent, but not the sole cause. Its conclusion is that media have some influence on some people some of the time, under some conditions.
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What is the premise of the law of minimal effects?
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The media do not serve as sufficient cause of audience effects, but functions through a nexus of other influencing factors, such as such attitudesm personality, social situation
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Why are long term media effects associated with the era of cultural theory?
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Because long term effects are powerful
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What are the three types of media effects?
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•behavioral
•cognitive or intellectual •affective or emotional |
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which type of media effect is most commonly considered when discussing media effects?
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behavioral
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imitation
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the mechanical reproduction of behavior
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identification
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assuming the general characteristics (attitudes, values) of a character
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What is more common, imitation or identification?
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identification
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Ann Marie Barry's position on television violence
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the continued violence on TV makes it a normalcy, and becomes people's expectations for the world.
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Ellen Wartella's concern about television and violence
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even though it isn't the only contributor to violence in the world, it was the easiest to control
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4 primary effects of viewing media violence
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•the learning effect
•the mean world syndrome •desensitization effect •appetite effect |
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the learning effect
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high levels of viewing television violence is correlated with increased acceptance of aggressive attitudes and behaviors
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the mean world syndrome
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viewing violence increases fear of being a victim of violence
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desensitization effect
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prolonged viewing of media violence can lead to emotional desensitization towards real violence and victims.
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appetite effect
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a steady diet of media violence increases the appetite for more violence in entertainment and real life
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what effect of viewing media violence is most like the cultivation theory
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the mean world syndrome
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what is another name for the mean world syndrome
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the fear effect
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