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89 Cards in this Set
- Front
- Back
Aggregate effects are... |
Different than individual effects |
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Pew Research News IQ quiz |
Assesses where the public stands on current events knowledge |
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Two step flow theory |
(Investigated campaign effects of 1940 presidential election with FDR and Wendell Willkie to asses the effects of media on voting decisions over time) Findings: Person to person communication is more influential than media. Information flow: media -> opinion leader-> individuals |
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Diffusion of innovations/ information theory |
How an innovation (or information) is communicated over time through different channels to members of a social system. |
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Four key elements to diffusion of innovations/information theory: |
1. Innovation 2. Communication 3. Time 4. Social system |
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Knowledge gap theory |
Some individuals learn much more from media than others. |
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As media access grows, the knowledge gap grows larger because of: |
1. Education 2. Socioeconomic status Theory: motivational factor -> education -> socioeconomic status |
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Digital divide |
As technology becomes more prevalent so does the recognition that not everyone has it. |
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Digital divide happens at 3 levels: |
1. Economic: cost of technology 2. Usability: ability to operate technology 3. Empowerment: ability to achieve their personal goals via technology |
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The economic cost of technology is... |
Dropping, but as income decreases so does internet usage. |
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The webs biggest access problem is _____. |
Usability |
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What percent of the U.S has lower literacy skills? |
40% |
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Effects of news |
- expands ones knowledge base - offers info about things we cant experience ourselves - creates and maintains a collective memory |
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Filter bubbles (problem with news feed algorithms) |
We only see content that we like and agree with. Info gets so personalized you no longer see other perspectives. |
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Echo chambers (problem with news feed algorithms) |
Ideas amplified and reinforced in a closed system. Competing views are censored or underrepresented. |
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Public service or information campaigns are designed to... |
Improve your life with information which hopefully leads to a change in behavior. |
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Agenda setting theory |
The press tells us what to think about |
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Cultivation theory |
The more time people spend with media the more they believe the social reality it portrays |
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Mainstreaming |
Despite initial individual differences, heavy TV views become more similar in views and beliefs |
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Resonance |
When a person's real life environment strong resembles the environment depicted in media |
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Study: U.S public views about protecting gun rights vs. Control gun ownership shows... |
People who want to protect guns rights have increased and those who want to control gun ownership have slightly decreased/ come together. Stronger gun law support spikes after mass shootings. |
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Experiment on the effects of different news story elements on gun restriction attitudes: |
Found that proposing a ban on large capacity magazines significantly increases support of ban. |
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Analysis of public sentiment in MA using Twitter showed: |
36% positive 42% negative 22% neutral Net sentiment rate -.065 (Slightly negative overall) |
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Copycat phenomenon |
Viewers imitating the violent behavior they see on TV. Why? The promise of media attention. |
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Perpetrators were shown in photos __x more than vicitims |
16x |
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Study of juvenile copycat criminals |
33% thought about copying a crime from media 25% tried to copy a crime from media |
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The Viennese study of suicide reporting discovered |
Changing the way suicide is reported in the news could reduce copycat suicides by 80% |
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TV coverage of states that had primaries led to the other states... |
Wanting them too. 1940: 13 states had primaries 1976: 30 states had primaries 2016: all states have primaries |
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Front-loading |
Media give disproportionate coverage to early primaries which influences later primaries. (Candidates have to do well in the first primary if they want to get continued press coverage) |
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Upside and downside to media influence on primaries |
Upside = more info than ever about candidates Downside = mostly negative and superficial information |
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First presidental candidate to have a blog: |
Howard Dean, 2004 Lost the election though after not winning the first primaries |
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How media has influenced nominating conventions: |
- Leading candidate is now known well in advance of nominating conventions. - Coverage is now only on major speeches |
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Political advertising spending increased by ___% in the early days of TV |
600 |
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With each new media, candidates have... |
Greater direct access to the public |
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Positive and negative effects of internet influence on politics: |
Positive: Creativity, interactivity, independence, depth. Negative: Inequality, filterlessness, blurring, constant surveillance, cocooning |
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Changes in depictions of family on TV are similar to... |
Changes in family in real life. (Less "nuclear" families, more single parents, more extended families) |
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Are ads still focused on mom doing it all? |
No, ads now focused more on kids and less on the gender of parents |
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Media portrayals of family influence... |
Public opinion about expectations of family values. |
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How is family media use more fragmented? |
Families consume less media together. When they do there is less interaction around content. |
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Parental shift from introducing kids to ___ go protecting them from ___. |
Culture |
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Restrictive mediation |
Parents set rules or prohibit use of certain media. |
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Instructive mediation |
Parents explain or discuss certain aspects of media. |
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Social co-use |
Parents and children consume media together |
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Parental mediation of TV significantly increases children's ___ about media. |
Skepticism |
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Computer mediated communication is [higher/ lower] in communication satisfaction than face to face communication between college students and parents. |
Higher |
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McLuhan (1964) developed that |
What is communicated is less important than how its communicated |
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Hot media |
High definition requires less effort on our part |
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Cold media |
Low definition, requires more effort on our part. |
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Text messaging has replaced the period with a ______. |
Line break |
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Mass media fulfill 3 roles in society: |
1. Surveillance 2. Correlation 3. Transmission In 1960 Wright added: 4. Entertainment Added later: 5. Mobilization |
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Mass media socialize us into a... |
Common ways of thinking |
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"The Triple Revolution" |
1. Use of online social networks 2. Instantaneous internet 3. Always connected to mobile phones |
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Integration |
Mass media serve to pull people together who would otherwise be scattered in some way |
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Fragmentation |
Society fragments as a result of mass media; reduction of the "public sphere" |
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True or false, the media exerts influence on itself |
True, media alterations to society and culture influence changes in media structures and practices. |
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Social media has made journalism: |
1. Faster 2. Easier 3. More personal |
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What percent of young adults have dropped cable or satellite TV service? |
19% |
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Influence of streaming services on TV: |
TV now mimics streaming services |
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Vertical integration |
- Greater program diversify and lower prices - shift from focus on channel to message |
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What 6 firms own all of American mass media? |
Bertelsmann, Disney, GE, News Corp., Time Warner, Viacom |
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___% of the recording market belongs to 5 media companies |
95% |
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8 Hollywood studios account for __% of film rentals |
89% |
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3 TV networks earn more than ___ of revenue. |
2/3 |
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As competition among media companies decreases the content of messages changes... |
Negatively. Fewer companies limit the range of expression. |
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Large companies enjoy greater ______. |
Economies of scale. |
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Values acquired in journalism: |
1. Dissemination: getting info to the public 2. Interpretation: interpreting cimolect issues 3. Adversary: serving as social critic of government and business |
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Methodological cautions: |
1. Use of self reports 2. Use of repeated measures 3. Use of attribute variables 4. Calibration of influences |
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What is the issue with relying on self reports data? |
Our intended behaviors dont necessarily reflect our actual behaviors. |
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What percent of media effects studies published 1995 - 2009 used self reports? |
82% |
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Our behavioral intentions are ___ than our actual behaviors. |
Better. We are often unaware of what our actual behavior is. |
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Why do studies use self reports? |
Inexpensive, efficient way to get behavioral data. |
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What would be the best way to get behavioral data? |
Electronic recording |
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Is media effects more concerned with longterm or short term effects on individuals? |
Long term effects |
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Only __% of studies that make long term media effects claims use repeated measures. |
92% Most only measure in cross sectional/ one time studies. Assume they media use and effects are stable over time. |
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Attribute variable |
Superficial characteristics of a person. Easy to measure but limited in explanatory power. |
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Study: idealized media images in adolescent body image, comparing boys and girls. |
(Adolescent girls and boys viewed TV commercials with idealized body images for men and women.) Findings: exposure to idealized commercials lef to increased body dissatisfaction for girls but NOT boys. |
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Studies focus on ___ significance, not necessarily on ____ significance. |
Statistical, substantive |
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What are mass medias: |
1. Size of audience 2. Type of audience 3. Channel of transmission 4. The Something Else |
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Mass communication |
The process by which a complex organization with the aid of one or more machines produces and transmits public messages that are directed at large, heterogeneous and scattered audience. |
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Is a phone a mass medium? |
No but a smartphone might be |
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What distinguishes mass media and non-mass media? |
1. Intentions of senders 2. Channels of transmission 3. Mass media are organizations, not individuals |
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Almost no mass media research examine media under "mass" conditions, most data collections focus on: |
- one medium or type of content at a time - focus on individual effects |
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Each of us follows a unique pattern of exposure, but: |
1. We all spend a great deal of time with media 2. We all navigate this exposure mostly automatically |
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We experience media in one of three exposure states: |
1. Attentional 2. Transported 3. Self-reflexive |
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Media effects result in part or in whole from... |
Media influence |
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Media effects differ by: |
1. Level (macro/ micro) 2. Timing (immediate/ long term) 3. Duration (temporary/ permanent) 4. Directness (direct/ indirect) 5. Intention (intended/ unintended) 6. Change (difference/ no difference) 7. Valence (positive/ negative) 8. Manifestation (observable/ latent) |
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Media influence is continual and ongoing in three ways: |
1. Directly (during exposures to messages) 2. Indirectly (through interaction with others who've been influenced by media) 3. Through our mental algorithms used to make our selection of messages |
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Important to think of patterns over time through fluctuations to baselines: |
1. Duration (how long fluctuation lasts before returning to baseline) 2. Magnitude (how far the fluctuation spike deviates from the baseline 3. Direction (whether fluctuation spike moves upward or downward) |
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Affect |
To have an effect on or make a difference to |