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Comm 102 Exam 4
Lectures 16-20
148
Communication
Undergraduate 2
04/15/2011

Additional Communication Flashcards

 


 

Cards

Term
Political Effects of the News
Definition
1. Cognitive
-Learning about public affairs
-Issue salience
-Candidate evaluation
-Attribution of Responsibility
-Public Opinion


2. Behavioral Effects
-Political and civic participation
Term
Political Learning
Definition
-Media is an important (and possibly the only) information source of political events and issues
Term
Channel Differences in Political Learning
Definition
Newspaper news (people have to concentrate)>Television news (passive)
-Amount of information
-Reception content (less distractive)
-Pay attention to comprehend the news
Term

Use Patterns of new communication technologies (Political Learning)

 

Definition
-Informational use vs. Relational/personal recreational use
-People that use new technologies for information are likely to lear more from technologies than using technology for personal use
Term
Comprehension of Single Evening News (Robinson &Davis, 1988)
Definition
-8-point scale (0-7)
-"0": Recalled the wrong story or information that was not covered
-"1": Unable to recall a story, no reply
-"7" : Recalled the central point of the story plus two additional important details
***On average, viewers fell between "2" & "3"
"2": Recalled something but had no details
-"3": Provided only vague, general responses related to the story
Term

Knowledge Gap Hypothesis (Tichenor, Donohue, and Olien)

 

Definition
-The media functions as a public information tool that contributes to:
1. The equality of knowledge distributed in society (people at top of social heirarchy know more than lower ranked, which strengthens their hierarchy)
2. Socio-economic Status and knowledge.
Term
The knowledge Gap Hypothesis Verdict
Definition
-Pessimistic
a. The media may widen the existing gaps in knowledge between high and low SES groups
-Unintended effects of mass communication campaigns on learning
Term
Why does the knowledge gap increase with media?
Definition
-As society receives information, populations with higher socioeconomic status tend to receive at a FASTER RATE than lower status populations.
-THE GAP IN KNOWLEDGE BETWEEN TENDS TO INCREASE AS A POLITICAL ELECTION DRAWS NEAR
Term
[image]
Definition
-Low ses= do learn
-Low media is beginning of political election and high is during october time of election
-At beginning of campaign, there is a small gap between these groups
-As people use more info, this end gap is what researchers observe
-Both can imporve knowledge but with more of background creates a greater gap
– high SES learns better and faster
-If you put info in the media, people do have to do some research to understand
Term
Why the Widening Gaps?
Definition
1. Education
-News media Use= Preference and access --people of higher ses is easier to access websites and information easier
-Communication skills/information processing skills
-Pre-existing knowledge: high educated= high ses more likely
-RELEVANT SOCIAL CONTACTS: high ses people have more of these people around than low ses
Term
Agenda Setting Theory
Definition
-The link between news stories in the media and the importance placed on particular issues
Term
Roots of Agenda Setting
Definition
-walter lippmann
-Public Opinion
-Media creates pictures in our head
-News media is responsible for shaping public's perception of the world
Term
What did Bernard Cohen state about Agenda Setting?
Definition
"It (press) may not be successful much of the time tin telling people what to think, but it is stunning successful in telling its readers what ti think about"
Term
The Agenda-setting function of mass media -- Initial study
Definition
-Maxwell McCombs and Donald Shaw took undecided voters and:

-DV: What are you most concerned about these days?
a. That is, regardless of what politicians say, what are 2 or 3 main things which you think the gov. should concentrate on?
Term
Agenda-Setting Function (initial study) Gallup poll question?
Definition
-what is the most important problem facing this country today?
Term
IV :Agenda-Setting Function (Initial Study)
Definition
-News content in local media for 3 weeks during the campaign
Term
Finding: Agenda-setting (initial study)
Definition
-Rank order of top five issues of residents and press were nearly identical
-Thus: importance of issues transfers from media to public
-Concluded: Successful in telling audiences what to think about
Term
What Causes what in agenda -setting hypothesis?
Definition
-Must show that public priorities lag behind the media agenda
Term

Agenda-setting function (phase 2)

What is the purpose?

Definition
-replication
Term
Agenda-Setting Function (Phase 3)
Definition
-Contingent (conditional) factors
a. Obtrusiveness: whether people have direct experiences with a given issue
b. Unobtrusiveness: greater agenda setting effects; rely on the media to know what is going on
Term
Contingent (conditional) factors of Agenda-Setting formation 
Definition
1. Obtrusiveness: Whether people have direct experiences with a given issue
2. Unobtrusiveness: Rely on the media to know what is going on
^ this causes greater agenda setting effects
Term

Agenda-Setting Functions (Phase 3)

What do some voters expose themselves to certain media messages more than others?

Definition
1. Need for orientation (to the enviornment): urge to know about issue
-High relevance + high uncertainty= high need for cognition
-High relevance + low uncertainty= moderate need for cognition
-Low relevance + high/low uncertainty= low need for cognition
Term
Main finding: Agenda setting function (phase 3)
Definition
-High need for cognition leads to greater media use -- greater agenda setting effects
Term
Agenda-Setting Function (phase 4)
Definition
-News agenda becomes DV
-Gatekeepers control over the flow of news
^ Must decide what to cover
-The issues themselves, their ideologies themselves are bias are IV
Term

Agenda-Setting Function (Phase 4)

Dependent and Independent

Variables

Definition
dv: News agenda
IV: Individual characteristics of journalists, organizational routines and conventions, governmental influences, economic factors (ownership, advertiser pressure, etc.)
Term
Triadic Model of Agenda Setting Effects
Definition
1. Media agenda: what the media tell the public the agenda is
2. Public agenda: what the public considers the agenda to be
3. Policy agenda: what policy makers consider the agenda to be
Term
Political Priming Effects
Definition
1. An extension of the agenda setting theory: media sets agenda for public, therefore media is important agent
2. Priming: Occurs when exposure to a mediated message activates related thoughts in the mind of the audience member
Term
Iyengar and Kinder: Political Priming Effects
Definition
-Issues that receive prominent media coverage prime audiences in their evaluation of presidential performance
-Peoples support relies on news coverage
-Salience of issues which are related it the salient issues
-Activation of thoughts, feelings what are related to the salient issues
-These are what people use to evaluate public officials
Term
Framing effects (agenda-setting)
Definition
-More than just setting the agenda that people think/talk about; could affect how to think about issues
Term
Media Frames (agenda-setting)
Definition
-Central organizing idea for news content that supplies a context and suggest what the issue is through the use of selection, emphasis, exclusion, and elaboration.
Term
Audience Frames (agenda-setting effects)
Definition
-Media frames affect audience interpretations, perceptions and evaluation of the issue.
Term
Shanto Lyengar's Idea of Episodic vs. Thematic Frames
Definition
-Two levels that the media could utilize to formulate a news story about social problems, such asa poverty ad crime (individual vs. societal)
Term
Episodic Frames
Definition
-Personalized and concrete
-Individual cases or events
Term
Thematic Frames
Definition
-Generalized and abstract
-Context, historical trends, policies, and statistics
Term
Frames and who is responsible?
Definition
Causal and treatment responsibilities
-Causal: creation of problem
-Treatment: Resolution
Term
Attribution of Responsibility for Episodic Frames?
Definition
-People who watch more episodic frames, blame individual responsibility
Term
Attribution of Responsibility in Thematic Frames?
Definition
- People who watch thematic frames blame gov. systems-level responsibility
Term
What % is episodic news stories in lyengar's research?
Definition
-85%
Term
Stereotypes
Definition
-Oversimplified opinions
-beliefs hold that all members of a group share the SAME set of characteristics, attutudes, and life conditions
Term
Possible effects of stereotypical portrayals?
Definition
-Shaping perceptions
-Deny diversity: Positive stereotypes
-Justifying inequitable conditions in society
-Cultivating ethnic blame discourse
Term
Content Analysis of Minorities
Definition
-How minorities are represented and portrayed: whether over represented or under represented in terms of NUMBERS
Term
Effects studies on Minorities
Definition
-Effects on perception, attitudes, and behavioral reactions: whether media creates stereotypes and if they have an impact on our perception
-Creating and reinforcing racial stereotypes?
Term
Counting heads --Studies on media depiction of Minorities
Definition
-Underrepresentation/overrepresentation
Term
Studying Media Depiction in Minorities: Role Comparisons
Definition
-Significance of roles
-Violence
-Occupations
Term

Studies on media depiction of minorities: Interracial interactions

 

Definition
-Interracial relationships
Term
Prime time TV: Interracial interactions
Definition
- Differential depictions
a. Black vs. white families (Greenberg &Neuendorf)
1. Single parent african american vs. two parent which family
2. Family interpersonal conflict
Term
Counting heads on Prime time TV
Definition
-Recent years: African Americans= more representation for males
-1/3 of all appearances in sitcoms
-Latinos, asians, and native americans= underrepresented
Term
Prime time TV: Role comparisons
Definition
-African Americans: Until 80's = minor/low status roles
a. Recently in crime dramas (law enforcement officers)
-Other groups
a. Latinos: sitcoms and crime dramas; domestic work
b. Asians: mostly nonrecurring, but high status professional roles
Term
Sitcoms are _____ diverse in content analysis "Fall Colors"
Definition
Least
Term
% of mixed open cast in dramas?
Definition
45%
Term
Minorities in Advertisement?
Definition
-Narrowly defined roles
-Portrayed in crowds or background
Term
How have African American's progressed from the 1960's in Advertisement?
Definition
-5%-32% appearance in ads
-11% of ad characters overall
Term
What type of ads do African Americans appear in?
Definition
Food/beverages and financial services
Term
Latinos in advertising?
Definition
-Scares in television advertisement
1% overall ad characters
Term
What types of ads do Latinos appear in?
Definition
Entertainment and Alcohol
Term
Asians in Magazines and TV advertisement
Definition
-2.4% in magazine advertisement
-8.4% in TV
2% of characters overall
Term
What type of ads do asians normally appear in?
Definition
ads for wealth and technology ads
Term
Native Americans role in Advertisement?
Definition
Nearly nonexistant
Term

Television News Portrays of Minorities

 

Definition
-More negative than in fictional programming (especially african americans and Latinos)
-
Term
News Television- African American's more likely to be depicted as?
Definition
-Criminal Suspects
Term
Findings on the effects of Minority Portrayals
Definition
-White children watching television comedies or Sasame Street with regular African American or Latino cast members tend to be MORE ACCEPTING, AND LESS PREJUDICED.
-African American characters are IMPORTANT role models for YOUNG AFRICAN AMERICANS.
Term
Racial Priming
Definition
- Negative dipictions of minority characters on TV= ACTIVATE NEGATIVE STEREOTYPES regarding minority groups
-LESS favorable evaluations of minority characters
-Generalization of the characteristics to an ENTIRE GROUP
Term
Conditional Factors of Racial Priming
Definition
1. GREATER impact among those with higher levels of racial prejudice
2. LESS impact among those with greater interracial contact
Term
Dixon's Findings on Effects of Minority Portrayals
Definition
-African Americans are often assoiciated with criminality and poverty on news programs.
-More Exposure to television network news
-Negative estimations of African American household income
-Endorsement of African American stereotypes ("blacks are intimidating")
-Racial prejudice
Term
Four Stages of Advancement of Minority Portrayals on Television
Definition
1. Non-recognition
2. Ridicule
3. Regulation
4. Respect
Term
1. Non-Recognition
Definition
Exclusion- - Neither seen or heard in mainstream culture
Term
2. Ridicule
Definition
Stereotyped- Images of the group appear, but it has the nature of stereotypical representation
Term
3. Regulation
Definition
Appear as character with positive attributes/ protectors of existing order (cop,detectives)-- Positive occupation with limit
Term
4. Respect
Definition
Range of Roles-Members of the social group are represented via a range of images positive and negative that are more reflective of the reality of the actual demographic and are indicative of broader social viewpoint.
Term
Innovation
Definition
-An idea, practice, or object perceived as NEW
Term
Diffusion
Definition
-The process by which an innovation in COMMUNICATED and spreads
-Through certain channels
-over time
-among the members of a social system
Term
Adoption
Definition
The process by which an individual begins to attempt and use an innovation
Term
Diffusion and adoption model process
Definition
1. knowledge
2. Persuasion
3. Decision
4. Implementation
5. Confirmation
Term

1. Knowledge

 

Definition
-An individual (r other decision-making unit i.e. parent)
a. are exposed to an innovation's existence
b. gains some understanding of how it functions
Term
Persuasion
Definition
-an individual (or other decision-making unit)
a. form a favorable or unfavorable attitude toward the innovation
Term
Decision
Definition
-An individual (or other decision-making unit)
a. engages in activities that lead to a choice to adopt or reject the innovation
Term
Implementation
Definition
An individual (or other decision-making unit)
a. puts an innovation into using it. (trial)
Term
Confirmation
Definition
-an individual (or other decision-making unit)
a. seek REINFORCEMENT of an innovation-decision already made
b. or reverses a previous decision to adopt or reject the innovation
^if exposed to conflicted about the innovation
Term
what is the adoption model based around?
Definition
persuasion
Term
Innovation Adoption and what type of graph?
Definition
S-Curve graph:
-At first ONLY A FEW INDIVIDUALS adopt the new idea,
- then GREAT numbers of individuals accept the innovation
-Finally the rate of adoption SLACKENS
Term
S-curve graph y and x axis?
Definition
Y:% of people adapting to innovation
x: time elapsed
Term
Categories of Adopters
Definition
1. Innovators
2. Early adopters
3. Early majorities
4. Late Majorities
5. Laggards
Term
Innovators
Definition
-Technological enthusiasts: NEWNESS EXCITES YOU!
-Shorter Adoption period
-Risk Takers:willing to try an unproven product
-High social Class
-financial resources
-Extend outside a local community
Term
Early Adopters
Definition
-2nd to adopt
-Opinion leaders--well connected with the local community
-Motivated to PRESERVE THE RESPECT-motivates you to find out more because you know people will go to you for information
-Seek greater knowledge of innovations
-Greater exposure to media channels
Term
Early Majority
Definition
-PRAGMATISTS
-DELIBERATE before making a decision
-AVOID RISK
-Rely on recommendations from others who have experience with the product
-Legitimize innovation: Prove it is real (make it popular)
Term
Late Majority
Definition
-Skeptic: even after others embrace the innovation
-Wait until rest of community has adopted first
-may adopt innovation, though UNWILLINGLY
-Peer pressure may be a motivator
-Economic necessity
Term
Laggards
Definition
-Adopt only when certain the technology will not fail, or forced to change
-Innovation-decision process is lengthy
-Tied to past
-Limited resources
-When adopted, the innovation has become outdated
Term
Critical Mass
Definition
-5-15%: The process takes off and is probably irreversible. Self perpetual
Term
Saturation Level
Definition
-Everybody who had potential to embrace an idea has been met, but not 100% of population.
Term
Adult smokers in America?
Definition
-Decreased from 1965
-Men heavier smokers
-High educated=lower % of smokers
Term
Cigarette Advertisement
Definition
-banned on TV and radio in 1971
-Found in Newspapers, mag. billboards, and event promotions
Term
More advertisement in point of purchase or out?
Definition
-In point of purchase 14-27 (stickers and posters in store)
-3.6-7.5 Outside store
Term
Master Settlement Agreement
Definition
-Concerning ads targeting YOUTH
a. Restriction on the size of billboard
b. No merchandise with brand-name logos
c. No payment for product placement
d. No targeting youth in various ways
Term
Expending of the Tobacco industry
Definition
-Increased from 1998-2003 then began declining
Term
CDC spending on Prevention of tobacco
Definition
3.7 billion
Term
Tobacco marketing  expending
Definition
-13.4 billion
Term
Total tobacco income for state?
Definition
-25.3 billion
Term
Effects of Smoking in the Media Findings
Definition
-86% of underage smokers use one of the 3 most advertised brands (marlboro/camel/newport)
-80% of teenage smokers say advertising is important
-Adolescent smokers are more likely than nonsmokers to name actors who smoked either on or off screen as their favorite stars
Term
Effects on Food and Nutrition Habits
Definition
1. Children's Nutrition Beliefs
2. Physical inactivity
3. Thin-Body Idea and Eating Disorders
Term
1. Children's nutrition beliefs
Definition
-Greater TV and commercial exposure
-poorer nutritional knowledge
-greater preference for unhealthy foods
-greater request for parents to buy foods advertised
-Less fruit, vegetable , and juice intake
Term
2. Physical inactivity and obesity
Definition
-Both children and adults
-Time displacement: Adult men and women who watch more than 3 hours of television per day are twice as likely to be obese than men and women that watch less than 1 hour per day.
Term
Time displacement and Obesity
Definition
-Men and women who watch more than 3 hours of tv per day are twice as likely to be obese than those men and women who watch less than 1 hour per day.
Term
3. Thin-body ideal and Eating disrders
Definition
-Exposure to thin media images
a. internalization of the thin-ideal
b. Body dissatisfaction
c. Eating Disorder symptoms
Term

Percent of U.S. Adults who drink Alcohol?

 

Definition
55.8%
Term
Binge-drinking in the past month
Definition
1 in 3 adult drinkers
Term
percent of adults reporting heavy drinking in the past 30 days
Definition
5.1%
w: 1+ drink/day
m: 2+ drinks/day
Term
Where are alcohol ads concentrated?
Definition
- Major sports on TV
2.4/hour
Term

Effects of Alcohol in the Media:

Awareness of alcohol ads

Definition
-Positive beliefs about drinking and intention to drink
Term
Effects of Alcohol in the Media: Exposure to advertising and promotional merchandise
Definition
-predictive of drinking behavior among adolescence
Term
What is marketing?
Definition
Business activities that direct the exchange of ideas,goods, and services between producers and consumers
Term
Advertisement in terms of marketing
Definition
-It is an integral, but relatively small part of marketing
Term
Marketing mix
Definition
-a group of elements that are components of marketing
-Four p's
Term
What are the four P's of marketing mix?
Definition
1. Product
2. Place
3. Price
4. Promotion
Term
What is promotion?
Definition
- Personal sales; sales promotion; public relations; direct marketing; and advertising
Term
Challenges to Advertising Effects?
Definition
- Cluttered environment
-Selective exposure and attention
-Avoidance, distrust, and hate
Term
What is a cluttered environment regarding challenges to advertising effects?
Definition
- Other ads, stories, other media
- Competition for attention
Term
Target Marketing
Definition
-Segmentation meaning you concentrate your marketing efforts on one or few key segments.
Term
Media Planning
Definition
Placing the message before the target audience
Term
Effects of Advertising Research
Definition
-Recognition and recall of brands
-Persuasion: attitude towards a brand or an ad
-Behavioral effects
Term
What are the behavior effects of Advertising?
Definition
-Trail
-Repeat of Purchase
-Conversation
Term
Why is an attitude toward an ad important?
Definition
-the ad itself has to be just as likeable as the brand
-like the ad, they'll like the product
Term
Why is an attitude toward an ad important?
Definition
-the ad itself has to be just as likeable as the brand
-like the ad, they'll like the product
Term
ROI of creative advertisement?
Definition
r: Revelance-- make the message important to audience
O: Originality
I: Impact-- Stopping power/ memorability
Term
A different world: Text Reading
Definition
Dealing with Children's perception of what the TV offers.
Term
In A different world: Almost half African american children said....
Definition
-They felt their race was more accurately represented by entertainment media rather than news media.
Term
In A Different World: who thinks it is important to see characters of their own race on television?
Definition
African Americans, Asians, and Hispanics
Term
In a Different world: Asians and Latinos say...
Definition
- They do not see their race represented much
Term
In a Different world: Minority children chose who as their favorite stars?
Definition
- Black stars
Term
In a Different world: who was the exception for popular stars?
Definition
-Will Smith
-Michael Jordan
Term
In a different world: What were the associations between whites and blacks?
Definition
-Whites had positive characteristics
-Blacks had negative characteristics
Term
In A Different World: Criminals, Maids, and Janitors....
Definition
-were sought as roles played by African Americans
Term
In a Different World: Children thought secretaries, bosses, police officers, and doctors would be
Definition
-Played by whites
Term
-What did an asian girl quote in A different World Study?
Definition
"You see African Americans getting along with other african Americans and Caucasians getting along with other caucasians but rarely see African American and Caucasians together happy and as friends."
Term
Result of A different World
Definition
-Kids watch TV, what they see becomes their reality. This age group is very vulnerable to what they are watching.
Term
Combating Prejudice
Definition
Producers of Sesame Street introduced a series on Israeli and Palestinian characters living in peace and helping each other.
Term
In Combating Prejudice: What happened on an episode of this show?
Definition
- A jewish child rode a bike into an Arab neighborhood and after having a flat tire, Arab characters provided a new wheel.
Term
In combating Prejudice: children had what kinds of tolerance?
Definition
-Increased tolerance toward the other children.
Term
In Combating Prejudice: after 4 months what happened?
Definition
- Kids were mroe likely to say positive things about one another
Term
In combating prejudice: What did the parents think?
Definition
- Palestinian's did not like it especially. They felt that their homes and land have been taken by the israelis and now the palestinians are giving them a wheel.
Term
Differential Stages in the Advancement of Minority Portrayals in the Media
Definition
1. Non-recognition
2. Ridicule
3. Regulation
4. Respect
Term
Adopter categories in Diffusion
Definition
1. Innovators
2. Early Adaptors
3. Early Majority
4. Late Majority
5. Laggars
Term
Effects of Episodic Frames
Definition
-People who watch more episodic frames tend to blame an individual rather than governmental officials for larger contextual problems
Term
Effects of Thematic Framing
Definition
-Blaming of Governmental/system level responsibility because these frames focus on history, trends, and statistics rather than an individual's problems
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