Term
| Understand the research made in 1940 to understand the part played by the am presenting information about presidential candidates and issues. |
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Definition
| Print, newspapers and magazines, and radio |
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Term
| Describe the findings revealed by the research project in the 1940s. |
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Definition
| Media at the time had (or did not have) an influence on the vote decisions of various categories of people |
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Term
| Describe the term "Dark Horse" in politics. |
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Definition
| A political unknown, but one with impressive personal credentials. |
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Term
| Indicate which was a major problem for researchers in 1940. |
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Definition
| Selecting a sites conduct their election study. |
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Term
| Explain the reason why the 1940s research stands out. |
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Definition
| Investigators developed a unique research design - one that permitted repeated interviewing of a sample of six hundred carefully selected respondents but which also allowed for assessments of any possible influences that those repeated interviews might have had on their vote decisions. |
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Term
| Describe the problem made by repeated interviews. |
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Definition
| Researchers interviewed four different sets of six hundred carefully and similarly selected subjects who had not been interviewed previously. |
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Term
| Explain how media influenced the vote according to the study. |
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Definition
| Older citizens favored the Republican candidate, while those who were younger were more likely to vote for Democrat. |
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Term
| Indicate the three types of general influences if the media campaigns that played a greater or lesser part in helping to shape the voters final decision. |
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Definition
| Activation, reinforcement, and conversion. |
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Term
| Understand that opinion leaders exist at all levels. |
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Definition
| opinion leaders exist at all levels SES levels. Humble, middle class, and upper class levels. |
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Term
| Describe the similarity between a rumor and news story. |
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Definition
| The social dynamics of the spread of a rumor are very similar to those that are involved when a news story is transmitted through interpersonal chains. |
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Term
| Understand what a gratification means |
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Definition
| Such gratifications are said to be related to vatious needs and other motivations that bring people to seek amusment, enjoyment, diversion, etc. |
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Term
| Describe the origins of the gratifications theory. |
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Definition
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Term
| Describe why the Office of Radio research investigations were design for. |
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Definition
| Designed to compare women who listened regularly to soap opears, to other women with similar characteristics, but who did not listen. |
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Term
Understand how Herzog found clear evidence that thelisteners were attending to the
soap opera to obtain emotional release. |
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Definition
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Term
| Indicate what children obtained from television according to Schramm |
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Definition
| Children "used" television to relieve boredom and escape from real-life problems. |
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Term
| Understand the assumptions that provided guidelines for conducting uses and gratifications research. |
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Definition
| The authors went on to draw together from several sources a set of five assumptions that they felt provided guidelines for conducting uses and gratifications research. |
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Term
| Describe the "hierarchy of needs" by Abraham Maslow. |
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Definition
| At the lowest level are basic needs of food and water, security, belongingness and love, self esteem, self actualization. |
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Term
| Describe the principle of parsimony. |
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Definition
| If two explanations for a particular phenomenon are available, it is the wisest to choose the simplest. |
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Term
| Understand the Uses for Gratifications Theory. |
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Definition
| Still under study and revision. Researchers continue to try to understand the needs that people have and how various forms of media content provide for their gratification. |
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Term
| Understand the logic of needs-gratification explanations. |
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Definition
| There are too many unknowns |
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Term
| Understand that is yet unknown how a specific form of media content provides precisely the (inferred) gratification that will satisfy a particular (inferred) need |
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Definition
| "Black Box" interpretation that begins with observing and then inferring (unobservable) motivational and gratification processes that are said to provide mainsprings of action. |
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