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| Creel = pres. advised Wilson on how PR could be used to influence public opinion about the war |
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| purpose was to discover the real impact of movies on children and teens |
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| test which measured conductivity via sweat in peoples hands. the more sweaty, the more conducive, the higher the electrical response measured in micromhos |
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| widespread beliefs that the media were dangerous and that the effects of media about propaganda and the role of newspapers in shaping political events helped to reinforce the attitude of public concern following the payne fund studies |
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| magic bullet/hypodermic needle |
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Definition
| comm of a message in a mass medium, once message reaches the audience, it exerts powerful, relatively uniform effects on everyone who processes it |
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| changing voters from an intention to vote for one candidate to the other |
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| assuring voters that their current intention was worthwhile and correct |
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| idea that media didn't impact people, but, impacted few key people. key ppl then influenced others via face to face comm |
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| limited-effects perspective |
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| spokesman = joe klapper, media had a limited impact on peoples behavior/actions |
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| unstable political system = less ppl w/ single parties, more independents, more ppl splitting tickets @ polls |
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| selective exposure to comm |
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Definition
| people are motivated to expose themselves voluntarily to messages w/ which they already agree |
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| looks @ media as holding or sending info that deserves attention/analysis |
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| each medium has a unique range of expressive potential, grammar choices are critical |
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| medium has characteristics or effects that transcend variations in content and override manipulations of production variables |
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| elaboration likelihood model (ELM) |
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Definition
| there are 2 main routes by which people might be persuaded. |
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| central route to persuasion |
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Definition
| highly rational or cognitive route. more difficult for the would-be persuader to achieve, especially if argument is counter-attitudinal. happens via sales pitches, commercials |
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| peripheral route to persuasion |
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Definition
| certain cues in the message lead people to accept the persuasive proposition with little cognitive thought/scrutiny. happens via movies, music, entertainment |
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Definition
| when ppl watch a movie, their focus is on the movie. what viewers cognitively do with different info in a movie, including brand placement, depends on the implications of the info for comprehending the movie |
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| theory of media cultivation |
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Definition
| cultivation process is gradual and cumulative. ppl tend to think of persuasion in terms of direct response to a single message. |
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| fear of criminal victimization |
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Definition
| ppl overestimate their own chances of being involved in violence/crime |
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| what happens when people of different groups are exposed to the same media |
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| what happens when a person's real life environment strongly resembles the environment depicted in the media |
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| drawing conclusions based upon recent experiences/memories to help make judgment. ultimately it doesn't help. |
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| emphasizes the power of "critical images" to overwhelm the stereotypical ones that appear regularly. ex = Louisville player breaking leg |
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| drip drip drip hypothesis |
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Definition
| media cultivation or effects that emerge after steady, long-term exposure |
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| situations in tv prompt viewers to act in positive ways. ex. hospital has outbreak of flu, viewers go get shots |
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| protection motivation theory |
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Definition
| to the extent that the fear appeals convince an audience of the severity of a threat, their vulnerability to the threat, and their ability to respond to the threat, they will be persuasive |
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Definition
| media advertising contains hidden appeals that penetrate into the unconscious mind of the consumer |
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| effect that can be demonstrated reliably |
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| tendency to think that media influence is stronger for other people than it is for oneself |
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| illusion of personal invulnerability |
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Definition
| students of brainwashing/persuasion tended to think of themselves as people who would never succumb to those pressures |
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Term
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Definition
| process by which a complex org with the aid of one or more machines produces and transmits public messages that are directed at large, heterogeneous, and scattered audiences |
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| uses and gratifications perspective |
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Definition
| designed to lend insight into the ways that people use media to meet their needs. focused on individual motivations. |
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| the feelings and attachments that people have toward media characters |
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| individuals who tend to seek out arousing activities |
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| social desirability response |
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Definition
| people might lie to make themselves look better to researchers |
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| idea that a large quantity of time spent w/ media was serving to displace time that would ordinarily be spent in other important activities |
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| no negative impact from media usage was observed until a hour had been crossed. ex. tv viewing @ 10 hours/week |
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| bits of info we use to make quick decisions |
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