Term
Hypodermic Needle or Magic Bullet Theory
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-Claimed that mass media had a direct, immediate, and powerful effect on its audiences
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-Katz and Lazarsfeld’s research questioned powerful media effects
-Claimed that information flows from the mass comm to opinion leaders who then transmit to less active members of the population
-Led to “Limited Media Effects” era
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Refers to a variety of ways that the mass media influence/affect/change the way audiences think, feel, behave whether intended or not.
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| Social Comparison Theory Assumptions |
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-Human beings engage in continuous self-evaluation.
-Helps to develop self-understanding & consistent behavior.
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–Comparison target superior
–Negatively influences self-esteem
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–Comparison target inferior
–Positively influences self-esteem
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attitudes one can express without running the danger of isolating oneself
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| increasing pressure people feel to conceal their views when they think they are in the minority |
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| sixth sense that tallies up information about what society in general is thinking and feeling |
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| Regardless of your personal opinion, do you think most people…? |
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| Will more or fewer people think this way a year from now? |
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is centrifugal force that accelerates the spiral of silence.
-Draws heavily from conformity research of Solomon Asch
-Asch showed people will ignore plain evidence of their senses and yield to perceived group pressure
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| people’s mistaken idea that everyone thinks like they do |
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-question used to determine whether people are willing to speak out in support of their viewpoint
-Assume you have five hours of train or plane travel ahead of you, and somebody [next to you] begins to talk about abortion. Would you like to talk with this person or would you rather not talk?
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