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| Magic Bullet/Hypodermic Needle |
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Definition
once the message reaches the audience, it will exert powerful, realtively uniform effects on everyone who processes it
ex. People's Choice, media has limited effect |
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Definition
| ideas flow from mass media -> opinion leaders -> to a wider population (followers) |
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| tendency to think that media influence is stronger for other people than it is for oneself |
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| Uses & Gratifications Theory |
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Definition
| expectation of reward/ effort required |
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Definition
| people have a limited amount of time in their daily routines that can be allocated to different activities |
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to cleanse, purge, get rid of
violent tv coudl be therapuetic for a person filled with anger/frustration |
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| Social Cognitive/Social Learning Theory |
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Definition
| tv viewing might cause people to act in particular ways, emphasis on importance of punishment & reward |
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Term
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Definition
| one thing that you think about reminds you of other things in your mind that you associate with the first thing |
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| theory of perception, the media makes us see the world differently or media shapes our view of the world |
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Definition
| makes us numb to violence in real life so that we dont react to it as we would if we had never seen it on screen |
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Term
| Excitation Transfer Theory |
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Definition
| residual arousal from an initial stimulus intensifies second stimulus |
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Definition
| acknowledges that differences in childrens cognitive development mediates how content will impact them |
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| "press doesn't tell people what to think, but what to think about" news media sets public agenda |
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| the central organizing idea for news content that supplies a context and suggests what the issue is throught the use of selection, emphasis, exclusion, & elaboration |
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Definition
| people don't speak up when their opinion differes from the majority |
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Term
| Elaboration Likelihood Model |
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Definition
| model of how attitudes are formed and changed, 2 routes (central & peripheral) |
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Term
| Entertainment Eduacation Model |
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Definition
planned integration of information within entertainment programming
ex. friends & planned parenthood when Rachel has unplanned pregnancy |
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Definition
| acceptance, rejection, noncommittment, ego involvement |
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Definition
(Elaboration Likelihood Model)
highly rational/cognitive route to persuasion
people scrutinize the message carefully and tend to think up many counter arguements that the persuader must defeat to be successful
likely if people know that the message they will here is counter-attitudinal (differs from the position they hold) |
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Definition
(Elaboration Likelihood Model)
persuasion that takes plae with less careful scrutiny
certain cues in the message lead people to accept the persuasive proposition with little cognitive thought
very quick decision making |
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Term
| Theory of Media Cultivation |
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Definition
| heavy tv viewer believes the world to be a more violent place and also believe that they are more likely to be involved in violence |
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Term
| Hovlands Attitude Change Experiments |
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Definition
source credibility:
-expertise- the extent to which people perceive the source of the message is a real expert
-trustworthiness- the extent to which people find the source of the message to be reliable/truthful |
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Term
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Definition
1. Simplicity/Repetition- messages are simple and to the point, repition has limits..after hearing a message three times the consumer becomes bored
2. Fear Appeals- Protection Motivation Theory
3. Humor Appeals- people are laughing and not thinking critically and feel sentiment |
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Term
| Protection Motivation Theory |
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Definition
| the extend that fear appeals convince an audience depends on the severity of a threat, their vulnerability to the threat, and their ability to respond effectively to the threat |
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Term
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Definition
| a particular kind of role schema that organizes peoples expectations about other people who fall into certain social categories |
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Term
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Definition
| expectations, help organize thoughts |
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Term
| Why are stereotypes harmful? |
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Definition
| it may function to reinforce a status quo and unfairly restrict the diversity of social roles individuals might hold |
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Term
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Definition
gender/sex role
body image
ethnic |
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Term
| What theory explains how media depictions of stereotypes impact us? |
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Definition
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Term
| How is Cultivation Theory tested? |
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Definition
Message system analysis- analysis of TVs system of messages
survey of audience beliefs and perceptions |
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Term
| What has research told us about the medias depiction and support of gender and gender role stereotypes? (Frequency) |
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Definition
TV is dominated by men
twice as many men as women on tv
men are 4-5x more likely to be voice over announcers |
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Term
| What has research told us about the medias depiction and support of gender and gender role stereotypes? (Effects) |
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Definition
| chlidren have stereotypical attitudes |
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Term
| What has research told us about the medias depiction of body image stereotypes? |
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Definition
| Women are more likely to be below avg in weight, the more women weight the more likely that other charaters make negative comments to her |
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Term
| Why are body image stereotypes potentially harmful? |
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Definition
| media might have some role in creating body dissatisfaction or body image disturbance amoung females-> natural tendancy to engage in social comparison |
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Term
| Diffusion of Innovations Theory |
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Definition
| explores how innvoations are spread thru history |
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Term
| What are the stages of the decision making process? |
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Definition
Knowledge/Awareness thru mass media
Persuaion
Adoption/Rejection
Implemation
Confirmation/Rejection |
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Term
| What shapes the adoption of an innovation? |
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Definition
1. Characteristics of the innovation
2. Decision Making Process
3. Individual/Personality Characteristics
4. Consequences of Adoption
5. Communication Channel |
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Term
| The Carnegie Mellon Study |
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Definition
longitudinal design
findings: show that internet users tended to report greater levels of depression and feelings of loneliness than they did before the study began
-activity displacement effect, weak social ties |
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Term
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Definition
The medium is the message
Cool & Hot Media- cool media allow high level of participation and involvement (TV) hot media have high info definition and ususally emphasize one sense over others (newspaper,radio)
Global village- the instantaneous communication unifies the world into a massive, modern day, tribal community |
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