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| someone repeats a behavior that they see in the media. |
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attitude is effected (political ad sways someone) |
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| changes what we know or think from what we learn from the media. |
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| a change in our body from tv |
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| a person believes that others are more persuaded by the media than we are. this can sway behavior. |
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| What are the four sub-functions for observational learning from media? |
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1. Someone must be exposed to the media and attend to it. 2. must be capable of encoding and remembering the events. 3. must be able to translate the conceptions into actions 4. motivational processes occur for performing the behavior. |
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| examines the way that repeated long run exposure of media gradually shapes our views of the world. |
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| convergence of people's reality into a convergent mainstream |
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| what are criticisms of cultivation theory? |
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- people's sociodemographic and personalitys tend to reduce of eliminate cultivation effects. - concerns about response biases and measuring instruments |
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| What do socialization theories stress? |
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| prolonged exposure to media comes to teach us about the world and our role in it. |
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| Who does the socialization theory effect the most? |
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| those who watch the most tv and have few info alternatives and little real world experience |
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| what has the socialization theory been criticized for? |
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| for needing more specificity and serious consideration for historical trends. |
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| uses & gratification theory |
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emphazies the active role of audiences what do you do to the media |
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| what do the experience and effects of media depend on? |
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| depends on the uses one is putting those media to and the gratification one is receiving from them. |
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what are the four things the uses and gratifications theory depends on? |
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-surveillance -personal identity -personal relationships -enterntainment |
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info is processed by the individual according to schemas |
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how you think based on life experiences |
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type of schema theory that suggests our ability to incode is limited |
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fit into already present categories ex. see a pic of Obama, we put this pic in already open obama file. |
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| elaboration liklihood model |
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two ways of persuasion: 1. central - based on fact 2. periphereal - based on emotion |
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media reports of polls create a climate of opinion that favors majority view. |
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| diffusions of innovators model |
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innovators early adopters early majority late majority laggards |
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| people with extreme views see middle of the road views in media as biased. |
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TV may have direct effects that other mediums do not have. especially true in advertising |
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| how many commerical tv stations are there? |
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| Direct effects (learning) theory |
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stimulus --> reaction There is an immediate effect |
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| transmission models of communication |
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what says what to whom in what channel to what effect S --> M--> C --> R model |
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| mathematical model of communication |
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| info source -> transmitter ->noise source --> receiver --> desitnation--->feedback--->info source |
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| conditional effects model |
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| media has an effect but only under certain conditions |
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| What are the three reasons for limited effects of TV? |
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- limited exposure -limited attention -limited perception |
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media is most likely to ------- existing opinions |
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the medium is the message -- based on characteristics of each message. |
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hot medium (linear) i.e. print, radio, film high data transmission with low involvement |
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cool medium (non-linear) i.e. TV low amount of data transmission with high involvment |
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| What is media dependency influenced by? |
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-the monitoring and centrality of media functions - social stability |
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