4: Theories and Models of MIL

Question 1

Who formulated the two-step flow model of communication?

Answer 1

Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet

Question 2

States that interpersonal connection has a considerably greater influence on public opinion than mass media outlets.

Answer 2

Two-step Flow Model of Communication

Question 3

Describes media as the primary source of information. However, the mass’ perspective and the spread of these information is lead by opinion leaders

Answer 3

Two-step Flow Model of Communication

Question 4

Described as the decision-makers who are considered to be people of expertise and influence.

Answer 4

Opinion Leaders

Question 5

Manipulators of information that have the ability to bend the information released by the media

Answer 5

Opinion Leaders

Question 6

Who proposed the Information Integration Theory?

Answer 6

Norman H. Anderson

Question 7

Primarily concerned with how an individual integrates information depending of various factors and stimuli

Answer 7

Information Integration Theory (IIT)

Question 8

3 factors to consider in IIT

Answer 8

Existing beliefs
New reaction
Weight or importance (of new information)

Question 9

Explores how attitudes, behaviors, and/or beliefs are changed and conformed by the integration of new information with the existing knowledge of a person

Answer 9

Information Integration Theory

Question 10

The evaluation of whether the new information is favorable or not

Answer 10

Value(s)

Question 11

The perceived importance of the information

Answer 11

Weight

Question 12

Who suggested the conversational maxims that served as the outline for the Information Manipulation Theory?

Answer 12

Paul Grice

Question 13

Theory providing the conversational maxims in IMT

Answer 13

Theory of Conversational Implicature

Question 14

4 conversational maxims

Answer 14

Quantity - informative contribution
Quality - information contributed must be factual
Manner - be clear
Relation - relevancy of contributed information

Question 15

Theory that states how people “manipulate” or play with information during discourse

Answer 15

Information Manipulation Theory

Question 16

States that the spread of false message works by the violation of conversational structure in attempts to distort information

Answer 16

Information Manipulation Theory

Question 17

Who proposed the Information Manipulation Theory?

Answer 17

Steven McCornack

Question 18

Statements intended to be accurate

Answer 18

Truth

Question 19

Fabricated incorrect facts

Answer 19

Falsification

Question 20

Unintended release of accurate information

Answer 20

Unintentional Reveal

Question 21

Unintended inaccuracy

Answer 21

Misinformation

Question 22

Who proposed the Medium Theory?

Answer 22

Herbert Marshall McLuhan

Question 23

Father of Media

Answer 23

Herbert Marshall McLuhan

Question 24

Described as the return to a more universal form of communication

Answer 24

Medium Theory

Question 25

Theory stating that the medium is the message

Answer 25

Medium Theory

Question 26

The nature of the medium that was being used was more important and impactful than the actual content of the message itself

Answer 26

Medium Theory

Question 27

Other term for Media Dependency Theory

Answer 27

Media Systems Dependency Theory

Question 28

Who proposed the Media Dependency Theory?

Answer 28

Sandra Ball-Rokeach and Melvin DeFleur.

Question 29

Systematic and scientific approach to the study of the effects of mass media

Answer 29

Media Dependency Theory

Question 30

States: The individual tends to develop dependency on the media to satisfy their needs

Answer 30

Media Dependency Theory

Question 31

The more dependent a person is to media, the more important and influential media becomes to that person

Answer 31

Media Dependency Theory

Question 32

3 degrees of dependence in media

Answer 32

Social Stability Active Audience Individual

Question 33

3 types of effects in Media Dependency Theory

Answer 33

Cognitive Effects - beliefs, values, etc. Affective Effects - emotions Behavioral Effects - behavior, actions

Question 34

Theory discussing how people use media to satisfy their own needs

Answer 34

User and Gratification Theory

Question 35

Argues what people do with media, rather than what media does to peopl

Answer 35

User and Gratification Theory

Question 36

5 need and gratification of humans

Answer 36

``` Cognitive Needs Affective Need Personal Integrative Needs Social Integrative Needs Tension Free Needs ```

Question 37

Need to acquire information through media

Answer 37

Cognitive Needs

Question 38

To purposely influence their moods and emotions

Answer 38

Affective Needs

Question 39

To boost/satisfy self-esteem and reassure stability and status in society

Answer 39

Personal Integrative Needs

Question 40

Need to socialize and build relationships

Answer 40

Social Integrative Needs

Question 41

Need for escapism and stress relief

Answer 41

Tension Free Needs

Question 42

Who developed the New Media Theory?

Answer 42

Mark Poster

Question 43

Derived from the medium theory stating that the internet can transform society with the transition from broadcast communication (one-way) to network communication (interactive)

Answer 43

New Media Theory

Question 44

Studies the implication of digital technology and relevance of digital culture

Answer 44

New Media Theory

Question 45

Explains how mass communication affects society

Answer 45

New Media Theory

Question 46

Collection of objects connected to each other

Answer 46

Network

Question 47

Individual actors in a network performing functions to create, receive, and transmit

Answer 47

Nodes

Question 48

Relationships or direct links between the individual components in a network

Answer 48

Edges (Ties)

Question 49

Study of the way elements in a network interact and connect with each other

Answer 49

Network Theory

Question 50

Described how much the various nodes are interconnected with each other

Answer 50

Clustering Co-efficient

Question 51

2 types of clustering

Answer 51

Unclustered Network - no interconnection of links | Clustered Network - multiple interconnected nodes

Question 52

Follows reporting relationship inside a network

Answer 52

Formal Communication

Question 53

2 types of formal communication

Answer 53

Upward Communication | Downward Communication

Question 54

Direct communication between two nodes

Answer 54

Dyads

Question 55

Communication among 3 objects

Answer 55

Triad

Question 56

Communication within a group/organization sharing a commonality

Answer 56

Subgroups

Question 57

Communicational in the largest scale (international; multi-stakeholders)

Answer 57

Global Network

Question 58

Multiple functions that the same links within a network can fulfill

Answer 58

Multiplexity

Question 59

2 concepts of centrality

Answer 59

Centralized - a single object/group has control | Decentralized - no single entity has the control