Exam 2 Flashcards

Question

Selective Retention

Answer 1

People will generally be able to remember information that fits their world views and forget what doesn’t.

Answer 2

Viewers who hold strong views about a contested issue will perceive neutral or balanced media coverage of that issue as biased against their opinions.

Answer 3

Identical, unbiased news clips were shown to pro-Palestinian students and pro-Israeli students. Pro-Palestinian students answered that the news clips contain more anti-Palestinian references and were biased against their view; pro-Israeli students said that the clips included more anti-Israeli references and were biased against their view

Answer 4

Our basic level of interest in actively seeking out information.

Answer 5

Actively seek out information and critically process news.

Answer 6

Passive news consumers and rely on shortcuts to get information.

Answer 7

One's level of political sophistication is a function of knowledge and political ideology. LOOK MORE INTO THIS

Answer 8

The press may not be successful much of the times in telling people what to think, but it is stunningly successful in telling its readers what to think about.

Answer 9

The news media set the public agenda

Answer 10

A process of supplying context and suggesting what an issue is through the use of selection, emphasis, exclusion, and elaboration.

Answer 11

An important motivating factor in an individual's decision to be quiet.

Answer 12

Respondents are asked to imagine that they are on a train ride and are seated with a person who holds a view on some issue that is very different from their own. Then, they are asked to indicate how likely they would be to articulate to their view on the issue to this hypothetical stranger.

Answer 13

Modern day research has documented that suicide rates increase after suicide stories are widely publicized in the press - an effect now named after the character in "The Sorrows of Young Werther"

Answer 14

The importance placed on particular issues.

Answer 15

Repeated news coverage of an issue over time raises the importance of that issue in the public mind. “Transfer of salience” of issues from the news media agenda to the public agenda. The amount of media coverage of issues tells audiences what issues are more/less important.

Answer 16

Agenda-setting is about which issues are the most important in the media and to the public. Framing is about how a story about that issue was told in the media, which can influence audience’s interpretation of the issue.

Answer 17

Walter Lippmann –“Public does not have ability to know all and must rely heavily on mass media.” We rely on media for information about the world because we can’t experience or observe everything directly. We are Cognitive Misers

Answer 18

We consume just enough information to get through our daily life. We conserve cognitive resources whenever possible, So we rely on media to tell us which issues are important.

Answer 19

Unobtrusive Issue | Obtrusive Issue

Answer 20

▪Issues we have little or no personal experience with; far away, complex, large-scale, major implications are in the future (e.g., foreign policy, natural disasters in other parts of the world). ▪Agenda-setting occurs (amount of news coverage increases prior to public assessment of issue importance increasing)

Answer 21

Issues that the public can experience personally, closer to everyday life (e.g., unemployment, taxes, education, crime, weather effects of climate change, etc.) ▪Agenda-setting does NOT occur (audiences already consider those issues important; in other words, the amount of news coverage does not precede importance of the issue to the public).

Answer 22

Content Analysis: count news stories in community’s media outlets to determine frequency of coverage for different issues. Surveys: ask community members, “What are the most important issues facing your community?”

Answer 23

It is difficult to show cause and effect (consider the 3 criteria for causality) ▪Time-order (e.g., for the obtrusive issues, the amount of news coverage does not precede importance of issue to the public). ▪Third-variables (e.g., personal experience and interpersonal communication can influence public opinion, and real-world indicators of the importance of the issue can influence both public opinion and frequent coverage of the issue in the media)

Answer 24

The goal of news is to inform the public, whereas the goal of persuasion is to influence an audience.

Answer 25

Communication that uses rational and/or emotional arguments to change or reinforce attitudes, beliefs, or behaviors. ▪Rational arguments are based on reason or logic. ▪Emotional arguments evoke strong feelings.

Answer 26

It doesn’t force people to change attitudes, beliefs or behaviors, but seeks to change or reinforce through communication.

Answer 27

A description of what an individual assumes to be true or false (“Climate change is occurring”)

Answer 28

General and enduring positive or negative feeling about a person, object, or issue (“Climate change is wrecking the planet”)

Answer 29

The way in which a person acts in response to a particular situation or stimulus (e.g., “I bought a Prius based on my concerns about climate change”).

Answer 30

Response Shaping Response Reinforcing Response Changing

Answer 31

Establishing a new attitudes or behavior (e.g., teaching how to use a new brand or product).

Answer 32

Currently held beliefs or attitudes are strengthened to be more resistant to change.

Answer 33

New attitudes or behaviors replace old ones. ▪This is the most difficult kind of persuasion because we are reluctant to change.

Answer 34

Predicts that there are two main routes by which people are persuaded. Central Route Peripheral Route

Answer 35

▪A highly rational or cognitive route to persuasion ▪They scrutinize the message carefully and assess whether the argument made in the message is strong. - argument quality matters

Answer 36

▪It occurs when people 1) are motivated to process the message 2) pay close attention to the message 3) know a message is trying to persuade them

Answer 37

MORE long-lasting and MORE resistant to change. However, a person’s resistance toward the message is also high. They are more likely to counter argue, or argue against the persuasive message.

Answer 38

▪Persuasion that occurs with less thinking and less scrutiny. ▪They do NOT scrutinize the message carefully but make judgments based on message cues, such as 1) authority, 2) attractiveness, and 3) humor. A person’s natural defenses are low

Answer 39

It occurs when people 1) are NOT motivated to process the message 2) are NOT paying close attention to the message 3) may not realize a message is trying to persuade them.

Answer 40

LESS long-lasting and LESS resistant to change.

Answer 41

Different from the position one holds themselves.

Answer 42

Products appear in movies or TV shows as more or less incidental to the plot. ex. ET and how he was eating Reece's Pieces A practice in which manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured in movies and television programs.

Answer 43

When people watch a movie, their primary focus is on comprehending the story. What viewers cognitively do with different information in a movie - including brand placements - depends on the implications of the information for comprehending the movie.

Answer 44

It is the conscious, intentional recollection of factual information, previous experiences and concepts.

Answer 45

It is acquired and used unconsciously, and can affect thoughts and behaviors.

Answer 46

The process in which heavy viewers come to believe hat the real world is like the TV world

Answer 47

Heavy viewers adopt a particular attitude as a result of their media exposure

Answer 48

Refers to what happens when people of different groups are exposed to the same media

Answer 49

Refers to what happens when a person's real like environment strongly resembles the environment depicted in the media

Answer 50

Media effects that occur as a result of processing a particularly powerful or critical message that is unusual, intense, or highly involving. Effects that occur through the drench process are relatively immediate and easy to document because of the power of the critical image

Answer 51

Media effects as a result of long-term cumulative exposure to similar content. These effects take time and are relatively difficult to document since any change is slow and requires observations through time in order to capture the change dynamic

Answer 52

A communication strategy that aims to reduce a social issue or educate the public through a custom-tailored piece of entertainment.

Answer 53

A type of entertainment education designed to overcome viewer resistance to a particular attitude or behavior. By drawing the viewer into a highly involving plot line, initial resistance to particular attitudes or behaviors is overcome and the viewer is more likely to change.

Answer 54

Two chief components of credibility are expertise and trustworthiness

Answer 55

Has to do with the extend to which people perceive that the source of the message is an expert on the topic that he or she is speaking out

Answer 56

Has to do with the extent to which people find the source of the message to be reliable or truthful.

Answer 57

A theory used to predict the condition under which persuasive messages containing a fear appeal will be effective. The theory holds that if a fear appeal convinces an audience of... 1. The severity of the threat 2. Their vulnerability to the threat 3. Their ability to respond effectively to the threat ...The message will be persuasive

Answer 58

The idea that people are influenced by message feature they can not consciously perceive because they are presented in such a way that they are below the minimum threshold of awareness

Answer 59

A concept usually used in the persuasion context to describe the self-perception that one is not susceptible or vulnerable to the persuasion effects of messages. The concept can also refer more generally to the perception that one is not susceptible to media effects of any sort.

Answer 60

Reciprocity: a small gift from a persuader leads people to reciprocate; e.g., “free mint” can increase tips; a free gift can lead to a purchase. Scarcity: people care more about uniqueness and something that they may lose (e.g., “only 24 hrs”). Authority: people care about someone’s expertise (e.g., uniform, diploma, etc.). Consistency (commitment): people tend to be consistent with their initial commitment; making a small commitment leads to a bigger commitment late (e.g., people who agree to post a small “drive safe” card in their window, were more likely to agree to post a big “drive safe” sign later.) Liking: We’re more likely to be persuaded by someone we like or someone who is similar to use(e.g.,buying products at a Mary Kay party held by a friend). Consensus (social proof): we are persuaded if others have the same attitude or behavior (e.g., “75% of our guests agreed to reuse the towel” can be an effective cue to persuade people to reuse towels).

Answer 61

People believe that the media have a stronger impact on others than on the self.

Answer 62

▪Self-enhancement: people are motivated to think well of themselves and to boost their own self-esteem ▪Illusion of personal invulnerability: people tend to be overconfident about that they can avoid negative sides of the message and they can experience positive sides of the message.

Answer 63

Three variables, 1) “attitude” towards behavior 2) “social pressure” to act, 3) “self-efficacy” (belief in your own ability to complete a task, can influence a person’s behavioral intention and then their behaviors.

Answer 64

ad targeting

Answer 65

Inattention–we, audiences, are already encountering tons of persuasive messages on a daily basis; it’s hard to get our attention

Answer 66

Demographic information - Advertisers match demographics of desired audience to the demographics of particular media. Psychographic information - Psychographic information is collected through online surveys, credit card use, programs you watch on Netflix, things you do on social media.

Answer 67

variables used to categorize people by life characteristics. | age, gender, education level, income, race/ethnicity.

Answer 68

variables used to reflect personality, values, attitudes, and behavior Example: topics you talk about online, political leanings, purchase behavior

Answer 69

When we perceive we are being heavily pressured, we are motivated to regain our freedom. When we see a message that is trying hard to persuade us, we may work to resolve that negative feeling by acting in the opposite way.

Answer 70

we don’t like to feel that our free choice is threatened.

Answer 71

Entertainment Education - By inserting messages regarding a positive social change into entertainment programs, it will be less likely to spark a reactance response because we don’t know we’re being persuaded.

Answer 72

The media choices individuals make are motivated by their desire to gratify their needs

Answer 73

▪Individuals consciously choose media to meet certain needs | ▪Motivations for consuming media are not the same for everyone; they vary among individuals

Answer 74

1. Learning 2. Habit 3. Companionship (Connection to other people, Para-social relationships) 4. Social interaction 5. arousal 6. relaxation 7. escape 8. passing time

Answer 75

The one-sided feelings for and attachments we have to celebrities and fictional characters.

Answer 76

▪It focuses only on the individual ▪It assumes that media use is based on conscious choice. ▪It relies on self-reported descriptions reasons for media use - Social desirability bias--Tendency to answer questions in a way that will be viewed favorably by others.

Answer 77

▪The time that we spend with media is displacing time we would otherwise spend on important activities ▪Displacement hypothesis has implications for individuals and for society

Answer 78

▪Bowling Alone (2001) ▪Losing our social capital(=value we earn from social relationships) ▪Media is replacing important social activities that help our society–voting, volunteering, membership in community groups

Exam 2 Flashcards

(103 cards)