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Comm 102 > EXAM 3 > Flashcards

EXAM 3 Flashcards

(73 cards)

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1
Q

Micro Effects

A

individuals

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2
Q

Macro Effects

A

political system, institutions, society

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3
Q

Periodic Effects

A

elections

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4
Q

Continuous Effects

A

media scrutiny of politicians

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5
Q

Interest in Political Communication increased after 1970

A
  1. Voting behaviors became unpredictable
  2. Increased concern for TV negative effects
  3. European studies received attention and stimulated
    additional research
  4. Emphasis on cognitive dimensions expanded research focus
  5. Interest in negative political advertising/campaigning;
    decreased voter turnout
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6
Q

Ideal Functional Goals of mass media in a democracy

A
  1. Surveillance of events that impinge on citizen welfare
  2. Identify issues – origins and resolution options
  3. Provide advocacy platform for spokespersons 4. Transmit diverse content among and between politicians and
    public
  4. Scrutinize government for accountability
  5. Provide information so citizens become active participants
    not spectators
  6. Resistance to subversion of media autonomy
  7. Respectful consideration of audience as thoughtful,
    concerned citizens
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7
Q

Actual shortfalls of mass media

A
  1. Profit-dominated entity
  2. Covers pseudo events to entertain and attract audiences
  3. Covers events rather than issues
  4. Issues addressed from viewpoint of news network’s
    institutional agenda
  5. Dramatization of coverage
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8
Q

Political advertising

A

presents particular candidate images,

information about key issues, sometimes influencing voting

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9
Q

Framing

A

abstract notions that media use to present news in

particular way, often using metaphors or catchphrases

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10
Q

Normalization

A

issues can be solved within existing system

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11
Q

Micro Level Political Communication Effects

A
  1. Formation and change of opinion
  2. Cognitive effects
  3. Individual perceptions of political system
  4. Political (voting) behavior
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12
Q

Formation and change of opinion

A

Early voting studies found media had limited impact on
audience opinions
Later studies indicated political media messages produced
stronger effects than previously thought
Several studies have used persuasion models (ELM, reasoned
action) as basis for understanding political effects

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13
Q

Cognitive Effects

A

Agenda Setting
Priming
Knowledge Gain
Framing and Interpretation

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14
Q

Framing and interpretation

A

journalistic framing and tone
of story presentation affects message interpretation by
audience

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15
Q

Priming

A

exposure to message activates related thoughts

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16
Q

Knowledge gain

A

audience learns although not persuaded

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17
Q

Voter Perceptions

A

Are voters motivated by self-interest or broader concerns?
TV coverage may give perception that individuals are
responsible for social problems
Episodic vs. thematic framing
Spiral of silence – those who don’t agree with majority view
afraid to speak up

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18
Q

Political Behavior

A

Voting is a complex behavior influenced by many factors
Political advertisements have proven effective
People remember negative ads more than positive ads
Failure to respond to negative ads can be disastrous

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19
Q

Negative Ads Effective when

A
  1. perceived as fair

2. focus on important issues

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20
Q

Descriptive Macro Studies

A

Only small number of citizens are politically active and
informed
High cost of political advertising forces brevity and misplaces
emphasis from comprehensive discussion of issues to superficial factors such as appearance/image
Discussion networks affect civic participation

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21
Q

Macro Level Effects on Policy Making

A

Investigative reporting contributes to civic reforms Local media publicity needed to support costly civic projects
Publicity helps lawmakers achieve goals/raise money

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22
Q

Gregen’s notion of monadic clusters

A 
Mobile communication (strong ties)-------> Small, likeminded enclaves------> Political detachment or
Dialogic disruption
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23
Q

Individual characteristics of factors that influence media effects

A

higher education level

informed people are less likely to be affected by agenda setting

political partisanship

personal skepticism of media affects ability to learn from news

interest in political communications

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24
Q

Information Processing

A

Level 1 Skimming

Level 2 Reading

Level 3 Reading and discussion

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25
Agenda Setting
A type of communication effect showing a strong link between importance placed on issues by news media and importance of issues to public News media set public agenda but causal direction between news media and public difficult to establish in a compelling way Public opinion measured before and after media coverage of issues Election campaigns suitable for study and popular among researchers
26
Gatekeeping
time and space restraints restrict information flow control over flow of news information by media professionals
27
Attribute Agenda Setting
press coverage of certain | issue attributes influences voters
28
Framing
viewpoints, sources used, and word choices invite people to think about an issue in a particular way
29
Walter Lippmann
columnist, social commentator
30
Pseudo-Enviornment
news is merely a reflection of reality and therefore can be distorted
31
The Cognitive Paradigm
1960-70s researchers rejected persuasion paradigm to explain agenda-setting effects Three factors influence each other bidirectionally
32
The 3 Factors of the cognitive paradigm
1. A person’s behavior 2. A person’s cognitive abilities 3. Environmental events
33
Chapel Hill Study
???
34
Agenda Setting research
Phase 1: Initial Study Chapel Hill Study (1972), McCombs & Shaw Phase 2: Replication Charlotte Voter Study (1977), Shaw & McCombs Laboratory Study (1982), Iyengar, Peters, & Kinder Phase 3: Contingent Factors 1976 Candidate Study (1981), Weaver, Graber, McCombs, & Eyal Phase 4: Who Sets the Media Agenda? Media Agenda Sources (1991), Shoemaker & Reese
35
1976 Candidate Study (1981)
Examined dynamics of voters’ perceptions of candidates and news media portrayals Contingent factors affect agenda-setting process Occupation Education Geographic location
36
Charlotte Voter Study (1977)
Voters with greater orientation needs or who used mass media more often were more likely to have agendas matching media agenda
37
Laboratory Study (1982)
Research participants who viewed stories about weak US defense capabilities rated issue more important
38
Media Agenda Sources (1991)
``` Many influences on daily media agenda Sociological factors related to news organization and outside agencies Ideological factors Reporter and editor individuality Media work routine ```
39
Key sources of media routines
Audience Media Organization external Sources
40
Audience Routines
 Institutional news values  Defensive routines - “objectivity”  The structure of the story and audience appeal – the story-telling approach
41
Media Organization
The “news net” Pre-defined “angles” Scripts Reliance on other media Reliance on wire services
42
the news net
“Beat” system of local newspapers Deadlines Planned events
43
External Sources
Routine channels Informal channels Enterprise channels Source bureaucracy
44
Frames of reference
a person’s perceptions of the world
45
Prospect theory
depends on point of reference of info given
46
Psychological roots of framing theory
micro-level studies of | individuals
47
Sociological roots of framing theory
macro-level studies of society
48
Attribution theory
people simplify their perceptions of social | reality by making judgments about what causes others to act
49
Frame analysus
rely on socially shared meanings to | categorize info into “schemas” or primary frameworks
50
Effects of Framing
Frames invite people to think about things in a certain way Both accessibility and applicability are important processes in framing
51
Frame building
how frames are constructed by news professionals
52
frame setting
examines effects on audiences | from news frames
53
Types of Frames
Gains versus losses Episodic (specific event) versus thematic (reported within general context) Strategy versus issue Human interest Conflict Economic consequences Typing limits research and ignores cultural “master frames”
54
Cultivation theory
over time, heavy television | viewers develop world views similar to what is seen on television (mean world syndrome)
55
Institutional process analysis
how messages are | made, managed, and distributed
56
Message system analysi
the way images are | portrayed in media content
57
Two research methods for cultivation research
1. Content analysis of TV programs | 2. Survey methods to evaluate viewer perceptions
58
Examples of how TV distorts reality
Young, energetic, appealing characters Older people rare and often portray sick or dying characters Violent crime involves more than half of all characters – in reality less than 1%
59
Mainstreaming
a dominant set of attitudes and values is repetitively presented on TV
60
Resonance
some real-world events support | distorted image and reinforce cultivation effect
61
Cognitive Paradigm
viewers learn from watching | television then construct an outlook on real world from what was learned
62
Availability heuristic
cognitive shortcuts accessible to heavy viewers enable quick responses about social reality that access portrayals on television
63
Mental Models approach
focuses on how people construct thoughts about things Malleable Considers interaction of memories, reasoning, experiences Television stories are situation models that can be used to interpret new situations
64
Heavy television viewers:
Romanticized and were more accepting of single-parent families and unwed mothers Believed luxury items were more easily available Are less likely to have knowledge of environmental issues
65
Children who are heavy television viewers:
Hold erroneous and unhealthy views of nutrition Exhibit earlier onset of smoking Have greater acceptance of gender/sexual stereotypes Have negative perceptions of mentally ill
66
Heavy television news viewing leads to
overestimation of juvenile crime problems
67
Heavy crime drama viewing leads to
concern for crime in society
68
Longitudinal study found players of a video game likely | to
overestimate real-world tendencies to armed robbery
69
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70
Reasons given for fright appeal
* Catharsis * Identification or “vicarious experience” * Noxious experience * Religious experience * Gender socialization
71
Catharsis
when audience members witness graphic violence on the screen or read about it in books, they purge or rid themselves of their own violent tendencies or inclinations
72
identification/vicarious experience
Viewers get sadistic pleasure by identifying with monsters and killers.
73
noxious experience
Viewers can enjoy the relief they feel when the scary media experience is over. One researcher compares to the sudden end to a bad toothache.

Comm 102 (4 decks)

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