Exam 3 wk 15 Lecture

Question 1

define term selective exposure

Answer 1

• choose content that confirm opinions, attitudes, values
• selective exposure to news
• also applies to general programming

Question 2

define the term selective perception

Answer 2

• interpret media in accordance w/ pre-exisitng opinons, etc.
• media no change beliefs, use beliefs to make sense of msg

Question 3

how did racial attitudes affect the interpretation of the media texts in All in the Family

Answer 3

• show intent to change racial attitudes
• archie –>racist/mike –>not racist
• high prejudice found program more appealing
• low prejudice people thought Mike made more sense

Question 4

how did racial attitudes affect the interpretation of the media texts in Remember the Titans

Answer 4

• looked at relationship between racial attitudes and interpretation of film.
• racist not interpreted film to be about civil rights
• anti-black attitude predicted interpreting the film about overcoming football odds

Question 5

how did racial attitudes affect the interpretation of the media texts in Rosewood

Answer 5

• implicit attitude, may hold without acknowledgement.
• implicit attitude correlated not seeing black characters as being responsible for heroic events.
• motivation to respond without prejudice correlate with seeing blacks as heroic and not being responsible for violence.

Question 6

what are the four explanations for why the news media doesn’t accurately report the extent to which media correlates with aggression

Answer 6

1. vested interest
2. balanced as a bias- both sides of every story
3. fail to distinguish importance of findings
4. disagree w/ relationship (media violence/real world violence)-minority

Question 7

what is the more nuanced approach that brings together the selective exposure and media effects lines of research in communication?

Answer 7

acknowledge the need to move beyond cause/effect

• reinforcing spiral
  
  • attitudes drive media consumption
  • media affects attitudes

Question 8

define media literacy

Answer 8

ability to access, analyze, evaluate, and process media messages. US produces most media, prob. least media literate.

Question 9

why does US have lower levels of media literacy compared to other countries

Answer 9

cuz countries want to point out the Americanization of media content.

Question 10

list and describe the 6 principles of media literacy

Answer 10

1. contribute to construction of realities
2. influenced by industrial pressures
3. influed by political pressures
4. constrained by format
5. tells us about who we are as society
6. audiences are active recipients of the media

Question 11

what is the theoretical term that explains media literacy

Answer 11

innoculation theory

Question 12

what is the innoculation theory

Answer 12

think of flu shot.
get weak persuasion msg so you can refute arguments in future. start weak msg bout shaping body image, more powerful msgs will have less impact later on.

Question 13

what are the 5 media literacy tools

Answer 13

1. consider authorship (who made msg)
2. evaluate the audience (who intended target)
3. determine institutional purpose (why content being sent)
4. analyze the content (values, lifestyles, points of views being represented)
5. identify the creative techniques (what techniques used to get attention)