ICS semester 1 final

Question 1

Cutting through the clutter

Answer 1

The way we cognitively process only a few messages per day from the thousands we receive.

Question 2

Attitude

Answer 2

evaluative response (positive or negative) to a stimulus

Question 3

Hybrid advertising

Answer 3

a strategy that combines different types of advertising approaches or channels to create a more comprehensive and effective marketing campaign

Question 4

Parasocial interaction theory

Answer 4

the one-sided, quasi-social relationships that viewers can develop with media figures, such as celebrities, TV characters, or social media personalities.

Question 5

Affiliate advertising

Answer 5

the process by which an affiliate earns a commission for marketing another person’s or company’s products. For example, YouTube sponsorships

Question 6

Source credibility theory (also known as credibility theory)

Answer 6

Refers to how the perceived credibility of the source impacts the acceptance, belief and effectiveness of a message.

Main aspects are:
Trustworthiness
Expertise
Perceived intent

Question 7

Social influence theory

Answer 7

examines the ways in which individuals are influenced by the attitudes, beliefs, and behaviours of others within a social group or society.

Question 8

Key concepts related to social influence theory

Answer 8

1. Conformity: Conformity is the tendency of individuals to adjust their beliefs, attitudes, or behaviours to align with those of a group or majority, even if it goes against their personal beliefs.
2. Compliance: Compliance involves individuals conforming to a request or directive from another person, often due to social pressure or the desire to gain approval or avoid disapproval.
3. Obedience: Obedience is the act of following orders or instructions from an authority figure, even if these orders conflict with personal values or ethics. The famous Milgram experiment is a classic example of obedience to authority (the electro-shock experiment)
4. Social Norms: Social norms are the unwritten rules and expectations that guide appropriate behaviour within a society or group. Adherence to social norms is a form of social influence.
5. Groupthink: Groupthink is a phenomenon in which group members prioritise consensus and harmony over critical thinking, often leading to poor decision-making.

Question 8

Social Learning Theory

Answer 8

Social learning theory, developed by psychologist Albert Bandura, focuses on how individuals acquire new behaviours and skills through observing and imitating the actions of others in their social environment.

Question 9

Key components of social learning theory include:

Answer 9

1. Observational Learning: Observational learning involves individuals learning by watching and imitating the actions, behaviours, and consequences experienced by others. This is often referred to as modelling or vicarious learning.
2. Reinforcement and Punishment
3. Self-efficacy. High self-efficacy encourages individuals to engage in behaviours they believe they can successfully perform
4. Reciprocal Determinism: Social learning theory acknowledges the dynamic interplay between personal factors, environmental influences, and behaviour. It suggests that individual behaviour and the environment continually influence each other.

Question 10

Catharsis theory

Answer 10

the idea that viewing violence is sufficient to purge or at least satisfy a person’s aggressive drive and therefore reduce the likelihood of aggressive behaviour

Question 10

Persuasive communication

Answer 10

Information that is aimed at influencing receivers’ views, beliefs and action using media such as text, audio and visuals.

Question 11

Imitative (social) learning:

Answer 11

Motivation => Presence of cues => performance of behaviour => positive reinforcement.

Question 12

Modelling

Answer 12

the process through which individuals learn new behaviors, skills, or attitudes by observing and imitating the actions of others

Question 13

Inhibitory effects

Answer 13

Seeing a behaviour being punished reduces the likelihood of us making that behaviour

Question 13

Vicarious reinforcement

Answer 13

is seeing other people be rewarded or punished for certain behaviours and from those reinforcement contingencies adapting our behaviour.

Question 14

Disinhibitory effects

Answer 14

Media depicting reward for prohibited behaviour is sufficient enough to encourage that behaviour

Question 15

Aggressive cues

Answer 15

Is the way how media portrayed violence is always in some kind of context and that context provides us cues, telling us when and against whom is violence acceptable

Question 16

Priming effect

Answer 16

Priming effects refer to the phenomenon where exposure to a stimulus or information influences a person’s subsequent thoughts, perceptions, or behaviours related to that stimulus or related concepts.

Best example of priming is the sexualisation of women in advertisements.

Question 17

Desensitisation

Answer 17

the mitigation or reduction of anxious physiological arousal in response to depictions of violence, both mediated and real-world, as the result of habitual consumption of mediated violence.

Question 17

Cognitive-neoassociationistic perspective

Answer 17

This model suggests that emotions are linked to specific cognitive and environmental cues through associative networks. It posits that certain stimuli become associated with specific emotional responses through experience

The Cognitive-Neoassociationistic perspective also integrates elements of social learning theory, emphasizing that individuals can learn emotional and cognitive responses by observing others in social situations.

Question 18

Media contextual variables

Answer 18

1. Reward/punishment
2. Consequences (inhibitory or disinhibitory effects)
3. Motive
4. Realism
5. Humour
6. Identification with media characters
7. Arousal, arousal can increase attention and emotional appeal, thus resulting in more modelling.

Question 19

Active theory of television viewing

Answer 19

Viewers actively and consciously work to understand television content.

Question 20

active-audience theories

Answer 20

argues that average audience members can routinely resist the influence of media content and make it serve their own purposes.

Question 21

downward spiral model of media influence

Answer 21

Posits that individuals tend to seek media content that is consonant with their character, thus reinforcing certain character features such as aggression.

Question 22

Developmental perspective

Answer 22

Provides an age related perspective on media affects. It claims that children are cognitively developing and are affected by media differently according to their age

Question 23

similarity identification

Answer 23

the observer identifies with a character because they share some salient characteristic

Question 24

wishful identification

Answer 24

Here the observer “desires to emulate the character, either in general terms (as a role model for future action or identity development) or in specific terms (extending responses beyond the viewing situation or imitating a particular behaviour).”

Question 25

Cultivation theory

Answer 25

Repeating messages on TV cultivates our worldview and constructs a new perceived reality that does not necessarily reflect actual reality.

Question 26

Cultivation effects

Answer 26

1. First-order - probabilities of something happening 2. Second-order - stereotypes and behaviours cultivated based on those probabilities.

Question 27

Gerbner’ 3 Bs of television

Answer 27

1. TV blurs traditional distinctions of people’s views of their world. 2. TV blends their realities into cultural mainstream 3. TV bends that mainstream to the institutional interests of television and its sponsors.

Question 28

Resonance

Answer 28

When the TV world resembles your everyday environment and reality it results in stronger cultivation effects.

Question 29

Super Peer Theory

Answer 29

Claim that children and adolescents mimic the behaviour of those individuals whom they most want to be like. Media figures can replace those individuals and be role models

Question 30

Theory of Mind (ToM)

Answer 30

It refers to the ability to understand that others have thoughts, beliefs, desires, intentions, and perspectives that may be different from one's own. In other words, it's the capacity to attribute mental states to oneself and others.

Question 31

scope of self model

Answer 31

asserts that adolescents who have heavier media diets, television in particular, are exposed to only a narrow slice of the vast diversity in real-world human existence

Question 32

Self-complexity

Answer 32

seeing oneself as having different self-concepts across different situations.

Question 33

Script theory

Answer 33

It's a cognitive framework for understanding how people have mental representations, or "scripts," for specific situations and how they use these scripts to guide their behaviour and make predictions about what will happen next.

Question 34

Objectification theory

Answer 34

Internalise an observer’s perspective and treat oneself as an object to be looked at and evaluated for one’s appearance.

Question 35

Early window

Answer 35

The way ​​that media allows children to see the world well before they are developmentally capable of competently interacting with it.

Question 36

Kinderculture

Answer 36

The corporate construction of childhood.

Question 37

The brain drain hypothesis

Answer 37

the mere presence of one’s own smartphone may occupy limited-capacity cognitive resources

Question 38

nomophobia

Answer 38

is used to describe a psychological condition when people have a fear of being detached from mobile phone connectivity.

Question 39

Social capital

Answer 39

the networks of relationships among people who live and work in a particular society, enabling that society to function effectively

Question 40

Self-disclosure

Answer 40

the purposeful and voluntary sharing of personal history, attitudes, feelings, values, secrets

Question 41

Self-fulfilling prophecy

Answer 41

expectation or belief held by one person about another influences the behavior of the other person in such a way that it causes the initial expectation to come true. In other words, a person's beliefs or expectations can lead them to behave in a manner that elicits responses from others consistent with those beliefs or expectations.

Question 42

idealised virtual identity hypothesis

Answer 42

Posits the tendency for creators of social network site profiles to display idealised characteristics that do not reflect their actual personalities.

Question 43

extended real-life hypothesis

Answer 43

predicts that people use OSNs (online social networking) to communicate their real personality

Question 44

social comparison theory

Answer 44

is the idea that people, in order to satisfy their need to evaluate their own opinions and abilities and to reduce uncertainties they may have about themselves, make “comparative judgments of social stimuli on particular content dimensions

Question 45

Media literacy

Answer 45

understanding the sources and technologies of communication, the codes that are used, the messages that are produced, and the selection, interpretation, and impact of those messages

Question 46

We interact with media in 4 ways:

Answer 46

1. The cognitive domain, which refers to mental processes and thinking 2. The emotional domain is the dimension of feeling 3. The aesthetic domain is the ability to enjoy, understand, and appreciate media content from an artistic point of view 4. The moral domain refers to the ability to infer the values underlying the messages.

Question 47

Empowered child model of television effects

Answer 47

Children eventually become competent, self-aware users of television.

Question 48

affective forecasting error

Answer 48

people feel more depressed when they expected more from social media, but that expectation was not met

Question 49

Uses and gratification theory

Answer 49

is an approach to understanding why and how people actively seek out specific media to satisfy specific needs.

Question 50

Several meanings of activity:

Answer 50

1. Utility: put media to your own use 2. Intentionality: media use because of prior motivations 3. Selectivity: existing interests and preferences 4. Imperviousness of influence: people avoid certain types of influence.

Question 51

Alan Rubin's typology of needs for television viewing (1980s)

Answer 51

1. Passing time 2. Companionship - feeling companionship with media characters. 3. Escape 4. Enjoyment 5. Social interaction - it gives something to talk about later with other people. 6. Relaxation 7. Excitement 8. Information

Question 52

Hedonic motivation

Answer 52

people often consume media, simply aiming to maximise pleasure and minimise pain, rather than for anything else.

Question 53

Eudaimonic motivation

Answer 53

when people choose content for personal insight, self-reflection and contemplation.

Question 54

Mood management theory

Answer 54

Argues that a predominant motivation for using entertainment is to moderate or control our moods.

Question 55

Selective exposure self and affect management model (SESAM)

Answer 55

Argues that media users select messages to manage and regulate their self-concept along with affective and cognitive states and behaviours via social comparison.

Question 56

SESAM suggests that people often engage in social comparisons with people featured in mediated communication for reasons of:

Answer 56

1. self-consistency for looking at people with the same views 2. for self-improvement, getting inspired by upward comparison. 3. for self-enhancement by feeling better about oneself through downward comparison.

Question 57

Temporarily expanding the boundaries of the self perspective

Answer 57

Since we can never achieve total agency, total autonomy, and total social affiliation because we’re busy achieving what we can as we negotiate everyday life, we jump to the media to temporarily expand our daily life.

Question 58

Reception studies

Answer 58

Relates how media content is produced and interpreted

Question 59

Encoding

Answer 59

social and political context in which messages are produced

Question 60

Decoding

Answer 60

The consumption of media content and its interpretation.

Question 61

Polysemic messages

Answer 61

Can be interpreted in several ways. Most messages are indeed polysemic

Question 62

Preferred or dominant reading

Answer 62

A single dominant understanding of a message as intended by the sender.

Question 63

Negotiated meaning

Answer 63

Differing interpretation from the one intended by the preferred reading

Question 64

Oppositional decoding

Answer 64

When the interpretation of a message is completely opposite of the preferred reading.

Question 65

Entertainment theory

Answer 65

seeks to understand what entertaining media content does to and for people

Question 66

Commodification

Answer 66

the transformation of things such as goods, services, ideas, nature, personal information, people or animals into objects of trade or commodities It is the process of converting human, social or culture value into market value.

Question 67

Sportswashing

Answer 67

Using sport to create a positive reputation and draw attention away from poor human rights records, corruption, scandals...

Question 68

commodification of culture

Answer 68

the study of what happens when culture is mass produced and distributed in direct competition with locally based cultures. It is the act of selling culture as a product.

Question 69

Decontextualise

Answer 69

Strip away local culture context

Question 70

Objectify and Simplify

Answer 70

transform complex ambiguous aspects of culture into things that are easily interpreted and experienced

Question 71

Recontextualize

Answer 71

create mass culture context for items => genres of programming The best example of recontextualisation is Hollywood. Most movies obey certain narratives and rules.

Question 72

Mediatisation

Answer 72

It refers to the process by which media become increasingly integrated into various aspects of society, influencing and shaping not only communication but also social, cultural, and political structures

Question 73

two perspectives of mediatisation:

Answer 73

1. Institutional, when institutions adjust to the logic of the media institution. All or most societal institutions are to a certain degree exposed to media pressures. 2. Social constructivist - how media affect daily social practices.

Question 74

Deep mediatization

Answer 74

is ‘an advanced stage of the process in which all elements of our social world are intricately related to digital media and their underlying infrastructures.

Question 75

Narrative persuasion theory

Answer 75

the impact of narratives on the attitudes, beliefs and behaviours of individuals exposed to them

Question 76

Transportation

Answer 76

is “a convergent process, where all the person’s mental systems and capacities become focused on the events in the narrative”

Question 77

Identification

Answer 77

An imaginative process through which an audience member assumes the identity, goals, and perspective of a character Identification, then, involves a cognitive response (perceived similarity) and an emotional response (empathy)

Question 78

Entertainment-education (EE)

Answer 78

occurs when prosocial messages are embedded in popular media content, either with the specific intent of influencing attitudes or behaviour or simply as a dramatic device, but one that serves incidentally to promote a prosocial end

Question 79

Entertainment overcoming resistance model (EORM)

Answer 79

states that transportation, identification, similarity, and parasocial interaction (PSI) help overcome various types of resistance to persuasion - enhancing persuasive outcomes.

Question 80

absorption

Answer 80

losing self-awareness during consumption of the narrative

Question 81

Wishful identification

Answer 81

occurs when individuals want to be like, desire to emulate, and look up to the character

Question 82

Efficacy

Answer 82

refers to the message cues or action steps to avoid the threat offered by the message.

Question 83

Response efficacy

Answer 83

refers to a person's beliefs as to whether the recommended action step will actually avoid the threat

Question 84

Persuasion knowledge

Answer 84

comprises people’s understanding and attitudes concerning persuasive attempts

Question 85

Consumer persuasion resistance strategies:

Answer 85

Avoidance: a) Mechanical - skipping the ad or having an ad blocker or something b) Physical - walking away physically. Advertisers overcame this with embedded advertisement - placing brands inside shows c). Cognitive - selective avoidance, dozing off, ignoring it.

Question 86

Behavioural Determinants

Answer 86

1. Attitudes, beliefs 2. Social norms 3. Self efficacy Response 4. Efficacy 5. Perceived severity 6. Perceived susceptibility

Question 87

6 Principles of persuasion:

Answer 87

1. Reciprocity 2. Scarcity 3. Authority 4. Consistency 5. Liking 6. Consensus

Question 88

Identification has four dimensions:

Answer 88

1. empathic (sharing feelings with the character), 2. cognitive (sharing the character’s perspective), 3. motivational (internalising the character’s goals), 4. absorption (losing self-awareness during consumption of the narrative).