Media Effects Flashcards
(88 cards)
1
Q
What are media effects
A
a change in an outcome within a person or social entity that is due to MASS MEDIA INFLUENCE following exposure to MASS MEDIA MESSAGE OF MESSAGES
2
Q
what are the 6 types
A
- cognition: violent video game relates to violent thoughts
- attitudeS: west wing changed peoples attitudes about presidency
- beliefs: viewing romantic comedy’s relates to unrealistic beliefs about marriage
- affect: people watch happy media to sustain happy mood
- physiology: violent video games playa relates to physiological desensitization
- behavior: TV exposure predict disordered eating
3
Q
What do authors argue that media effects and use depend on?
A
susceptibility variables
- these depend on peoples disposition, developmental level, and social context
ex: personality and disposition variable influence what you watch
4
Q
effects of violent content (3 types)
A
- Agressor effect: individual becomes more aggressive through cognitions or behaviors
MEN & CHILDREN ARE MORE SUSCEPTIBLE - the fear of victimization: ind. becomes more afraid cause they think the world is a dangerous place
- desensitization: ind. doesn’t respond to violence as much anymore
5
Q
Pro social media effects:
A
voluntary acts for the benefits of others
-playing prosocial video games increases prosocial behavior
6
Q
effects on mental and physical well-being
A
a link between viewing media content and disordered eating intentions and behaviors mainly among women in particular
7
Q
children lack advertisement competency until age
A
9 or 10 and not until age 12 do they understand advertisement effects
8
Q
people aren’t effected by media in the same way differences can come from
A
- gender
- age
- developmental level
- disposition
- attitudes
- social contexts -viewing alone/ with a parent
9
Q
what do we mainly use for entertainment
A
social networking (27%)
10
Q
what does entertainment give us (2 options)
A
a. amusements or pleasure by performers
b. occupation for the mind
11
Q
media is primarily used for
A
entertainment
12
Q
its an objective perspective
A
people spend so much time seeking to be entertained
-average human spends 4 1/2 hours a day watching TV
13
Q
who spend the most time with entertainment
A
children and elderly
14
Q
average American spends how much on movies
A
$936 a year
15
Q
average American spends how much.a year for entertainment
A
$3 thousand a year
16
Q
why do we seek entertainment?
A
entertainment and the self: the self is the sense of who I am and we have multiple so we are MOVING BEYOND THE SELF: PLAYING DRESS UP TO BE SOMEONE ELSE FOR A WHILE
17
Q
entertainment and evolution theory
and -cognitive capacity
A
the number of traits we share as specie combine for us to seek entertainment
-cognitive capacity: we have excess and nothing to do with it (we used to go hunting) so we turn to tv for our giant brains
18
Q
why we watch what we watch
A
we choose entertainment to non-consciously manage our mood
19
Q
why do we watch sad media
A
we appreciate it not enjoy it
20
Q
what is health communication
A
an interdisciplinary study (not owned by coms field) and an applied social science (we want to understand problems in real world) and is theory driven
21
Q
environmental influences (health communication) and 3 different environments (tat effect you)
A
shape peoples responses to strategies
1. media environment: theres a lot of competition between health and sugar companies -ex Coca Cola)
- social environment/social networks: your friends eating a Big Mac can influence the way you eat
- policy: some students attend schools that band unhealthy foods
22
Q
the pathways model
A
tell us that communication can directly effect health outcomes
23
Q
getting to healthy outcomes usually takes what path
A
indirect pathway: a casual chain in which the effect are mediate and don’t go through proximal or intermediate outcomes
24
Q
why are nonverbal cues understudied
A
privacy concerns in doctor/ patient visits
-logistics: we would need a to of cameras and equipment
-resource intense research: we would need a huge grant to pull off
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women are more:
| men are more:
women: socioemotional oriented
men: task-oriented
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interruptions by doctor
- lower patient satisfaction: male doctor & patient
| - increase patient satisfaction: female doctor & patient
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4 communication differences
1. agenda setting
2. information solicitation
3. emotions
4. shared decision making
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4 communication differences
| 1. agenda setting
A. Patient centered: doctor builds visit by addressing patient concerns
B. doctor centered: doctor sets agenda based on biomedical issues
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4 communication differences
| 2. information solicitation
A. Patient centered: doctor asks for the patients thoughts
B. doctor centered: doctor assumes patient will say something if important
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4 communication differences
| 3. emotions
A. patient centered: doctor encourages patient to express their feelings
B. Doctor centered: doctor focuses on physical not socio emotional pain
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4 communication differences
| 4. shared decision making
A Patient centered: doctor asks patient involvement in decisions
B. doctor centered: Doctor makes decisions based on physical expert judgment
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outcomes of shared decision making
1. patient more likely to do treatment plant: especially those with chronic health
2. greater reliance on preventative behaviors
3. lower probability of emergency room visit
4. lower rates of hospitalization
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3 types of ad campaigns
1. systematic: doen or actief according to a fixed plan or system
2. course: a path to be taken
3. aggressive: an all out effort to win or succeed
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all about health campaigns
- have a beginning and end
- target a large audience
- use radio, print, social media
- americas first campaign: 1721 small pix vaccine (strong opposition)
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do campaigns work?
on average they change 8% of targeted individuals in the intended direction (produce a stronger effect when backed up by law enforcement)
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factors that increase campaign effectiveness
conduct formative research
- grounded in theory: how to design messages
- segmented audiences: turn em into homogenous groups
- use a targeted message approach: one message fits all will not work
- message needs to be distributed among big channels
- conduct process evaluation while campaign is still going on (you can make adjustments while it is still running)
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ACME model for health communication framework
A:audience
C: channel
M:message
E: evaluation
38
social marketing approach
assume impact of health campaigns can be useful in selling products
distinctive features:
1. consumer oriented
w. commercial marketing technologies
3. voluntary change in behavior
4. targeting specific people
5. personal and social welfare: commercial markets care about benefiting self but social markets care about welfare of society
39
social marketing campaign: (care about changing society not selling)
(this is VS. Traditional information campaigns)
1. begins with consumer research
2. consumer always right
3. influence through change
4. buy into new behavior
5. when things go wrong: what is wrong with US
40
Traditional information campaign (opposite of social marketing campaigns)
1. begins with top-down planning
2. expert driven
3. influence through awareness
4. behavior modification
5. when things go wrong what is wrong with them
41
critical consumer perceptions
1. barriers
2. benefits
3. social norms
4. self efficacy
-there is a theoretical basis: (exchange theory: people are asked to change something:: time, money, pleasure, to obtain the benefits of a product or service)
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the 4 P's
1. Product: what were offering people in exchange (an idea, product- must be solution to problem)
2. price: what is the cost of adopting the product (embarrassment, $)
3. place: (channels) where is the product purchased, distributes, provided (can be where health behavior is carried out: public park)
4. promotion: creation of the message that sell the product that offer people an attractive change
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6 steps in social marketing
1. planning: a model to guide us
2. formative research: collect data from people targeting
3. strategizing: segmentation of target population with individual objects
4. campaign development: slogans, logos, visual element, and anything you fin in a product advertisement
5. implementation
; launch the campaign,, coordinate activities for people in charge
6. tracking and evaluation" collecting data to make sure messages are reaching intended people
44
impact of the road res social marketing campaign and what was it
first year: about 20,000 rides were provided
| -the problem young men in Wisconsin who drive themselves home after the bard drunk
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what made the campaign successful (road crew)
1. product was attractive: free rides after the vars
2. product offers a great value
3. solves a problem
4. doesn't use shame or embarrassment
46
media advocacy
to promote health : the strategy us of media to support community organization and advance policies to make environment healthier
the approach bring together:
1. science
2. communication
3. policy
* were targeting policy makers to bring about change
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the stream metaphor
- upstream
- downstream
- upstream: social, political, and physical environments that shape health
* advocacy: convince schools to remove soda
- downstream: the individual person
* ex: MOST campaigns convince kids to eat healthier
*primary prevention: by keeping people healthy by giving them healthy environments at local, state, federal levels
48
theoretical foundations
-agenda setting theory: examines hoe research sets the policy agenda for our society and defines the nature of the debate
- framing: how we think of the issue that have been places on society ages by the media. media is the one that provides perspective
* default America news sorry: episodic reporting on an individual event
* thematic themes: media advocacy seeks to frame issues thematically
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3 different strategies
1. media strategy: to get the new attention to cover it
- consider is media needed?
- personal persuasion first
- determine most effective channel
2. access strategy:
- identify key editors and news
- build relationships
- sell the story: give them an age they are interested in
- time your approach: tie into current topic is news
3. message strategy: (3q's)
1. what is the problem
2. what is the solution
3. why does it matter
50
media bites
```
short compelling and memorable messages may to digest
-simple statements
-analogies
-visual language
0call to action
```
51
goal of Mexican telenovelas
to advance family planning and population control
| -effect: more women worked at birth control clinics
52
Emily Moyer-guse
| entertainment overcoming restitanc model
entertainment feature > overcoming resistance of change > leading to a story (movie, show...)
53
entertainment features (7)
1. narrative structure
2. parasocial interaction
3. linking of characters making par asocial relationship possible
4. perceived similarity
5. identification
6. transportation: getting swept up into show
7. enjoyment
54
overcoming resistance to chance (7)
1. reactance: when were told to do something
2. counter-arguing: paling the devils advocate when we hear persuasive messages
3. selective avoidance: we avoid information that counter that view
4. perceived vulnerability: we tend to act to protect ourselves
5. perceived norms
6. self- efficacy
7 outcome expectation: thinking a behavior will lead to something
55
News Gatekeeping (occurs at all levels)
- there is only limited time and space and audience attention in limited
- RULE: NEWSWORTHINESS
56
newsworthiness: 5 main criteria
1. timely or new
2. conflict/ controversy
3. unusual
4. relevant: to community to society
5. significant
57
news framing
| what it is and 2 types
1.gatekeeping: choosing what to report
2 framing:
A. issue specific: vary depending on nature of issue at hand
*value-laden: represent position on issue (usually sparks a debate)
*news bias
*political consideration and opinions
B. General (structural) frames does not represent specific belief
* applicable to most issues
* NOT representing a perspective
* grounded in new prediction
* wev'e got
1. episodic frames: personal angle more prevalent in news
2. thematic framesL issues discussed in a more general cineast and standpoint
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2 external factors in news marketing
1.market influence 2. political influence: government policies, etc.
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because most news media are public companies
face competition in market so making a profit is imperative > so they are eager to provide what audience want
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3 shaping news content
| 1.
1. editing: (very true in BROADCAST NEWS) not easy to hold audience attentions
- digestible, easy to follow
- shorter stories
- more images and graphics
- more news summaries
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shaping news content 2
1. editing
2. newsworthiness: issues and events with compelling images more newsworthy
- lifestyle, human-interst stories
- stories with compelling images
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shaping news content 3
1. editing
2. newsworthiness
3. framing: at personal and emotional level : shows how responsive they are to public because it is more engaging and holds audience attention
- episodic preferred over thematic frames
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telecommunication act of 1996
| political influence on news making
- deregulated and opened up industry competition
- led to more soft news and local programming because deregulation and competition have made economy more important win news industry (making a profit became a tor priority)
64
Media politics
| why do politicians and parties turn to news mesa (politics and campaigns heavily depend on mews media) 3 reasons
1. population growth: making face to face campaigning more expensive and difficult
2. weakened political parties: now that primaries used in nominations there been a shift
3. technologies: shift from old tech and more diverse media environments make it possible ti reach out to voters and get message across
65
media appearance and message shaping
there is a danger in uncontrolled negative news
| -ex: dean screaming made him look bad while he was trying to energize supporters
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news management by politicians
- press release, press conference, political events
- bad news on weekends
- ex:the 2004 republican convention did it in NYC cause 9/11 (Bush's campaign)
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what is so called "he said" coverage
one of the reasons the daily show and Colbert report are so popular (put fun on politicians)
-functions as a channel between politicians and citizens
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what is news
how we define it (important issues and problems in society) they should be (journalist) free of pressure news services by informing citizens about important issues
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what is political communication research about
representative democracy: people govern the society indirectly by electing people that ca govern on their behalf
-political science research focuses on relation between politicians and citizens and examines role of messages in communication
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how news media influences politics
impact of news is indirect by shaping the opinion
| -news> public opinion > politics
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political impact of news on individuals 1/4
1. agenda setting effect: news influences the way people prioritize public issues
- news emphasis> audience perception os issue importance
- news changes agenda by paying attention to a certain issue so audience say its a societal issue
- news makes specific issue more salient in audience minds
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political impact of news on individuals 2/4
2. news priming effect:
- news emphasizes influences the ways people evaluate the president and politics
- effects unconsciously hater decision making process
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political impact of news on individual 3/4
3. framing effect
- news frame> audience issue interpretation
- ex of episodic frame:
a. attribution of responsibility
b. opinion about issue and policy
c. does not help audience see the bigger picture in news
74
political impact of news on individual 4/4
4. presumed influence
- news can indirectly shape audience by changing social norms
- news> perception of social form > opinion/ behavior
- news as a conduit of social influence: as long as people perceive coverage as an accurate description f nicety
- shape our perception of social norms
75
news not only is shaping public opinion but also less to political socialization
people:
- learn about politics
- engage in political discussion
- participate in civic/ political life
- become better informed and and have resources for civic engagement
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political advertisement
ad spending is about 1 billion dollars
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why do campaign go negative 4 reasons
1. target undecided voters
2 psychologically engaging
3. draws attention and sparks public debate
4. attack-counter attach spiral c
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MUD (video games)
multi user dungeons that are an early example of online video games
- multi-player user worlds (only can communicate through messages or faces)
- ex: doomL facilitates rise of communities to play against each other and to modify the game and create maps
79
interpersonal communication processes (4)
1. encounters with unacquainted human players
2. intergroup communication among players organized in stable groups/ clans
3. communication in social units existing within the games narrative (ex: people being to elf faction or org faction)
4. online game interactions occur among people in pre-existing relationships (ex: playing with friends)
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encounters with unacquainted players
-nearly all MUDplayers formed personal relationships with other users
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factors affecting the formation of new relationship in online video games
2. motivation to play the fame
2. time spent playing
3. nonverbal and verbal communication dynamics
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Bartle (1996) classified MUD players as
1. achievers: leveling up
2. explorers mapping the death and breath of the game world
3. socializers: focused on role playing and relationships
4. killers: causing distress to other players
* MUD players mostly focus on role playing and player trait sociability had a moderate effect on forming online relationships
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time spent playing online may result in social displacement effects:
tradeoff between offline connections for newly formed online connections
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the function of communication in groups
1. task-oriented
2. socioemotional: can be positive (show agreement, joking around)/ negative (antagonism, disagreement)
* most socioemotional messages positive
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stable groups and clans
- online games are similar to clubs
- third places: people are free to come an go (free form outside taking orders)
- self-disclosure link to trust in online games and higher with those that used VOICE CHAT over text messages
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small guilds (groups)
feature strangers met in game
-goal for playing online effect guild cause player might be more interested in role playing though some guilds social in nature
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females in guilds
good recruiters and recruited boyfriends, pucks, family members
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media multiplex theory:
people that have stronger ties with each other (like good friends) communicate using more channels of communication
