MEDIA PSYCHOLOGY-media and persuasion Flashcards Preview

Psychology Unit 3 > MEDIA PSYCHOLOGY-media and persuasion > Flashcards

Flashcards in MEDIA PSYCHOLOGY-media and persuasion Deck (48):
1

what is an attitude?

attitude is a disposition towards an object/situation that prompts individ to behave in certain ways

2

what are the stages?

4 stages which happens everytime media attempts to persuade you of their message

3

outline stages?

in order for attitude change 4 stages ; attention- notice the message, comprehension- understand the message, reactance= accept /reject message and attittude change= opion positive.

4

what is the however?

however in addition influences on attitude change relies on 3 factors; the source, the message and the audience.

5

what is the source?

person attempting to persuade

6

what is the message?

content of the message

7

what is the audience?

to whom the message is conveyed

8

more detail into source?

expert= more effective and credible than non , attractive and popular more effective than unpopular

9

more detail into the message?

more effective if we dont know to persuade and also if theres a moderate level of fear

10

more detail into the audience?

could be of high or low intelligence could be

11

research in source?- baron & byrne , omahnory & meenaghon

baron &byrne -why tv put experts in lab coats increase scientific status audeince need to believe person delievering the messgae h.w omahonry and meenaghon- celeb not ass effective as we imagine- biased

12

research in message?- putwai & synmes

do fear appeals work putwai and synmes

13

research in audience?- sinclair mark and clare

mood of audience may effect the way reposnd to message sinclair ,mark and clare

14

eval of hovland?

represented first systematic approach and udnerstanding of attitude changesamples used werent represented so therefore inappropriate to generalise to general populationno of studies that support the models

15

who thought of elm?

petty and cappacio

16

what factors do you take into consideration of route?

audience factors, processing factors, persuasion outcome

17

audience factor in central route?

audience have high motivation and ability to think about message

18

processing factors in central route?

deep processing, focused on the quality of the messages arguments

19

persuasion outcome in central route?

lasting attitude change that resists fading

20

audience factors in peripheral route?

low motivation and ability to think of message

21

processing factors in peripheral route

superficial processing, look at factors such as attractiveness of communticator

22

persuasion outcome in peripheral route

temporary attitude change that could fade

23

need for cog?

need for gog- caim that some people differ high - cog= messaage and low cog= context

24

eval of elm?

model takes in more detail than hovland with two routesit is oversimplistic, unlikely that people will either use eaach routdifficult to tell which type of processing people will use

25

Attempts to persuade you with ?

1. adverts2. political messages3.attitude campaigns 4. appeals

26

adverts are designed to?

persuade to sell a product

27

what route do adverts use?

peripheral route to develop more association with product e.g celeb as source to create feeling

28

what are political messages designed to do?

sway peoples opinions

29

what route do political messages use?

central route ,undermine the other party an give ideas politician wants to use

30

what are attitude campaigns designed to do?

teach/educate/ alter opinons

31

what routes do attitude campaigns use?

central and peripheral

32

what are appeals designed to do?

get money/awareness

33

what routes do appeals use?

mix of both routes

34

what are the 4 principles of effective advertising?

1.capture attention2. comprehension3. reactance4. make it memorable

35

how do they capture the attention?

depending on what we sell depends on what we need to contain e.g controversial, eyecathing

36

how do they comprehend?

important in politcal and health campaign, controversial, facts, statistics

37

how do they reactant?

create a variable association e.g summer drinks and relaxation

38

what is a explanation on tv persuasion?

uses of grats exp

39

what types are included in uses and grats?

escape, entertain and distract, social interaction, info and educate, identifcation

40

explanations for tv persuasion?

target children celebrity endorsementcongruence

41

what is research for target children?

martin 1997

42

what happened for martin?

meta analysis found a strong positive correlation between age and understanding of persuasive content

43

what other research with target children?

pester power children put pressure on their parents to buy advertised toys

44

what are evaluations for target children?

pine and nash- amount of commericials watched and how many santa letters= strong postive relationship supported cultural differences. fewer gift request in swedish children due to no advertising to under 12s in sweden

45

what is research for celebrity endorsement?

fowles 1990 20% adverts used celeb, they do make use with psr (giles) celebs = trustworthy and reliable

46

eval of celeb endorsement?

research not effective as students more conviced by fictional student buying camera than celeb.

47

what is reasarch for congruence?

bushman tv adverts remebered if connecting with programme content and content of tv ad and people more likely to remember advert if embedded in programme

48

what is eval of congruence?

gender stereo in tv ads reinforce tradintioal role of woman. they propmote acceptance of these stereotypes no matter how bias or inapporpate they are