Chapter 12: Media Effects

Question 1

Hypodermic Needle Model

Answer 1

Messages have a profound direct and uniform impact on individuals

Question 2

Katz and Lazarsfeld

Answer 2

Two step flow: Media messages are filtered through opinion leaders

Question 3

Media Effects

Answer 3

1. Cultivation effect
2. Spiral of silence
3. Third person effect
4. Agenda setting
5. Cultural studies

Question 4

Television cultivates in audiences a view of reality similar to the world portrayed in television programs

Answer 4

Cultivation effect

Question 5

People with controversial or unpopular opinions don’t speak out or share beliefs

Answer 5

Spiral of silence

Question 6

People underestimate the effect a persuasive msg has on them personally and overestimate the effect the msg has on others

Answer 6

Third person effect

Question 7

Media plays in deciding which topics to cover telling you what not to think but what to think about

Answer 7

Agenda setting

Question 8

Six reasons people use media

Answer 8

Cognition
Diversion
Social utility
Affiliation
Expression
Withdrawal

Question 9

Regular dissemination of beliefs, doctrines, causes, or info with intent to mold public opinion

Answer 9

Propaganda