Chapter 2

Question 1

Propaganda

Answer 1

Info that is spread for the purpose of promoting a doctrine or cause.

Question 2

Modeling

Answer 2

The imitation of behavior from media.

Question 3

Content Analysis

Answer 3

A research method in which observers systematically analyze media subject matter.

Question 4

Laboratory Experiment

Answer 4

Scientific method of isolating and observing variables in a controlled environment.

Question 5

Survey Methods

Answer 5

Research methods that rely on questionnaires to collect research data.

Question 6

Random Sampling

Answer 6

Method that ensures that every member of the population being studied has an equal chance of being chosen.

Question 7

Selective Perception

Answer 7

Process by which people with different attitudes interpret the same messages differently.

Question 8

Selective Retention

Answer 8

Process by which people with different views remember the same event differently.

Question 9

Opinion Leaders

Answer 9

Well-informed people who help others interpret media messages.

Question 10

Two-Step Flow

Answer 10

Communication process in which media effects travel through opinion leaders.

Question 11

Applied Research

Answer 11

Media investigations devoted to practical, commercial purposes.

Question 12

Desensitization

Answer 12

A process by which viewers of media violence develop callousness or emotional neutrality in the face of a real-life act of violence.

Question 13

Theory

Answer 13

A set of related statements that seek to explain and predict behavior.

Question 14

Powerful-Effects Model

Answer 14

Model that predicts that media will have swift and potent influence.

Question 15

Minimal-Effects Model

Answer 15

Model that predicts that media will have little influence on behavior.

Question 16

Mixed-Effects Model

Answer 16

Model that predicts that media can have a combination of influences.

Question 17

Flow Theories

Answer 17

Explanations of the way effects travel from the mass media to their audiences.

Question 18

Bullet Theory

Answer 18

Theory that implies that media effects flow directly from the media to an individual.

Question 19

Multistep Flow

Answer 19

A complex interaction of media effects.

Question 20

Social Learning Theory

Answer 20

Theory that people learn by observing others.

Question 21

Socialization

Answer 21

Process by which children learn the expectations, norms, and values of society.

Question 22

Individual Differences Theory

Answer 22

Theory that predicts that people with different characteristics will be affected in different ways by the mass media.

Question 23

Diffusion of Innovations Theory

Answer 23

Theory that different types of people will adopt new ideas at different times.

Question 24

Cultivation Theory

Answer 24

Theory that the media shape how people view the world.

Question 25

Agenda-Setting Theory

Answer 25

Theory that predicts that the amount of attention given to an issue in the media affects the level of importance assigned to it by the public.

Question 26

Cumulative Effects Theory

Answer 26

Theory that media have profound effects over time through redundancy.

Question 27

Uses and Gratifications Theory

Answer 27

Theory that looks at the ways media consumers choose media to meet their needs.

Question 28

Cultural Studies

Answer 28

Research based on careful observation and thought rather than on controlled experiments or statistics.

Question 29

Media Ecology

Answer 29

School of cultural study that suggests that media make up an ecological system for humans.

Question 30

Gender Studies

Answer 30

Research that looks at how the media deal with male and female roles.

Question 31

Political/Economic Analysis

Answer 31

Theory that predicts that a culture’s exchange system will influence its values.

Question 32

Third Person Effect

Answer 32

The belief that media affects other people more than oneself.

Question 33

Catharsis Theory

Answer 33

The idea that viewing violence actually reduces violent behavior.

Question 34

Correlation

Answer 34

A situation in which two things occur at the same time, or in close succession, more often than chance would lead one to expect.