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COMM 391 > COMM 391 Final > Flashcards

COMM 391 Final Flashcards

1
Q

Uses and Gratifications Theory

A

psychological communication perspective that examines how individuals use mass media. Grounded on the assumption that individuals select media and content to fulfill felt needs or wants.

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2
Q

Main Assumptions of U&G Theory

A

1) audience is not passive but actively choosing

2) Motives and behavior relating to their choice varies by individual and group

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3
Q

Consistent Findings of U&G Theory

A

media often help people fulfill several everyday gratifications (blasts you only need food, shelter and clothing to live)

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4
Q

Assumptions of Contemporary U&G Research

A

1) media selection is the goal - directed purposive and motivated
2) people take the initiative
3) social and psychological factors
4) media competition
5) people are more influential

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5
Q

A Typical U&G study

A
  • survey, quantitative
  • (looking at psychoanalytical things, can’t really judge that well in a lab environment and content analysis will tell you what they picked but not why)
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6
Q

Prominent Outcomes of U&G study

A
  • Unwillingness to communicate (Armstrong and Rubin, 1989)
  • Media dependency (Ball-Rokeach and DeFleur, 1976)
  • Expectancy Value (Fishein and Ajzen 1975)
  • social connectivity
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7
Q

Survey Research popularity

A
  • most familiar research method among both researchers and people (like to read them)
    1) largest numbers of people in shortest amount of time
    2) least expensive
    3) most straightforward - ask questions and get answers
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8
Q

Survey Research Applications (justifications)

A

1) measure attitudes
2) measure retrospective behaviors
3) political polls
4) evaluation research
5) market research

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9
Q

Survey Research Design and Measurement Considerations (planning for validity)

A
  • Concept of validity: make sure you’re testing what you set out to test/say you’re testing
  • Sampling (step 1): make sure done correctly, random sample best, avoid nonrandom like the plague
  • Cross-sectional design or longitudinal design (step 2)
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10
Q

Spiral of Silence Theory Defined

A
  • A process in which an attitude, belief or behavior becomes so dominant, so seemingly normal, that those who disagree are seen as a threat and experience fear of isolation.
  • spiraling where opponents feel more and more fear and isolation ‘till idea is norm
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11
Q

Main Assumptions of Spiral of Silence Theory

A
  • isolation
  • fear
  • similarity
  • conformity
  • social norm
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12
Q

Origins of Spiral of Silence Theory

A
  • Nicole Neuman
  • also used as poli sci theory
  • public opinion
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13
Q

Key Criticisms of Spiral of Science Theory

A
  • fear
  • unwillingness to speak out
  • quasi-statistical sense
  • pluralistic ignorance
  • human nature
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14
Q

Considerable disagreement over what constitutes depictions of violence

A

EX: shaking finger (credibility)

  • credible threat (if a guy has a gun, is it a threat?)
  • intention (to physically harm another individual)
  • against one’s will (more overt it is, stronger agreement can be)
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15
Q

Why Media Feature Violence

A
  • It’s dramatic
  • Easy to build on
  • The audience wants it
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16
Q

Categories of Theories Explaining Media Violence

A
  • Behavioral
    1) Catharsis
    2) Disinhibition
    3) Imitation of Media Violence
    4) Social Learning Theory
    5) Desensitization
  • Cognitive
    1) Changes in peoples’ values, beliefs, attitudes
    2) Cultivation
    3) Priming
    4) 3rd Person effect
  • Emotional
    1) Non-negative results
    2) Excitation transfer
    3) Fright reactions in children
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17
Q

Effects of Media Violence

A
  • TV Violence leads to aggressive behavior
  • Media tends to heighten
  • Exposure
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18
Q

Sexually Explicit Fare

A
  • traditional concerns: morality. It’s wrong.
  • modern concerns: access. loon on google, gonna run into whether you like it or not. Is the great availability encouraging it.
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19
Q

Methods Used in Media Violence and Sex Research

A
  • Wide Range of Methods
  • Prominent Criticisms
    1) experiments are artificial
    2) dep measures in the lab are pale analogs of real world
    3) participants tend to be college students
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20
Q

Human Communication Theory Trends

A
  • Rhetoric (persuasion)

- Relational (comm as a transaction)

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21
Q

Development of Human Communication as a Research Trend

A
  • speech/elocution traditions (we have to teach people to be effective speakers)
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22
Q

Evolves into Communication

A
  • mid 70s (soc sci concern, merge with mass comm)
  • 1990s (abandoned the term “speech” and evolved into communication, dropped word speech but still focus on rhetoric, develop interpersonal and org comm, and still focus on relational
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23
Q

Communication Studies

A

Why do people do what they do? What is effective speaking? There is more to just learning speech

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24
Q

Recent Trends

A
  • role of communication in education
  • family communication
  • gender communication
  • developmental communication
  • communibiology
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25
Q

Key Aspects of Rhetorical Theory

A
  • decision-making
  • public communication
  • pragmatism
  • practical, situation art
  • public discourse/reason-giving
  • social truths and collective action
26
Q

Themes of Rhetorical Theories

A
  • Rhetoric as Doing
  • Rhetoric as Being/ Burke’s Dramatistic Theory of rhetoric
  • Rhetoric as shaping
  • Rhetoric as Seeing
27
Q

Definitional Issues Intricate to Persuasion Theories

A
  • Attitudes
  • Beliefs
  • Behaviors
28
Q

Research Trends on Persuasion Theory

A
  • Factors that inhibit or enhance persuasion
    1) source effects
    2) message sidedness
    3) recipient characteristics
  • How, When and Why people are persuaded
    1) Heider’s balance theory
    2) Festinger’s cognitive dissonance theory
    3) Self-Perception Theory
    4) Self-Presentation theory
    5) Social judgment theory
    6) Cognitive Response Approach theory
    7) Compliance-gaining message strategies
29
Q

Basic Concepts Intricate to Small Group Communication Theories

A
  • Focus on Groups of 3-20
    • Ad hog
    • Standing
    • Task
    • Teams
  • Definition
    • working cooperatively
    • working independently
    • to accomplish a recognition of goal/work at hand
  • Cohesiveness
    • = goal
    • may not like each other, but we know what it takes. Ability to work together regardless of feelings toward each other in the best each other in the best interdependent way
  • Dysfunctionalism
    • worst groups
    • when above doesn’t happen
    • don’t like each other, competing, my interest comes before the group
30
Q

How Small Groups Operate`

A
  • Enforce Rules
  • Enforce Norms
  • Individual Roles - formal and informal
  • Group Identity
31
Q

Research Trends on Small Group Communication Theory

A
  • Pre-1970s - overt influence
  • 1970s - 1990s
    • patterns
    • discussion methods
    • group outcomes
    • effective group performance
    • group leadership
  • 1990s - present
    • performance/ambiguity model
    • participation/group memory theory
    • bona fide perspective/ bonito’s model fo three components
    • technology/ social dilemma theory
32
Q

General Organizational Communication Theory and Research Trends

A
  • formulary-prescriptive
  • empirical-presecriptive
  • applied-scientific
33
Q

Conceptual Foundations of Organizational Communication

A
  • traditional rhetorical theory
  • human relations models
  • management-organization prototheories
34
Q

Main specific Organizational Communication Theory Directions

A
  • feminist theory
  • concertive control
    • simple control
    • technical control
    • bureaucratic control
35
Q

Organizational Identification

A

the extent to which an organizational member, when faced with a decision, will choose the best decision for the organization, not for himself. More success for the organization.

36
Q

Internet Communication Theory and Research Trends

A
  • Gatekeeper Theory
  • Agenda-Setting
  • Uses & Gratifications
37
Q

Other Internet Communication Research Findings

A
  • Clinton-Lewinsky scandal
  • creating a “buzz”
  • credibility findings
  • Hyperlinking Findings
38
Q

Defining Legitimacy

A
  • elements defining legitimacy
    1) It’s got to have a positive perception of organization
    2) that takes place in a system
  • Who or what determines legitimacy
    1) messages in the mass media
    2) external publics or internal publics
    3) strategic v. institutional theory approaches
  • importance of legitimacy
  • challenges of legitimacy
  • gaining legitimacy
  • maintaining legitimacy
  • restoring legitimacy
39
Q

Types of Organizational Legitimacy

A
  • Pragmatic Legitimacy
  • Moral Legitimacy
  • Cognitive Legitimacy
40
Q

Resulting Research on Organizational Legitimacy

A
  • Corporate Social Responsibility
  • Corporate citizenship
  • Corporate sustainability
  • Business ethics
  • Stakeholder theory
  • Financial Scandals and Legitimacy
41
Q

Area of Emphasis on Theories of Credibility

A
  • Source
  • Message
  • Audience characteristics
42
Q

Development of Credibility Research

A
  • Carl Hovland
  • 1970s Skepticism, 1980s funded studies
    • bad news, overdramatization, sensationalism
    • media favoratism
    • out of touch with ordinary people
    • media coverage of government
    • confidence higher
    • news and watchdog rule
  • internet and new urgency
    • cues and active construction
    • meaning and active construction
    • online sources are murky and often anonymous
    • heuristics, collaborations and project motivations
43
Q

Dominant Research Topics in Political Communication

A
  • media coverage of campaigns and events
  • political debates
  • political advertising
  • political rhetoric
44
Q

Dominant Perspectives in Political Communication

A
  • rhetorical/critical perspective
  • direct effects perspective
  • agenda-setting perspective
  • framing perspective
45
Q

Background of P.R./Integrated Communication

A
  • early formative stage
  • edward Bernays
  • break up
  • 1960s/1970s IMC or strategic comm or marketing comm
46
Q

Persuasion (main theory of political communication)

A
  • Cycle of Persuasion
    • 1st stage - presenting
    • 2nd stage - attending
    • 3rd stage - comprehending
    • 4th stage - yielding
    • 5th stage - retaining
    • 6th stage - acting
  • Emphasis of campaigns
    • Advertising
    • P.R.
    • Blended
47
Q

Feminist Theory Prespectives

A
  • liberal feminist theory
  • marxist-socialist feminism
  • radical feminism
  • psychoanalytic feminism
  • cultural feminism
  • postmodernist feminism
  • ecofeminism
48
Q

Historical Development of feminist theory

A

1st wave - civic, legal rights
2nd wave - expanding recognition
3rd wave - highlight differences between men and women
4th wave - mixture of spirituality and political activism

49
Q

Branches of Ethics Study

A
  • meta-ethics
  • normative ethics
  • applied ethics
50
Q

Dominant Ethical Theories

A
  • Ontological Ethics
  • Deontological Ethics
  • Virtue Ethics
51
Q

Communication Ethics Research Trends

A
  • Problems of justice and duties
  • Stages of moral judgments and duties
  • Codes of Ethics
  • Individual Issues
  • Group Decision-Making
52
Q

Popularity of Quantitative Survey

A

1) large number of people, short period of time
2) relatively inexpensive (survey monkey)
3) straightforward (ask questions, get answers)

53
Q

Design and Measurement Considerations

A
  • Sampling
  • Cross-sectional design or longitudinal design
  • Self-report appropriateness
54
Q

Constructing a Survey-Question Qualities

A
  • clarity
  • one issue
  • avoid bias
  • avoid assumptions
  • avoid offending
55
Q

Constructing a Survey - Types of Questions

A
  • Demographic questions
  • Dichotomous questions
  • Close-ended questions
  • Open-ended questions
56
Q

Constructing a Survey - Structure and Arrangement of Questions

A
  • Tunnel format
  • Funnel format
  • Inverted Tunnel format
57
Q

Administering the Survey

A
  • researcher-administered
  • self-administered
  • interview
  • personal attribute effect
  • unintentional expectancy effect
58
Q

The origins of uses and gratifications theory can be traced back to Harold Lasswell’s 1948 research. He identified three primary functions of the mass media. Identify the function that serves as the basis for uses and gratification theory and explain how it relates to the basis

A

The function of transmission of social heritage served as the basis for formulating media needs and expectation within the uses and gratifications model.

59
Q

One of the assumptions of which contemporary uses and gratifications theory is grounded in involves competition. Who or what is competing in this assumption and why is the competition taking place?

A

Assumption: Media compete with other forms of communication for selection, attention, and use to gratify our needs or wants.

60
Q

A typical uses and gratifications study will focus on a particular medium or compare media, and in doing so scholars will examine three main items. Identify them.

A

1) motives
2) a combination of relevant social and psychological antecedents
3) consequences or effects associated with the given medium consumption

61
Q

What is the concept of unwillingness to communicate, which two mediums has this concept been connected to and how do users of those two mediums demonstrate the connection?

A

Unwillingness to communicate is a psychological construct that represents “a chronic tendency to avoid and/or devalue oral communication.” It has been connected to talk radio and internet use. Talk radio callers, compared to non-callers, were less willing to communicate in face-to-face interactions and found those interactions to be less rewarding. Internet users who find face-to-face communication less rewarding are more likely to use the Internet for social communication.

62
Q

Explain the concept of media dependency.

A

Media dependency refers to the tendency to rely too heavily on a particular communication medium for the fulfillment of needs or wants.

COMM 391 (3 decks)

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