comm journey 2

Question 1

What is the aim of social marketing?

Answer 1

improve health, prevent injuries, protect the environment, contribute to communities, and enhance financial well being. Concerned with making the world a better place.

Question 2

What 5 things does social marketing aim to do?

Answer 2

Health
Injury Prevention
Environment
Community
Financial

Question 3

Social Marketing Behavioral Focus

Answer 3

Accept a new behavior
Reject a potentially undesirable behavior
Modify a current behavior
Abandon an old undesirable behavior

Question 4

Value Exchange

Answer 4

the perceived benefits of performing a behavior

Question 5

Sustainability

Answer 5

Results from continuous montioring and subsequent changes to improve program

Question 6

4 Ps of Marketing

Answer 6

Product
Price
Place
Promotion

Question 7

Steps to campaign success

Answer 7

Define situation. Benefits and barriers
Analyze and segment audience
Establish goals
Select dissemination strategy
Design messages
Pilot messages w/ priority messages
Implement campaign
Evaluate campaign

Question 8

Why campaigns fail

Answer 8

Unrealistic expectations
Poor evaluation techniques
Lack of theory
Inadequate exposure

Question 9

Cultivation theory

Answer 9

Media exposure shapes perceptions over a long period of time and is a stable part of lifestyle.

Question 10

Iceberg analogy

Answer 10

Argues that heavy media exposure creates an exaggerated belief in a mean and scary world.

Question 11

Media exposure and cultivation theory

Answer 11

According to Shrum’s study, Media Exposure may not change attitudes but makes them stronger.

Question 12

Priming theory

Answer 12

When people witness, read, or hear of an event via the mass media, ideas having a similar meaning are activated, and that these thoughts in turn can activate other semantically, related ideas and action tendencies.

Question 13

Jo and Berkowitz (1994) predict for a short period of time after a violent stimuli, a viewer will be inclined to…

Answer 13

Hostile thoughts
Justify aggressive acts
Be inclined to behave aggressively

Question 14

Agenda Setting Hypothesis

Answer 14

The agenda-setting hypothesis asserts that attention given to issues by the media influences the public’s perceptions of the importance of issues. News Media sets the agenda, tells us what to think about.

Question 15

Framing

Answer 15

Suggests that media not only sets agenda but selects, emphasizes, excludes and elaborates on particular elements of the news story.
Tells us what to think and how to think.

Question 16

Entertainment Education

Answer 16

Prosocial messages embedded in popular entertainment media content

Question 17

Narrative involvement/Transportation

Answer 17

A “convergent process, where all mental systems and capacities become focused on events occurring in the narrative.”

Question 18

Identification

Answer 18

The emotional and cognitive process by which a viewer takes on the role of a character in a narrative.

Question 19

Wishful Identification

Answer 19

Occurs when a viewer wants to be like a character.

Question 20

Similarity

Answer 20

Can refer to common beliefs, values, demographic variables, physical attributes shared between viewer and character.

Question 21

Parasocial interaction

Answer 21

Face to face relationship between spectator and celebrity.

Question 22

Liking

Answer 22

A positive evaluation of the character

Question 23

Social Categorization theory

Answer 23

We categorize ourselves based on intrinsic and arbitrary attributes.

Question 24

Stereotypes

Answer 24

Cognitives structures in which a group is associated with particular characteristics

Question 25

Prejudice

Answer 25

Endorsement of stereotype

Question 26

no

Answer 26

no

Question 27

Discrimination

Answer 27

Behavioral outcome related to prejudice

Question 28

The role of media

Answer 28

Media often presents an inaccurate view of reality.

Question 29

Non-recognition

Answer 29

the social group is rarely portrayed in the media

Question 30

Ridicule

Answer 30

Portrayals highlight differences and stereotypes.

Question 31

Regulation

Answer 31

Individuals from social group are put in roles that uphold social norms.

Question 32

Respect

Answer 32

Full implementation and diversity of portrayals.

Question 33

Dixon & Linz (2000)

Answer 33

• Portrayal of Black, Latina/o, and White individuals during news broadcast.
• Found white people overrepresented as police, Black people overrepresented as criminals, LatinX people under represented as both officers and criminals.

Question 34

Dixon (2017)

Answer 34

• Repeated portrayal of minorities on news broadcast, but added victimization.
• Found white people overrepresented as officers and victims
• Black people neither overrepresented nor underrepresented as officers, victims, and criminals
• LatinX underrepresented as officers and victims. Perpetrators of crimes on Black people.

Question 35

Ahmed & Matthes (2016)

Answer 35

• Analysis of Muslims and islam
• Found Muslims are negatively framed and Israel is portrayed as a violent religion. Post 9/11 portrayed as terrorists.

Question 36

Mastro & Behm-Morawitz (2005)

Answer 36

• LatinX representation during primetime TV
• Found Whites make up majority of characters, LatinX were stereotyped.

Question 37

Quick et al. (2016)

Answer 37

• Determine media portrayals of MLB players accused of using steroids.
• Bonds received greater scrutiny for use of steroids and least likable and similar. Fans supported Bonds hall of fame induction most.

Question 38

Types of nonverbal communication

Answer 38

• Kinesics: human body motion
• Paralinguistics: how words are spoken
• Proxemics: how space and distance communicate meaning
• Haptics: how humans communicate via touch
• physical appearance
• chronemics: how time communicates meaning

Question 39

Relation of nonverbal and verbal behavior

Answer 39

Repeat: you say something and your nonverbal comm repeats it
Contradict: you say something but your nonverbal doesn’t match
Complement: what you’re doing is helping your message make sense.
Substitute: substituting nonverbal for verbal
Accent/modify: emphasizing a certain word to change the meaning.

Question 40

myths about nonverbal comm

Answer 40

• nonverbal comm has a single meaning
• lying can always be detected by nonverbal comm

Question 41

are we bad liars?

Answer 41

yes

Question 42

are easier to detect n relationships?

Answer 42

yes

Question 43

what liars do

Answer 43

shift posture