Exam 1

Question 1

3 Goals of science

Answer 1

Prediction, Explanation, Control

Question 2

Hypothesis

Answer 2

Specific predictions testable by observation, must be falsifiable.

Question 3

Scientific research is

Answer 3

general, public, cumulative, skeptical

Question 4

Content analysis

Answer 4

Allows researcher to describe the content of communication systematically objectively, and statistically. Can’t draw conclusions on effect.

Question 5

Coder

Answer 5

Person who examines and classifies content into categories.

Question 6

Coding agreement

Answer 6

Number representing coder agreement upon observation.

of times agreed/# of decisions

Question 7

Manifest content

Answer 7

Clear material that requires minimum observation by coder

Question 8

Latent content

Answer 8

Content that becomes apparent after being examined by coder.

Question 9

Unit of analysis

Answer 9

content that will be examined by coder

Question 10

Sample survey

Answer 10

Allows researcher to make a statistical summary about the phenomenon under investigation for a population.

Question 11

Cross sectional survey

Answer 11

Survey of a sample at a single point in time

Question 12

Trend study (longitudinal)

Answer 12

People surveyed the 1st time aren’t surveyed the 2nd over a period of time

Question 13

Cohort Study

Answer 13

Asses changes in a generational group but not the same individual

Question 14

Panel Study (longitudinal)

Answer 14

Same individuals over a period of time

Question 15

Statistically significant

Answer 15

A result that happens as change less than 5% of the time

Question 16

Experiment

Answer 16

Compares independent variable to the dependent variable in a controlled environment, while eliminating 3rd variables. Tests for Cause and Effect

Question 17

Random Assignment

Answer 17

Makes experimental groups equivalent. Results can be applied to the whole population

Question 18

Control group

Answer 18

Group that receives no treatment.

Question 19

Causality

Answer 19

One variable influencing another

Must have logical association b/w variables, constant time order, eliminate 3rd variables

Question 20

Random assignment

Answer 20

Everyone has an equal chance of receiving treatment or control group, making groups equal. results can be applied to the whole population.

Question 21

Ways of knowing

Answer 21

Experience, Authority, Science

Question 22

Magic bullet model

Answer 22

Media messages will have powerful effects on all viewers.

Question 23

Payne fund studies

Answer 23

First studies of mass media effects on children’s behaviors, attitudes, and sleep.

Question 24

people’s choice study

Answer 24

1940 presidential election (FDR vs Wendell Wilkie). Longitudinal panel study had a reinforcement effect on voters.

Question 25

Selective exposer

Answer 25

People are more likely to select media they will agree with

Question 26

Confirmation bias

Answer 26

The idea that people interpret information to confirm their beliefs.

Question 28

partial effects

Answer 28

Media does not affect everyone equally or in the same way.

Question 29

individual differences

Answer 29

characteristics that distinguish one person from another.

Question 30

emotion

Answer 30

a brief state of positive or negative arousal.

Question 31

Arousal

Answer 31

intensity of an emotion

Question 32

Valence

Answer 32

weather emotion is positive or negative.

Question 33

Developmental theory

Answer 33

Childrens reactions to media are different. Younger children think perpetually, and older children think abstractly.

Question 34

Perceptual stage

Answer 34

children can't distinguish between what can and can't occur in the real world.

Question 35

Conceptual stage

Answer 35

children are more scared of things that can happen in the real world. still developing logic skills.