Exam 1 Flashcards
Ex: actor who says not to get the vaccine
authority
-speaks outside of expertise
-own interest to protect
What’s a limitation of content analysis?
Does not permit us to make inferences
What’s another limitation of content analysis
Finding the content but cannot tell anything about the effects
Cross-sectional survey
at one time
Longitudinal Trend Study
A survey with different people over a course of time
Longitudinal Panel Study
A survey with the same people over a course of time
Generalizable
results from a sample can be extended to the whole population
Random sample
equal chance of being selected
non-random sample
based on convience
ex: one person of each group
Powerful Effects Perspective
Media will have big effects on Person x
-Late 19th century
Limited effects perspective
media has no effect on person x
1940s-1970s
Partial Effects Perspective
the effect will depend on the type of content provided
-1980’s
Developmental Theory: Kids age 2-7 think ___?
Perceptually
Developmental Theory: Kids age 7+ think ___?
Conceptually
Sematic Affinaty
Media can have more or less similarity to current mood
Hedonic Valence
Media will be pleasant or unpleasant
Absorption potenital
Media will absorb us; not draw us in
Excitory potential
Media can be arousing or calming
Sensation Seekers (individual difference)
people who seek out stimulating activities
Gender Socialization
Individual differences between sexes
People’s Choice Study
study of the 1940 U.S. presidential election contest between Democrat FDR and Republican Wendell Willkie
3 Criteria for Causality
1) Logical association between variables
2) Constant time order (one comes before other)
3) Third variables must be eliminated
WWII Study
-experiment
-treatment vs. control
How many people were followed in People’s Choice study & how?
600 people and every fourth house (random sampling)
How many times did the voters get questioned in the People’s Choice Study
7 times
What method was the Peoples choice study
Longitudinal Panel Study
What is the conversion effect?
Process by which minority influence brings about internal, private change in the attitudes of a majority
What is the Reinforcement Effect?
When media exposure is not affecting the majority and instead it reassures the effects
Two-step
the transmission of information and ideas from mass media to opinion leaders and then to friends
What do you need to be an opinion leader?
Active news media users, held in high esteem by community, expert in one domain
What are the 3 ways of knowing?
experience, authority, and science
what are the 3 goals of science?
prediction, control, interpretation
Theory
set of statements that identify key variables, predicts how they are related and suggests an explanation
What are the characteristics of scientific research?
general, public, cumulative, skeptical
What are the 3 research methods
Content analysis, survey, experiment
What is reliability
the overall consistency of a measure
manifest content
material that’s obvious
latent content
content that has to be interpreted
correlation does not imply
causation
what is causality?
a relationship between two variables, such that one influences the existence of, or change of, another
what is the control group?
the group that does not receive the treatment
Instead of having a real effect on the soldiers for WWII study, what happened?
the ceiling effect
what is the ceiling effect
feeling super high with pride but not really getting an outcome
What is content analysis?
Looking at content and coming up with a question
what is a valence
whether emotion is positive or negative
individual differences
more or less characteristics from one person to another
what is the developmental theory?
ages 2-7 think perceptually while 7+ think conceptually
Mood management theory
how individuals select media to manage their moods
what are the four dimensions of media relevant to mood
1) sematic affinity
2) hedonic valence
3) absorbtion potential
4) excitatory potential
natural selection
the action of selecting media that you want to watch
what is the cumulative effect?
emotions just keep building on top of each other
what are individual differences?
personality, social and economic status, moral foundation, age and development, emotion processing and experiences
