exam 1 Flashcards
mobile shift
over 7 billion subscriptions, 77% of world population, over took PCs as most popular way to get on the web, multitasking
how have apps killed the direct web
smartphone users spend 80% of their time on apps, search-based web becomes less important
advantages of digital vs. print
ubiquity, speed, permanence, search ability, ability to update, ability to remix, targeting, interaction, marketing via links, data feedback; transcends limitations
branding
apps; mobile universe is about branding
screens
HBO calls this “tv everywhere,” audiences go around traditional means of viewing content, digital billboards, micro-video
multi screen device usage
meshing, stacking, and shifting
API
code that allows apps to talk and share info
impacts to journalism industry
no more breaking news, NYT out of print by 2020, newsweek stops printing, times-picayune goes to three days a week in print
persuasion
how we think it works depends on how we think communication works, individual or group of individuals uses language strategies or symbols to make audiences identify (agree) with them, REQUIRES IDENTIFICATION
identification
effective persuaders form relationships either to change or reinforce views
obvious and direct strategy of identification
straight to the point
anti thesis strategy of identification
us vs them
coercion
not the same thing as persuasion, threatening someone so they will agree with you
problems with linear model of communication
it assumes passive receiver, it assumes no feedback, it assumes type of channel doesn’t matter
rhetoric
the art of effective communication
key components of persuasion
ethos (credibility, trust), logos (consistency-logic), pathos (emotions-imagination)
persuasion today vs. ancient greece
core elements are the same, our media sets us apart and changes us as an audience and also the strategies we use as persuaders
oral culture
medium: face to face, experience: immediate, technique: poetry/stories, elders and story tellers have the power
literate culture
medium: writing, experience: evidence/separated, technique: print/reason, scribes, philosophers and historians have the power
electronic culture
medium: tv/radio, experience: perceived nearness, technique: emotional appeals, entertainers have the power
digital culture
medium: web 2.0, experience: interactivity, technique: CMC/relationships, authentic voices and relationship builders have the power
social networking sites
Facebook and google plus; users connect w people w similar backgrounds and interests; contain individual profiles, news feeds and groups
microblogs
twitter and tumblr; short updates; publicly available; updates go to any user subscribed
geo social networking
swarm and yelp; contains reviews of real world experience; connects online users w real world locations and events
media sharing networks
youtube, pinterest and flickr, insta, vine; share photos, video and GIFs
social news/bookmarking sites
reddit and stumble upon; organize, manage and save links; allow voting on links to increase popularity
attitude
a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to an object
key characteristics of attitude
directed towards objects; evaluative; learned; predispositions only
attitude formation: cognitive information
beliefs: ideas we have about what is true or false; organized on a continuum of central and peripheral
central beliefs
essential to one’s life and identity
peripheral beliefs
comparatively inconsequential
attitude formation: affective information
emotion, needs and values
attitude formation: past behaviors/experiences
positive experience=inclined to carry out action again; negative experience=avoid and tell others to avoid
central route processing
part of ELM; relies on logical, information based messages; requires audience motivation and ability; results in long term attitude change
peripheral route processing
uses sensory or symbolic cues (music, celebrity, images); results in short term attitude change
motivation
high motivation and ability=central route; low motivation and ability=peripheral route
psychological consistency
we seek balance in our values, beliefs and behaviors and avoid the appearance of being inconsistent
persuasive tactics using consistency theories
fat free, cholesterol free, low sodium etc.
brand loyalty
type of marketing strategy; persuasive tactic using psychological consistency
cognitive dissonance theory
if we are committed to our first belief we might rationalize and decide not to change our behavior
dissonance
the uncomfortable pairing of two inconsistent ideas or beliefs
pre purchase context
create dissatisfaction
post purchase context
buyer’s remorse
consumer responses of FCB model
degree of high/low involvement; degree of thinking/feeling
elements of purchasing decisions
learn, feel and do
taylor’s message strategy wheel
divided in to info, ego, social, sensory, routine and acute need
ego
“i am me, this is who i am;” strong emotional attachment to brand or product category; typical message strategy: user image
social
win the attention, approval or admiration of others; sub segments are romantic, family and others; typical message strategy: resonance, use occasion
sensory
exactly like FCB quadrant 4; strategy: moments of pleasure
routine
low product differentiation; strategy: hyperbole
acute need
need arises abruptly; like to have product info but pressing need overrides info needs
ration
desire lots of info; typical hierarchy of effects model; strategy: unique selling proposition, positioning, generic
feelings
physiological experiences that occur in reaction to something
emotions
belief systems that guide how we understand dour feelings and organize our responses to those feelings; most emotions are social constructions
socialization theory
individuals acquire personality and learn the ways of life through a process of social interaction and identification
pity appeals
use of narratives as tactics; negative portrayal of need=more $; positive portrayal of need=more involvement
warmth appeals
sentimental, nostalgic folksy; images of friends, family; works through association
humor appeals
captures attention; creates distraction; increase liking
sex appeals
“using this will make you sexually appealing;” setting is important; could cause resentment; could be distracting; undesirable social consequences
fear appeals
develop severity of the threat; prove likelihood of threat; show efficacy of suggested solution
extended parallel processing model
when fear is aroused the receiver can respond with either; danger control (focus on solution) or fear control (focus on problem); persuaders goal is to activate danger control and avoid fear control
are fear appeals effective
depends on self esteem
strategies for fear appeals
with graphic appeals don’t exaggerate; make problem relevant to audience; provide specific action audience can take to resolve fear; make the solution easy to do
perceived efficacy
solution is effective
response efficacy
solution is available
self efficacy
solution is feasible
ethos practical wisdom
being broadly knowledgable and processing expertise
ethos virtue
having good sense and moral character; virtue is key when assessing someone’s ethos
ethos goodwill
possessing honorable intentions towards the audience
source credibility
an audience’s perception of the persuader and their believability; often linked tightly with a person’s or organization’s image; varies from person to person; it is a social construct; can change over time; largely subconscious; if successfully achieved the individual or organization can be granted great persuasive power but because it is constructed we need to ask what is truly real
source credibility trustworthiness
being seen by others as being safe and sincere
source credibility expertise
the qualifications of the source (training, knowledge, intelligence)
source credibility goodwill
perceived caring; taking a genuine interest in audience
source credibility dynamism
charisma and boldness of the source
source credibility composure
cool, calm and collected
source credibility sociability
friendliness and likableness
legitimation
outcome of credibility; power to gain acceptance for a point of view because of the status of an individual; can be reciprocal
mystification
outcome of credibility; use of special symbols and technical jargon to communicate special authority and expertise to which others should defer
transmedia
cross media
transmedia storytelling
story that expands across multiple media: both digital and analog; story repeats less and expands more; unique pieces of content in each channel
seriality
chunking; dispersal; radical intertextuality; multimodality
what makes a good story
relevant: useful, right place and time, targeted, informative; unexpected: emotional, funny, shocking, entertaining
7 story archetypes
- overcoming the monster
- rags to riches
- the quest
- voyage and return
- comedy
- tragedy
- rebirth
6 steps to transmedia
- select target audience
- set objective
- write story: select archetype
- multimodality: build out the story though each medium
- layer the narrative: make sure each medium stands alone, but also contributes to the whole
- incentivize and/or use game mechanics to encourage interaction
