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MC 2035 > exam 1 > Flashcards

exam 1 Flashcards

1
Q

mobile shift

A

over 7 billion subscriptions, 77% of world population, over took PCs as most popular way to get on the web, multitasking

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2
Q

how have apps killed the direct web

A

smartphone users spend 80% of their time on apps, search-based web becomes less important

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3
Q

advantages of digital vs. print

A

ubiquity, speed, permanence, search ability, ability to update, ability to remix, targeting, interaction, marketing via links, data feedback; transcends limitations

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4
Q

branding

A

apps; mobile universe is about branding

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5
Q

screens

A

HBO calls this “tv everywhere,” audiences go around traditional means of viewing content, digital billboards, micro-video

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6
Q

multi screen device usage

A

meshing, stacking, and shifting

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7
Q

API

A

code that allows apps to talk and share info

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8
Q

impacts to journalism industry

A

no more breaking news, NYT out of print by 2020, newsweek stops printing, times-picayune goes to three days a week in print

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9
Q

persuasion

A

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

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10
Q

identification

A

effective persuaders form relationships either to change or reinforce views

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11
Q

obvious and direct strategy of identification

A

straight to the point

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12
Q

anti thesis strategy of identification

A

us vs them

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13
Q

coercion

A

not the same thing as persuasion, threatening someone so they will agree with you

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14
Q

problems with linear model of communication

A

it assumes passive receiver, it assumes no feedback, it assumes type of channel doesn’t matter

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15
Q

rhetoric

A

the art of effective communication

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16
Q

key components of persuasion

A

ethos (credibility, trust), logos (consistency-logic), pathos (emotions-imagination)

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17
Q

persuasion today vs. ancient greece

A

core elements are the same, our media sets us apart and changes us as an audience and also the strategies we use as persuaders

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18
Q

oral culture

A

medium: face to face, experience: immediate, technique: poetry/stories, elders and story tellers have the power

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19
Q

literate culture

A

medium: writing, experience: evidence/separated, technique: print/reason, scribes, philosophers and historians have the power

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20
Q

electronic culture

A

medium: tv/radio, experience: perceived nearness, technique: emotional appeals, entertainers have the power

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21
Q

digital culture

A

medium: web 2.0, experience: interactivity, technique: CMC/relationships, authentic voices and relationship builders have the power

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22
Q

social networking sites

A

Facebook and google plus; users connect w people w similar backgrounds and interests; contain individual profiles, news feeds and groups

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23
Q

microblogs

A

twitter and tumblr; short updates; publicly available; updates go to any user subscribed

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24
Q

geo social networking

A

swarm and yelp; contains reviews of real world experience; connects online users w real world locations and events

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25
Q

media sharing networks

A

youtube, pinterest and flickr, insta, vine; share photos, video and GIFs

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26
Q

social news/bookmarking sites

A

reddit and stumble upon; organize, manage and save links; allow voting on links to increase popularity

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27
Q

attitude

A

a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to an object

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28
Q

key characteristics of attitude

A

directed towards objects; evaluative; learned; predispositions only

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29
Q

attitude formation: cognitive information

A

beliefs: ideas we have about what is true or false; organized on a continuum of central and peripheral

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30
Q

central beliefs

A

essential to one’s life and identity

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31
Q

peripheral beliefs

A

comparatively inconsequential

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32
Q

attitude formation: affective information

A

emotion, needs and values

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33
Q

attitude formation: past behaviors/experiences

A

positive experience=inclined to carry out action again; negative experience=avoid and tell others to avoid

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34
Q

central route processing

A

part of ELM; relies on logical, information based messages; requires audience motivation and ability; results in long term attitude change

35
Q

peripheral route processing

A

uses sensory or symbolic cues (music, celebrity, images); results in short term attitude change

36
Q

motivation

A

high motivation and ability=central route; low motivation and ability=peripheral route

37
Q

psychological consistency

A

we seek balance in our values, beliefs and behaviors and avoid the appearance of being inconsistent

38
Q

persuasive tactics using consistency theories

A

fat free, cholesterol free, low sodium etc.

39
Q

brand loyalty

A

type of marketing strategy; persuasive tactic using psychological consistency

40
Q

cognitive dissonance theory

A

if we are committed to our first belief we might rationalize and decide not to change our behavior

41
Q

dissonance

A

the uncomfortable pairing of two inconsistent ideas or beliefs

42
Q

pre purchase context

A

create dissatisfaction

43
Q

post purchase context

A

buyer’s remorse

44
Q

consumer responses of FCB model

A

degree of high/low involvement; degree of thinking/feeling

45
Q

elements of purchasing decisions

A

learn, feel and do

46
Q

taylor’s message strategy wheel

A

divided in to info, ego, social, sensory, routine and acute need

47
Q

ego

A

“i am me, this is who i am;” strong emotional attachment to brand or product category; typical message strategy: user image

48
Q

social

A

win the attention, approval or admiration of others; sub segments are romantic, family and others; typical message strategy: resonance, use occasion

49
Q

sensory

A

exactly like FCB quadrant 4; strategy: moments of pleasure

50
Q

routine

A

low product differentiation; strategy: hyperbole

51
Q

acute need

A

need arises abruptly; like to have product info but pressing need overrides info needs

52
Q

ration

A

desire lots of info; typical hierarchy of effects model; strategy: unique selling proposition, positioning, generic

53
Q

feelings

A

physiological experiences that occur in reaction to something

54
Q

emotions

A

belief systems that guide how we understand dour feelings and organize our responses to those feelings; most emotions are social constructions

55
Q

socialization theory

A

individuals acquire personality and learn the ways of life through a process of social interaction and identification

56
Q

pity appeals

A

use of narratives as tactics; negative portrayal of need=more $; positive portrayal of need=more involvement

57
Q

warmth appeals

A

sentimental, nostalgic folksy; images of friends, family; works through association

58
Q

humor appeals

A

captures attention; creates distraction; increase liking

59
Q

sex appeals

A

“using this will make you sexually appealing;” setting is important; could cause resentment; could be distracting; undesirable social consequences

60
Q

fear appeals

A

develop severity of the threat; prove likelihood of threat; show efficacy of suggested solution

61
Q

extended parallel processing model

A

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

62
Q

are fear appeals effective

A

depends on self esteem

63
Q

strategies for fear appeals

A

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

64
Q

perceived efficacy

A

solution is effective

65
Q

response efficacy

A

solution is available

66
Q

self efficacy

A

solution is feasible

67
Q

ethos practical wisdom

A

being broadly knowledgable and processing expertise

68
Q

ethos virtue

A

having good sense and moral character; virtue is key when assessing someone’s ethos

69
Q

ethos goodwill

A

possessing honorable intentions towards the audience

70
Q

source credibility

A

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

71
Q

source credibility trustworthiness

A

being seen by others as being safe and sincere

72
Q

source credibility expertise

A

the qualifications of the source (training, knowledge, intelligence)

73
Q

source credibility goodwill

A

perceived caring; taking a genuine interest in audience

74
Q

source credibility dynamism

A

charisma and boldness of the source

75
Q

source credibility composure

A

cool, calm and collected

76
Q

source credibility sociability

A

friendliness and likableness

77
Q

legitimation

A

outcome of credibility; power to gain acceptance for a point of view because of the status of an individual; can be reciprocal

78
Q

mystification

A

outcome of credibility; use of special symbols and technical jargon to communicate special authority and expertise to which others should defer

79
Q

transmedia

A

cross media

80
Q

transmedia storytelling

A

story that expands across multiple media: both digital and analog; story repeats less and expands more; unique pieces of content in each channel

81
Q

seriality

A

chunking; dispersal; radical intertextuality; multimodality

82
Q

what makes a good story

A

relevant: useful, right place and time, targeted, informative; unexpected: emotional, funny, shocking, entertaining

83
Q

7 story archetypes

A
  1. overcoming the monster
  2. rags to riches
  3. the quest
  4. voyage and return
  5. comedy
  6. tragedy
  7. rebirth
84
Q

6 steps to transmedia

A
  1. select target audience
  2. set objective
  3. write story: select archetype
  4. multimodality: build out the story though each medium
  5. layer the narrative: make sure each medium stands alone, but also contributes to the whole
  6. incentivize and/or use game mechanics to encourage interaction

MC 2035 (1 decks)

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