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Comm 102 > EXAM 1 > Flashcards

EXAM 1 Flashcards

1
Q

Cognitive Effect

A

Concerns how you think, knowledge and beliefs

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2
Q

Behavioral Effect

A

concerns what you do, concrete responses to messages. Observable

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3
Q

Affective Effect

A

Concerns how you feel, generates an attitude

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4
Q

Content-Irrelevant Effect

A

Time/Activity displacement effects, taking time away from…

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5
Q

Content-Dependent Effect

A

Watch violent movie -> becoming aggressive

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6
Q

Intended Effect

A

Persuasive campaigns

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7
Q

Unintended Effect

A

The effect was not intended by the media producers

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8
Q

Micro Effects

A

smaller individual effects probably?

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9
Q

Macro Effects

A

Effects could have societal information

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10
Q

Long-Term Effect

A

enduring, cumulative, delayed effects

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11
Q

Short-Term Effect

A

Changes take place right after exposure to the message

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12
Q

Encoding

A

Process of message construction

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13
Q

Decoding

A

Audience and effects, understanding, interpreting, and applying

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14
Q

Synthesis

A

any given media influence can be described as a combination of different dimensions of effects

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15
Q

Why do people study mass Comm?

A

application to public policy

benefits for media consumers

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16
Q

Federal Agencies

A 
FCC
FTC
The Commission on Civil Rights
House and Senate subcommittees
Special Presidential Commissions
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17
Q

Federal Communications Commission (FCC)

A

Use of broadcast waves/ signals

Content diversity/ sex and violence in the media

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18
Q

The Federal Trade Commission (FTC)

A

advertising

media ownership concentration

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19
Q

Three Criteria for Causaity

A

correlation
time order
nonspuriousness

20
Q

Conditional Effects

A

Moderators
Different people are effected by the same content
Categories

21
Q

Indirect Effects

A

Mediator

media use generates changes in a variable, which in turn produces changes in dependent variable

22
Q

Cross-sectional survey

A

surveying a single sample of some population at one time

23
Q

Longitudinal Survey

A

Surveying at multiple times

Trend Survey
Cohort Survey
Panel Survey

24
Q

Trend Survey

A

Uncovering over-time trends in a society

25
Q

Cohort Survey

A

Uncovering changes occurring to a generational group over time
The individuals surveyed are not the same individuals but belong to the same generational cohort

26
Q

Panel Survey

A

uncovering changes occurring to individuals
Long term media effects
retention is an issue
can be costly

27
Q

Treatment Group

A

IV is different in this group

28
Q

Non-Treatment group

A

Control group

29
Q

Randomization

A

randomly select participants rule so the groups are equivalent

30
Q

Manipulation of IV

A

in order to see whether the changes in IV lead to corresponding changes in DV

31
Q

Comm Research for Public Policy

A

usually paid for by FCC

32
Q

Comm Research for Producers

A

can help media people make their ads persuasive

33
Q

Comm Research for Audiences

A

Can provide parents and educators with important info about media, and helps consumers understand how to mitigate negative effects

34
Q

Comm Research for Theory Building

A

helps understand why and how media effects occur

35
Q

Folk Wisdom

A

loaded with “truth” and considered accepted knowledge (not always valid)

36
Q

Authority

A

Truth is established through a trusted source such as religious leaders, gov officials, and experts

37
Q

Science

A

Logical, Systematic, Empirical, helps us avoid human errors

38
Q

Goals of Science

A

Explanation and understanding, prediction, and control

39
Q

Selective Observation

A

tend to focus only on certain events that support our interests and ignore others

40
Q

overgeneralization

A

take one or a few observations and say it represents a group that it doesnt

41
Q

Ways to get around human error

A

anonymous peer reviewers and representative samples, replications

42
Q

Mystification

A

belief that certain things are unknowable

43
Q

Spuriousness

A

caused by a third variable

44
Q

conditional

A

not everyone may be affected the same way, same media can cause different effects

45
Q

Meta-Analysis

A

review previous studies on the same topic, synthesize the findings

Comm 102 (4 decks)

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