EXAM 1 Flashcards
Cognitive Effect
Concerns how you think, knowledge and beliefs
Behavioral Effect
concerns what you do, concrete responses to messages. Observable
Affective Effect
Concerns how you feel, generates an attitude
Content-Irrelevant Effect
Time/Activity displacement effects, taking time away from…
Content-Dependent Effect
Watch violent movie -> becoming aggressive
Intended Effect
Persuasive campaigns
Unintended Effect
The effect was not intended by the media producers
Micro Effects
smaller individual effects probably?
Macro Effects
Effects could have societal information
Long-Term Effect
enduring, cumulative, delayed effects
Short-Term Effect
Changes take place right after exposure to the message
Encoding
Process of message construction
Decoding
Audience and effects, understanding, interpreting, and applying
Synthesis
any given media influence can be described as a combination of different dimensions of effects
Why do people study mass Comm?
application to public policy
benefits for media consumers
Federal Agencies
FCC FTC The Commission on Civil Rights House and Senate subcommittees Special Presidential Commissions
Federal Communications Commission (FCC)
Use of broadcast waves/ signals
Content diversity/ sex and violence in the media
The Federal Trade Commission (FTC)
advertising
media ownership concentration
Three Criteria for Causaity
correlation
time order
nonspuriousness
Conditional Effects
Moderators
Different people are effected by the same content
Categories
Indirect Effects
Mediator
media use generates changes in a variable, which in turn produces changes in dependent variable
Cross-sectional survey
surveying a single sample of some population at one time
Longitudinal Survey
Surveying at multiple times
Trend Survey
Cohort Survey
Panel Survey
Trend Survey
Uncovering over-time trends in a society
Cohort Survey
Uncovering changes occurring to a generational group over time
The individuals surveyed are not the same individuals but belong to the same generational cohort
Panel Survey
uncovering changes occurring to individuals
Long term media effects
retention is an issue
can be costly
Treatment Group
IV is different in this group
Non-Treatment group
Control group
Randomization
randomly select participants rule so the groups are equivalent
Manipulation of IV
in order to see whether the changes in IV lead to corresponding changes in DV
Comm Research for Public Policy
usually paid for by FCC
Comm Research for Producers
can help media people make their ads persuasive
Comm Research for Audiences
Can provide parents and educators with important info about media, and helps consumers understand how to mitigate negative effects
Comm Research for Theory Building
helps understand why and how media effects occur
Folk Wisdom
loaded with “truth” and considered accepted knowledge (not always valid)
Authority
Truth is established through a trusted source such as religious leaders, gov officials, and experts
Science
Logical, Systematic, Empirical, helps us avoid human errors
Goals of Science
Explanation and understanding, prediction, and control
Selective Observation
tend to focus only on certain events that support our interests and ignore others
overgeneralization
take one or a few observations and say it represents a group that it doesnt
Ways to get around human error
anonymous peer reviewers and representative samples, replications
Mystification
belief that certain things are unknowable
Spuriousness
caused by a third variable
conditional
not everyone may be affected the same way, same media can cause different effects
Meta-Analysis
review previous studies on the same topic, synthesize the findings
