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Intro to Media Effects > Exam 2 > Flashcards

Exam 2 Flashcards

1
Q

Agenda Setting Theory

A

Repeated news coverage of an issue over time raises the importance of that issue in public mind

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2
Q

Agenda Setting assumes that…

A

the public does not have the ability to know all and must rely heavily on media

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3
Q

Agenda settings mode

A

if an issue is repeated (frequently) covered by the media people will think about that issue more

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4
Q

Unobtrusive issues

A

those we have little or no personal experience with

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5
Q

obtrusive issues

A

those that public can experience directly

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6
Q

Issue obtrusiveness

A

third variable (whether an issue is obtrusive or unobtrusive alters the relationship)

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7
Q

Need for cognition

A

basic level of interest in actively seeking out information

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8
Q

high need for cognition

A

actively seeking out information and critically process news

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9
Q

low need for cognition

A

passive news consumers; rely on shortcuts to get information

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10
Q

Frame

A

a central organizing idea

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11
Q

value of frames

A

supplies context, which simplifies the interpretation of that issue

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12
Q

Hostile Media Perception

A

viewers who hold strong views about an issue will perceive neutral media coverage as biased

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13
Q

Media Hybridity

A

In hybrid media enviorment, genres that were once uniformly enforced are now murky and contested

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14
Q

News Desert

A

a community with limited access to credible and comprehensive news

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15
Q

Goal of persuasion

A

to change or reinforce attitudes and behaviors

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16
Q

Persuasion

A

Communication with the goal of persistent change of attitudes and behaviors

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17
Q

Elaboration Likelihood Model

A

Prediction: There are two main routes by which people can be persuaded
2) Central
3) Peripheral

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18
Q

Central Route

A

motivated to process the message, pays close attention, knows a message is their, scrutinize the message

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19
Q

Peripheral Route

A

NOT motivated, NOT paying close attention, doesn’t try and scrutinize the message

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20
Q

How does the peripheral route make judgements?

A

1) Source credibility
2) Source attractiveness
3) Emotional response: humor & fear

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21
Q

Third Person Effect

A

People overestimate the influence of media on others, and underestimate the influence of media on themselves
ex: you’re obsessed w social media, not me

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22
Q

Why does the third person effect occur?

A

Self enhancement & Illusion of personal invulnerability

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23
Q

Self enhancement

A

We have a tendency to perceive ourselves in ways that make us look good or at least better than other people
Ex: you think im better than you? its because i am

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24
Q

Illusion of personal invulnerability

A

We have the tendency to be overconfident about the change of experiencing a positive event (or avoiding a negative one)

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25
Q

Health Campaigns (entertainment education)

A

Persuasive messages that encourage people to adopt healthy behaviors or reject unhealthy behaviors
(health campaigns often use emotional appeals)
Ex: Elmo teaching kids to brush their teeth

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26
Q

Fear Appeals

A

Fear Appeals are effective if they can convice audience severity of a threat, their vulnerability to a threat, and their ability to respond effectively
Ex: drunk driving commercial

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27
Q

Guilt Appeals

A

Guilt appeals induce a feeling that we’ve done something wrong by failing others or not completing an obligation
Ex: children in a commercial talking about their parents smoking might influence parents to stop smoking

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28
Q

Persuasive Framing

A

Selection, exclusion, and emphasis in persuasive message to accomplish attitude or behavioral goals
(ex: vitamin water not mentioning sugars or diet sweeteners)

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29
Q

Counter marketing

A

Using marketing tactics to challenge advertising messages for unhealthy products

30
Q

Reactance Theory

A

Prediction: If someone perceives persuasive pressure they will be motivated to regain freedom by doing what the persuasive message tells them NOT to do
Explanation: We don’t like to feel that our free choice is threatened

31
Q

Entertainment Education

A

Def: Inserting health messages designed to change behaviors into entertainment

32
Q

Benefits and Drawbacks of Entertainment Education

A
  • If audience likes or looks up to the main character of the program and the message is central to the plot, the message will be more persuasive
  • However, intended goal of the message may not correctly reach the audience; humor can make the health behavior message more difficult to identify
33
Q

Ad Targeting

A

The practice of targeting specific groups or individuals with persuasive messages through the use of demographic or psychographic information

34
Q

Demographic Information

A

Variables used to categorize people by life characteristics: race, gender, age, education level, income
EX: White married woman lives in AZ

35
Q

Targeted Food Ads

A

Television targeted to Black and Spanish children that includes ads for more fast food and sugar-sweetened beverages
(Also works for billboards in predominately black or latino areas)

36
Q

Psychographic Information

A

Variables used to reflect personality values, attitudes, and behavior
EX: Person prefers cats over dogs

37
Q

Algorithm

A

The set of rules a computer uses to complete a task

38
Q

Social Displacement

A

People who use the internet will have less time to spend with the people around them, and will get fewer benefits from their social networks
(negative effects all around)

39
Q

Social Augmentation

A

People who use internet to communicate will expand their social networks and get increased benefits
(positive effects all around)

40
Q

Social Compensation

A

For people with smaller social networks offline, the internet will increase their sense of connection; no effects for people who already have bigger networks offline
(both negative and positive effects)

41
Q

Digital Divide

A

Disparities in ACCESS to the internet and digital technology

42
Q

Usage Divide

A

Disparities in HOW PEOPLE USE the internet and digital technology

43
Q

Digital Media Affordances

A

the possibilities for interaction between users and their environment (including media)

44
Q

Transmission (affordance)

A

All users can broadcast messages to individuals or public

45
Q

Persistence (affordance)

A

Online expressions are automatically recorded and archived

46
Q

Replicability (affordances)

A

Content can be easily duplicated

47
Q

Scalability/Spread (affordance)

A

The potential visibility of content

48
Q

Searchability (affordance)

A

Content in networked publics can be accessed through search

49
Q

Personalization

A

Content can be micro-targeted to users based on characteristics and past online behaviors
Ex: cookies

50
Q

Portability (affordance)

A

Many digital devices can be easily transported and carried

51
Q

Filter Bubble

A

An enviorment, especially an online enviorment, in which people are exposed to only opinions and information that conforms to their existing beliefs

52
Q

Social Capital

A

The benefits we gain from having social connections; access to resources and information

53
Q

What are the two types of social capitals?

A

1) Bridging Social Capital
2) Bonding Social Capital

54
Q

Bridging Social Capital

A

weak ties among people who are less homogenous

55
Q

Bonding Social Capital

A

strong ties among people who are more homogenous

56
Q

Context Collapse

A

the flattening out of multiple distinct audiences in one’s social network, such that people from different context become part of a singular group of message recipients
Ex: a wedding, a bunch of different social circles come together for one event

57
Q

Meta-Analysis

A

A type of research study that analyzes findings from studies that have already been completed; average results across many studies to understand research trends

58
Q

Catharsis Theory

A

consuming violent media decreases violent behavior, and releases violent energy
ex: listen to sad song, scream cry into pillow

59
Q

Priming

A

Exposure to a stimulus influences the way we think or behave in another context
Ex: speaking with someone about climate change might have them connecting climate change with “severe weather” thoughts

60
Q

Effect Size

A

A statistical tool to determine the magnitude, or size, of an effect. Also known as “practical significance”

61
Q

Social Learning Theory

A

1) Prediction: If we observe violent or aggressive behavior, we are likely to model it in our own lives
2) Explanation: When we observe rewarded or punished for their behavior, we learn vicariously about how we should behave in similar situations

62
Q

Bobo Doll Experiment

A

Treatment Group: Watched an adult model attack a doll
Control Group: Watched an adult play with other toys and ignore the doll

Identification: Children and younger people are more likely to identify with a wide variety of characters (Identification lessens with age)

63
Q

Abstractive Modeling

A

Observing models to learn knowledge and skills to adapt for future use in similar situations (not imitation, adaptation)
Ex: Bobo Doll experiment
Ex: the son in big daddy throwing a stick in front of a runner because his dad did it and got a positve reaction

64
Q

Vicarious Reinforcement

A

Is the behavior you observe punished or rewarded?

65
Q

Inhibitory Effects

A

Seeing behaviors punished in media teaches us to model those behaviors
Ex: truth campaign

66
Q

Disinhibitory Effects

A

Seeing rewards for behaviors that is considered negative makes us more likely to model that behavior
Ex: bullying in a movie will make a child think it is okay to bully someone in reality

67
Q

Contextual Factors

A

Characteristics of a situation or an individual that determines whether an observed aggressive behavior is likely to be modeled

68
Q

Social Aggression

A

A type of aggression that damages a target’s self-esteem or social standing
(This can include gossip, dirty looks, etc). Includes indirect (like spreading rumor) and direct acts of aggression (verbal attacks)

69
Q

Ecological Validity

A

The extent to which a study represents the real world

70
Q

Accumulative Effects

A

the effects of media consumption over time
ex: agenda settings (if an issue is repeatedly covered by the media people will think more about the issue)

71
Q

Cultivation Theory

A

Media images mold society by the long-term presentation of relatively uniform visions of social reality
Ex: Parents watching a show with a lot of crime and then warning the kids about potential crime

72
Q

Efficacy

A

Whether we can or cannot do something?
Ex: in video games we can fly, in reality we cannot

Intro to Media Effects (3 decks)

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