exam 2

Question 1

According to Gerbner’s cultivation theory, which characters are most at risk in televised dramas? Which types of people are underrepresented on television? What are the consequences of these findings? What is the “mean world syndrome?

Answer 1

-certain types of people are more likely receive violence if they are more underrepresented
-Minorities are underrepresented and more victims of violence
-the elderly and younger people are more underrepresented than middle aged people
-African Americans and Hispanics are more likely to be underrepresented than Caucasian people
-mean world syndrome describes individuals who watch violence on tv and view the world as a more dangerous place than it actually is

Question 2

Describe the central claims and key concepts needed to understand the theory of uses and gratifications. Also, give an example from your personal life that demonstrates this theory.

Answer 2

-people select media content to fulfill specific needs and desires.
-People use media for gratification or to satisfy different psychological and social needs
-Audience members have varying reasons for selecting particular media content based on individual preferences and circumstances
-While watching tv growing up, I have realized I tend to lean towards sitcoms and comedies. I have always been prone to severe anxiety and am unmedicated. I believe that watching shows like these satisfied my needs to escape from the real world and have mindless entertainment.

Question 3

What are the three attitude zones? (social judgement theory)

Answer 3

-acceptance
-rejection
-noncommitment

Question 4

What is the Anchor position? (social judgement theory)

Answer 4

a comparison point based on our own attitudes when we hear a message we don’t agree with

Question 5

What role does ego-involvement play? (social judgement theory)

Answer 5

how crucial is an issue in our lives? how often do we think about it?

Question 6

Define the terms: Assimilation and Contrast effects (social judgement theory)

Answer 6

-contrast: When you hear a message that is further away from your anchor point…you will push that idea further away from yours
-assimilation: When an attitude is drawn closer to the anchor position so it seems that you have the same opinion as the speaker

Question 7

Understand the Central vs. Peripheral Routes of Persuasion (ELM model)

Answer 7

central route: thinking of the logistics
peripheral route: not taking consideration of attributes to the situation

Question 8

Describe the factors influencing which route used (ELM model)

Answer 8

-central route: looking at arguments and scrutinize evidence/cognitive effort
-peripheral route: shortcut/easy way of decision making… no active thinking about issue

Question 9

Consonance and Dissonance (cognitive dissonance theory)

Answer 9

-consonance: in agreement, behaviors in harmony
-dissonance: when behaviors and attitudes do not line up, there is psychological discomfort

Question 10

The $1/$20 experiment an the minimal justification hypothesis (cognitive dissonance theory)

Answer 10

students were asked a question and for a small incentive ($1) they told the truth, for a large incentive ($20) they lied because more was at stake

Question 11

When does one experience higher levels of dissonance? (cog. dissonance theory)

Answer 11

higher levels of dissonance:
-issue is important to us
-there is a greater discrepancy between behaviors and attitudes

Question 12

How do you reduce dissonance? (cog. dissonance theory)

Answer 12

attitude change
-avoid info, people, opinions we do not agree with

Question 13

Role of dissonance in persuasion (cognitive dissonance theory)

Answer 13

(post decision dissonance) when someone is persuaded to make a decision opposing their original beliefs, might experience dissonance

Question 14

Heavy vs. light television viewers (cultivation theory)

Answer 14

light- 2 hours/day, more selective
heavy- 4 hours/day, watch tv just because

Question 15

Mainstreaming and resonance (cultivation theory)

Answer 15

Mainstreaming- the blurring of differences in perceptions among people from various social backgrounds due to heavy exposure to television content(ex: broadcasts reach large audience)
resonance- a viewer’s real-life experiences are consistent or amplified by what they see on television

Question 16

Cultivation… is it instant or gradual? (cultivation theory)

Answer 16

gradual process

Question 17

Who is the typical victim of violence? (cultivation theory)

Answer 17

underrepresented (minorities, elderly, younger people, african americans, hispanic)

Question 18

What are the criteria for a news story to be considered important? (agenda setting theory)

Answer 18

whatthe media outlets want to present to the public over other issues

Question 19

who sets the agenda for the media (agenda setting theory)

Answer 19

-media (gatekeepers)
-candidates
-public relations
-compelling news events

Question 20

What are the two factors that influence a person’s media agenda? (agenda setting theory)

Answer 20

-relevance
-uncertainty

Question 21

What are the 5 assumptions regarding the Uses and Gratifications theory?

Answer 21

1.) people choose media content
2.) people select media to satisfy their needs/desires
3.)social/psychological factors shape our expectations about media
4.) media competes with other forms of com. to satisfy needs
5.) people are usually more influential than the media in this process

Question 22

What are some of the motives for media use? (uses and gratifications)

Answer 22

-self confidence
-pleasure
-empowerment

Question 23

What is mood management? How does it relate to U & G?

Answer 23

mood management suggests that people pick certain medias based on its ability to regulate their current emotional state

Question 24

What is media dependency? How does it relate to U & G?

Answer 24

media dependency proposes that the more people rely on a media, the more influenced they are by that media

Question 25

Explain the main terms of diffusion of innovation theory

Answer 25

1. awareness
2. interest
3. evaluation
4. trial
5. adoption

Question 26

explain the s curve in diffusion of innovation theory

Answer 26

1. innovation
   2.take-off
   3.mainstream adoption
2. saturation
   The shape of the S-curve represents all of the adopters over time. Initially, there’s slow growth (the flat part of the S), followed by rapid adoption (the steep upward slope), and finally, a plateau as the innovation reaches saturation within the population.

Question 27

Where did the original research begin within diffusion of innovations?

Answer 27

gabriel trade, s shaped curve, 1903

Question 28

explain the spiral of silence

Answer 28

the increasing pressure people feel to conceal their views when they think they are the minority

Question 29

what cues do people assess to determine public opinion (spiral of silence)

Answer 29

-media coverage
-social environment
-public relations

Question 30

fear of isolation (spiral of silence)

Answer 30

-the major force that accelerates the spiral

Question 31

who is willing to speak out (spiral of silence)

Answer 31

people who favor the majority position are more likely to speak out than those in the minority

Question 32

Understand the basic Premises of communication accommodation theory

Answer 32

individuals adjust their communication behaviors to achieve various social goals, adapt to different contexts, and manage relationships

Question 33

convergence and divergence (com. accommodation theory)

Answer 33

convergence- people change the way they speak to sound more like the people they’re interacting with
divergence- someone who linguistically stands out with the way they speak within a group

Question 34

Who are likely to converge? Diverge? (com. accommodations theory)

Answer 34

converge- people who want to create solidarity or similarity within a group
diverge- people who wish to keep a separate identity from the group

Question 35

Explain the notion of Face (face negotiation theory)

Answer 35

-public self image: the way you want others to see you
-facework: verbal and nonverbal messages aimed at restoring face loss and honorirng face gain

Question 36

Understand the difference between Individualistic vs. collectivistic cultures (face negotiation theory)

Answer 36

individualistic- i-identity, independent of others
collectivistic- we-identity, defined in terms of the group

Question 37

explain muted group theory

Answer 37

mutedness comes from the way opinions are discounted for and devalued within society due to lack of power (women and minorities)

Question 38

How are women a muted group? (muted group theory)

Answer 38

If men have a problem understanding women’s communication, they haven’t made an effort to find out

Question 39

What role do men play in muted group theory?

Answer 39

men have more public attention and frame the discussion
-“gatekeepers” of communication

Question 40

explain standpoint theory

Answer 40

how ones social position (culture, experiences) might change ones understanding of the world

Question 41

what creates societal inequalities (standpoint theory)

Answer 41

not acknowledging the perspectives of marginalized groups