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Comm 102 > EXAM 3 > Flashcards

EXAM 3 Flashcards

1
Q

Micro Effects

A

individuals

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2
Q

Macro Effects

A

political system, institutions, society

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3
Q

Periodic Effects

A

elections

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4
Q

Continuous Effects

A

media scrutiny of politicians

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5
Q

Interest in Political Communication increased after 1970

A
  1. Voting behaviors became unpredictable
  2. Increased concern for TV negative effects
  3. European studies received attention and stimulated
    additional research
  4. Emphasis on cognitive dimensions expanded research focus
  5. Interest in negative political advertising/campaigning;
    decreased voter turnout
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6
Q

Ideal Functional Goals of mass media in a democracy

A
  1. Surveillance of events that impinge on citizen welfare
  2. Identify issues – origins and resolution options
  3. Provide advocacy platform for spokespersons 4. Transmit diverse content among and between politicians and
    public
  4. Scrutinize government for accountability
  5. Provide information so citizens become active participants
    not spectators
  6. Resistance to subversion of media autonomy
  7. Respectful consideration of audience as thoughtful,
    concerned citizens
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7
Q

Actual shortfalls of mass media

A
  1. Profit-dominated entity
  2. Covers pseudo events to entertain and attract audiences
  3. Covers events rather than issues
  4. Issues addressed from viewpoint of news network’s
    institutional agenda
  5. Dramatization of coverage
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8
Q

Political advertising

A

presents particular candidate images,

information about key issues, sometimes influencing voting

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9
Q

Framing

A

abstract notions that media use to present news in

particular way, often using metaphors or catchphrases

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10
Q

Normalization

A

issues can be solved within existing system

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11
Q

Micro Level Political Communication Effects

A
  1. Formation and change of opinion
  2. Cognitive effects
  3. Individual perceptions of political system
  4. Political (voting) behavior
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12
Q

Formation and change of opinion

A

Early voting studies found media had limited impact on
audience opinions
Later studies indicated political media messages produced
stronger effects than previously thought
Several studies have used persuasion models (ELM, reasoned
action) as basis for understanding political effects

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13
Q

Cognitive Effects

A

Agenda Setting
Priming
Knowledge Gain
Framing and Interpretation

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14
Q

Framing and interpretation

A

journalistic framing and tone
of story presentation affects message interpretation by
audience

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15
Q

Priming

A

exposure to message activates related thoughts

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16
Q

Knowledge gain

A

audience learns although not persuaded

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17
Q

Voter Perceptions

A

Are voters motivated by self-interest or broader concerns?
TV coverage may give perception that individuals are
responsible for social problems
Episodic vs. thematic framing
Spiral of silence – those who don’t agree with majority view
afraid to speak up

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18
Q

Political Behavior

A

Voting is a complex behavior influenced by many factors
Political advertisements have proven effective
People remember negative ads more than positive ads
Failure to respond to negative ads can be disastrous

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19
Q

Negative Ads Effective when

A
  1. perceived as fair

2. focus on important issues

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20
Q

Descriptive Macro Studies

A

Only small number of citizens are politically active and
informed
High cost of political advertising forces brevity and misplaces
emphasis from comprehensive discussion of issues to superficial factors such as appearance/image
Discussion networks affect civic participation

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21
Q

Macro Level Effects on Policy Making

A

Investigative reporting contributes to civic reforms Local media publicity needed to support costly civic projects
Publicity helps lawmakers achieve goals/raise money

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22
Q

Gregen’s notion of monadic clusters

A 
Mobile communication (strong ties)-------> Small, likeminded enclaves------> Political detachment or
Dialogic disruption
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23
Q

Individual characteristics of factors that influence media effects

A

higher education level

informed people are less likely to be affected by agenda setting

political partisanship

personal skepticism of media affects ability to learn from news

interest in political communications

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24
Q

Information Processing

A

Level 1 Skimming

Level 2 Reading

Level 3 Reading and discussion

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25
Q

Agenda Setting

A

A type of communication effect showing a strong link
between importance placed on issues by news media and importance of issues to public
News media set public agenda but causal direction
between news media and public difficult to establish in a compelling way
Public opinion measured before and after media
coverage of issues
Election campaigns suitable for study and popular
among researchers

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26
Q

Gatekeeping

A

time and space restraints restrict information flow

control over flow of news information by media professionals

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27
Q

Attribute Agenda Setting

A

press coverage of certain

issue attributes influences voters

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28
Q

Framing

A

viewpoints, sources used, and word choices invite people to think about an issue in a particular way

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29
Q

Walter Lippmann

A

columnist, social commentator

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30
Q

Pseudo-Enviornment

A

news is merely a reflection of reality and therefore can be distorted

31
Q

The Cognitive Paradigm

A

1960-70s researchers rejected persuasion paradigm
to explain agenda-setting effects
Three factors influence each other bidirectionally

32
Q

The 3 Factors of the cognitive paradigm

A
  1. A person’s behavior
  2. A person’s cognitive abilities
  3. Environmental events
33
Q

Chapel Hill Study

A

???

34
Q

Agenda Setting research

A

Phase 1: Initial Study
Chapel Hill Study (1972), McCombs & Shaw

Phase 2: Replication
Charlotte Voter Study (1977), Shaw & McCombs
Laboratory Study (1982), Iyengar, Peters, & Kinder

Phase 3: Contingent Factors
1976 Candidate Study (1981), Weaver, Graber,
McCombs, & Eyal

Phase 4: Who Sets the Media Agenda?
Media Agenda Sources (1991), Shoemaker & Reese

35
Q

1976 Candidate Study (1981)

A

Examined dynamics of voters’ perceptions of candidates and
news media portrayals

Contingent factors affect agenda-setting process
Occupation
Education
Geographic location

36
Q

Charlotte Voter Study (1977)

A

Voters with greater orientation needs or who used mass media more
often were more likely to have agendas matching media agenda

37
Q

Laboratory Study (1982)

A

Research participants who viewed stories about weak US defense capabilities rated issue more important

38
Q

Media Agenda Sources (1991)

A 
Many influences on daily media agenda 
     Sociological factors related to news organization and outside
agencies
     Ideological factors
     Reporter and editor individuality 
     Media work routine
39
Q

Key sources of media routines

A

Audience
Media Organization
external Sources

40
Q

Audience Routines

A

 Institutional news values
 Defensive routines - “objectivity”
 The structure of the story and audience appeal – the story-telling approach

41
Q

Media Organization

A

The “news net”
Pre-defined “angles” Scripts
Reliance on other media
Reliance on wire services

42
Q

the news net

A

“Beat” system of local newspapers
Deadlines
Planned events

43
Q

External Sources

A

Routine channels

Informal channels

Enterprise channels

Source bureaucracy

44
Q

Frames of reference

A

a person’s perceptions of the world

45
Q

Prospect theory

A

depends on point of reference of info given

46
Q

Psychological roots of framing theory

A

micro-level studies of

individuals

47
Q

Sociological roots of framing theory

A

macro-level studies of society

48
Q

Attribution theory

A

people simplify their perceptions of social

reality by making judgments about what causes others to act

49
Q

Frame analysus

A

rely on socially shared meanings to

categorize info into “schemas” or primary frameworks

50
Q

Effects of Framing

A

Frames invite people to think about things in a
certain way

Both accessibility and applicability are important
processes in framing

51
Q

Frame building

A

how frames are constructed by news professionals

52
Q

frame setting

A

examines effects on audiences

from news frames

53
Q

Types of Frames

A

Gains versus losses Episodic (specific event) versus thematic (reported
within general context)
Strategy versus issue Human interest Conflict Economic consequences Typing limits research and ignores cultural “master
frames”

54
Q

Cultivation theory

A

over time, heavy television

viewers develop world views similar to what is seen on television (mean world syndrome)

55
Q

Institutional process analysis

A

how messages are

made, managed, and distributed

56
Q

Message system analysi

A

the way images are

portrayed in media content

57
Q

Two research methods for cultivation research

A
  1. Content analysis of TV programs

2. Survey methods to evaluate viewer perceptions

58
Q

Examples of how TV distorts reality

A

Young, energetic, appealing characters
Older people rare and often portray sick or dying characters
Violent crime involves more than half of all characters – in
reality less than 1%

59
Q

Mainstreaming

A

a dominant set of attitudes and values is repetitively presented on TV

60
Q

Resonance

A

some real-world events support

distorted image and reinforce cultivation effect

61
Q

Cognitive Paradigm

A

viewers learn from watching

television then construct an outlook on real world from what was learned

62
Q

Availability heuristic

A

cognitive shortcuts accessible to heavy viewers enable quick responses about social reality that access portrayals on television

63
Q

Mental Models approach

A

focuses on how people
construct thoughts about things

Malleable
Considers interaction of memories, reasoning, experiences
Television stories are situation models that can be used to
interpret new situations

64
Q

Heavy television viewers:

A

Romanticized and were more accepting of single-parent
families and unwed mothers

Believed luxury items were more easily available

Are less likely to have knowledge of environmental issues

65
Q

Children who are heavy television viewers:

A

Hold erroneous and unhealthy views of nutrition

Exhibit earlier onset of smoking

Have greater acceptance of gender/sexual stereotypes

Have negative perceptions of mentally ill

66
Q

Heavy television news viewing leads to

A

overestimation of juvenile crime problems

67
Q

Heavy crime drama viewing leads to

A

concern for crime in society

68
Q

Longitudinal study found players of a video game likely

to

A

overestimate real-world tendencies to armed robbery

69
Q

LOOK INTO WEEK 7 PPT

A

SECTION

70
Q

Reasons given for fright appeal

A
  • Catharsis
  • Identification or “vicarious experience”
  • Noxious experience
  • Religious experience
  • Gender socialization
71
Q

Catharsis

A

when audience members witness graphic violence on the screen or read about it in books, they purge or rid themselves of their own violent tendencies or inclinations

72
Q

identification/vicarious experience

A

Viewers get sadistic pleasure by identifying with monsters and killers.

73
Q

noxious experience

A

Viewers can enjoy the relief they feel when the scary media experience is over. One researcher compares to the sudden end to a bad toothache.

Comm 102 (4 decks)

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