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Comm 102 > EXAM 4 > Flashcards

EXAM 4 Flashcards

1
Q

Lasswell’s 3 major functions of mass media

A

survey the environment (keeps users informed)
correlation of environmental parts (helps form more accurate holistic views)
transmits societal norms and customs to new generations of viewers

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2
Q

Other major functions of mass media

A
  1. Entertainment
  2. Parasocial interaction
  3. Escapism
  4. Anxiety reduction
  5. Play
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3
Q

Transactional Model

A

characteristics of the message plus psychological orientation of viewer.

only effects as much as persons psych will allow. If the report relates to you you’ll be more effected

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4
Q

Gratification-Seeking and Audience Activity Model

A

pay more attention to a message that relates to you

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5
Q

Expectancy-Value Model

A

go in with an expectation, but evaluate after a new message

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6
Q

Assumptions of Uses and Gratifications

A

Audience activity varies
Media use for gratification
Social and psychological factors
Competition and mediation

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7
Q

Audience activity varies

A

selections based on

personal motivations, goals, and needs

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8
Q

Media use for gratification is either..?

A

proactive or passive

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9
Q

Generally recognized motives for media use

A 
Learning 
Habit 
Companionship 
Arousal
Relaxation 
Escapism
Diversion
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10
Q

Third-person effects

A

consumers perceive content

to affect others more than themselves

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11
Q

Parasocial Interaction

A

media consumers believe

celebrities are more like friends than strangers

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12
Q

Recent research on Facebook and IM

A

Instant messaging – develop and maintain relationships
Women – maintain relationships
Men – develop new relationships

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13
Q

Recent research on reality TV

A

Viewers live vicariously through featured participants Multitasking possible while viewing
Topic of conversation with other viewers
Competition reality programs gratify on an individual level

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14
Q

Innovation

A

An idea, practice, or object (e.g., product) perceived as

new.

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15
Q

Diffusion

A

The process by which an innovation is communicated

and spreads through certain channels over time among the members of a social system.

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16
Q

Adoption

A

The process by which an individual begins to attempt

and use an innovation

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17
Q

Diffusion an Adoption Process

A 
 Knowledge 
 Persuasion 
 Decision 
 Implementation 
 Confirmation
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18
Q

Knowledge

A 
An individual (or other decision-making
unit) is exposed to an innovation and gains some understanding of how it functions.
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19
Q

Persuasion

A 
An individual (or other decision-making
unit) forms a favorable or unfavorable attitude toward the innovation
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20
Q

Decision

A 
An individual (or other decision-making
unit) engages in activities that lead to a choice
to adopt or reject the innovation.
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21
Q

Implementation

A 
An individual (or other decision-making
unit) puts an innovation into use
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22
Q

Confirmation

A

seeks reinforcement of an innovation-decision already made, or reverses a previous decision to adopt or
reject the innovation

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23
Q

Innovation Adoption Curve type

A

S-Curve. At first only a few, then a lot, then it slackens

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24
Q

Adopter Categories

A 
 Innovators 
 Early adopters 
 Early majority 
 Late majority 
 Laggards
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25
Q

Innovators

A

2.5%

Tech enthusiasts

Shorter adoption period

Risk takers

Resources to absorb unprofitable innovations

Form cliques outside of local community

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26
Q

Early Adopters

A

13.5%

Visionaries who are respected for their willingness to try new innovations

Opinion leaders who are well connected in local community

Motivated to preserve respect

Seek greater knowledge of information

Greater exposure to mass media channels

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27
Q

Early Majority

A

34%

Pragmatists

Prefer to deliberate before deciding

Tend to avoid risk

Rely on recommendations from people who have used the product

Legitimize an innovation

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28
Q

Late Majority

A

34%

Skeptic

Wait until rest of community has it first

May adopt it unwillingly

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29
Q

Laggards

A

16%

Adopt only when certain the tech will not fail

Lengthy decision process

Suspicious of innovations

limited resources

Once adopted the innovation has become outdated

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30
Q

Critical Mass

A

once an innovation reaches a critical mass (5%-15%) the process takes of and is probably irreversible

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31
Q

Saturation level

A

when virtually everyone who is going to adopt it has done so

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32
Q

Factors Affecting Adoption Rates

A 
 Status incentives 
 Relative Advantage 
 Compatibility 
 Complexity 
 Trialability 
 Observability
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33
Q

Scales for second to last lecture???? pre smart phone post smart phone

A

..?

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34
Q

Status Incentives

A

The degree to which one desires to be first to use the innovation

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35
Q

Relative Advantage

A

The degree to which an innovation is perceived as better than the thing it is replacing

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36
Q

Compatibility

A

Degree to which an innovation is perceived as being consistent with the existing values, past experiences, and needs of potential adopters

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37
Q

Complexity

A

The degree to which an innovation is perceived as difficult to understand or use

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38
Q

Triability

A

Degree to which an innovation can be experimented with and discarded without undue costs

Can they try it?

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39
Q

Observability

A

Degree to which an innovations results are visible and measurable

40
Q

Minority Portrayals in TV

A

in 1970s Percentage of White characters increased beyond actual
population percentage, percentage of Black characters increased slightly but remained below actual population percentage

Other minorities were practically nonexistent

41
Q

Minority Portrayals in Motion Pictures

A

Blacks and other minorities historically were cast only in roles
specifically requiring a minority character

1990s films broke new ground

42
Q

Minority Portrayals in Advertising

A

1940s-1960s – Blacks appeared in only 3% of national
magazine ads, all were well-known entertainers, famous
athletes, or unknowns in servant roles

1970s-1980s – presence deteriorated; one study showed
only 2% presence, another <1% presence in ads

Studies showed White magazine readers did not respond
negatively to Black models

1990s – portrayal of characters of color in TV ads greatly
increases to overrepresent population percentages by more than double

Native Americans and disabled continue to be avoided

43
Q

Minority Portrayals: Character Role Comparisons

A

1975-1980 – Black men in TV minor roles and bit parts, fewer
leading and supporting roles

1970s – only 13% of Black-White interactions on TV shown as
friendly/respectful

1979 – Blacks and Native Americans portrayed as killers rather
than victims

1970s-1980s – characters of color usually in blue-
collar/service jobs but percentage depicted in professional/white-collar jobs exceeded numbers in society

Disabled characters – 75% portrayed with abnormal or deviant
personality traits; half were victimized during film

44
Q

Star Trek

A

Was a breakthrough racial melting pot. Also had the first interracial kiss on TV. Uhura one of the first black women on TV not as maid or nanny

45
Q

Look through current pictures in book

A

..

46
Q

Gender Schema Theory

A

stereotypes “pre-made schemas” affect how people view women

47
Q

1980s-1990s women on TV

A

31.5% of characters, now more like 40%. Portrayed as younger than males, not professionals of importance.

48
Q

Women in commercials

A

45-49% of people seen in commercials but likely to be sexualized

49
Q

Disney

A

Male characters outnumber females 199:83

Females performed more in-home labor

Males performed much wider range of out-of-home
jobs

Males held more positions of power than women

Characters aligned with femininity (passive,
dependent, emotional) and masculinity (aggressive, independent, unromantic, unemotional)

50
Q

Priming Studies

A

Majority audiences blame minority crime on personal
disposition, majority crime on unfortunate situation

Long-term exposure to stereotypical portrayals of Blacks has
been shown to result in subtle discriminatory thoughts among
Whites

51
Q

Cultivation Studies

A

Whites who are heavy TV viewers more prone to stereotype
Blacks as lower socioeconomically due to lack of initiative, not
lack of opportunity

White heavy TV viewers cultivated stereotypical attitudes
toward Hispanics; real-world contact lessened effects

52
Q

Some Media Effects on Health

A

Use of condoms increases during the AIDS
awareness campaign

A woman makes a check-up appointment after
hearing of Farah Fawcett’s battle with cancer

Children beg their mothers for sweetened breakfast
cereal advertised during a cartoon show

A teen decides to start smoking after seeing the film
Bridget Jones’ Diary

53
Q

Tobacco Research Findings

A 
83% of studies found causal link between media exposure and
smoking initiation (Nunez-Smith et al., 2010)

The higher the ad recognition, the more likely one is to smoke

Tobacco companies spend more advertising dollars at point of
purchase than all other advertising outlets combined

54
Q

Alcohol Research Findings

A

Alcohol use and abuse in young people higher than any other drug
including cigarettes and marijuana

Alcohol use by movie characters associated with early-onset
drinking among 10–14-year-olds

Studies focus on causal relationship between media and (1) start of
adolescent drinking and (2) increased consumption/drunk driving

Likelihood of adolescent drinking of beer or liquor directly related
to TV alcohol ad exposure

55
Q

Prescription Drugs Research Findings

A

1997 – FDA approved mass media advertising of Rx drugs directly
to the public, including magazines and television

Advertisements influenced many people’s behaviors

6% discuss advertised drug with doctor

30% of those were prescribed the drug

11.5% were prescribed the drug although doctor did not believe
it would help them

56
Q

Food Research Findings

A

Food commercials may have positive or negative effects depending
on nutritional value of food advertised

Food ads strongly related to childhood obesity, yet parental eating
habits much more influential

Ads for nutritional items with health benefits increases audience
awareness – e.g. 1980s ads for Kellogg’s All-Bran stressed anticancer benefits of high fiber and low fat

57
Q

TV and Health Research Findings

A

Smoking and drinking common on TV programs

20% of television episodes depict characters who smoke

American “thin standard” for women on TV linked to global
viewer eating disorders

Portrayals of sexual activity increasingly abundant but few
references made to safe sex practices or commitments – exposure linked to having sex earlier in life

58
Q

Films and Health Research Findings

A

Studies show portrayals of characters who smoke and drink
present even in G-rated movies and 75% of animated Disney
classics

Ill effects of drug use portrayed; drug addicts usually portrayed
as evil

Violent, sexually explicit films influenced college-age males to
trivialize rape and show more sexually callous attitudes toward women after viewing

59
Q

Health News Research Findings

A

News coverage of smoking dangers significantly impacts
numbers of people who quit

Framing of health stories can impact policy makers and affect
public health policy

Intense scrutiny can cause officials to act

Greatest impact on public policy at local level when experts in
agreement and media supports efforts of interest groups

60
Q

Risk-Learning Models

A

relate new information about health risks and the behaviors that minimize those risks

61
Q

Four Types of Messages that increase self-protective behavior

A

Severity
Vulnerability
Response Efficacy
Self-Efficacy

62
Q

Severity

A

show severe consequences of behavior

63
Q

Vulnerability

A

show ease of contracting disease

64
Q

Response Efficacy

A

show how protective behaviors reduce or cure disease

65
Q

Self-Efficacy

A

Show effectiveness of protective behavior

66
Q

Stereotype Priming Model

A

ex: smokers shown with yellow teeth/bad skin

67
Q

1960s internet

A

developed to share computer time for

military and academic researchers

68
Q

ARPA

A

developed by Advanced Research Projects

Agency of Defense Department – ARPAnet

69
Q

1971 internet

A

E-mail developed for users to communicate

70
Q

Late 1980s internet

A

World Wide Web developed by Tim

Berners-Lee for engineers to collaborate on the Web via HTML – HyperText Markup Language

71
Q

First Web browsers

A

Mosaic, Netscape

72
Q

Characteristics of Social Network Sites

A

Construct public profile within a bounded system

Connect with other users, such as “friends” and “followers”

View and traverse connections (and connections of
connections)

Also… (updated since book chapter) – “streaming”

73
Q

Personality Factors and Uses and Gratifications

A

800 million active Facebook users, 50% on any given day
(what is it now???)

Multitaskers more likely to use SNSs and stay on longer

Studies suggest SNS users do not seek out new people but
focus on established relationships

Collect info, reduce stress, record daily events, social
networking

74
Q

Effects on well-being

A

First-year undergrads use Facebook more than upperclassmen

Heavy use connected to lower self-esteem and academic
performance

Honest self-presentation results in greater happiness from
SNS use

75
Q

Negative Effects of SNS use

A

SNS users more dissatisfied with their own bodies after
viewing profiles of attractive users, social comparison

Fears of privacy invasion

Older users are afraid burglars will monitor posts to determine
whether they are home

Passive use linked to lower well-being

Active use not significantly linked

76
Q

5 Uses of Tradition Sites

A
  1. Document life events
  2. Commentary and opinions
  3. Express deeply felt emotions
  4. Articulate ideas through writing
  5. Form and maintain community forums
77
Q

Microblogging

A

focuses on interactivity, engagement,

and conversations, similar to SNS

78
Q

Twitters 3 main user motivations

A
  1. Information source – large group of followers
  2. Information seeker – users log on but do not post
  3. Friends – connections with people actually known
79
Q

Computer Mediated Communication

A

2010 – 107 trillion e-mails sent
2.9 billion e-mail accounts
Messages asynchronous – sent and received at convenience of
users
Verbal and nonverbal cues greatly reduced

80
Q

The Internet Paradox

A

One study found that although Internet is used mainly for
communication, heavier users found to be more lonely and
isolated

Subsequent studies show extroverted users benefit from online
socialization

Easily used to maintain contact with family and friends

81
Q

Social Capital

A

resources accrued from individuals

in a network

82
Q

Why does mobile matter?

A

Really fast adoption rates,implications for how users relate to space, size matters, cost matters, distinctions between mobile, portable and fixed

83
Q

Smartphone Era Effects

A

Perpetual contact – heightened sense of connection strengthens
social bonds

 Text messages symbolic of friendship/intimacy

 Diversified channels (apps & social media) = more diversified
connections fostered through mobile communication (opposite of cocooning)l

85
Q

Pre-Smartphone era effects

A

 Individual addressability through texting & calling tightens flows of
core network interaction

 New rhythms and rituals

 Heightened expectations for accessibility (among core ties)

 Concerns about social insularity – overly connected in “cocoons”
and “monadic clusters”?

85
Q

Mobile Effects on Youth Culture

A

siblings are divided by different media use experiences because things change so fast

heavy cell phone users more likely to steal, fight, drink, use drugs, and have sex

Heavy use linked to lower GPAs

86
Q

Private Use in Public Space of Mobiles

A

Forced eaves dropping, listening to halfalogue

Users for information more likely to engage in conversation with strangers

Users for relational purposes less likely to talk to strangers

87
Q

HMonadic Clusters

A

..?

88
Q

Absent Presence

A

Cell phone users physically present but minds are elsewhere

89
Q

Social Capital (Mobile?)

A

Civic Engagement, Political Involvement, Trust in Others, and Life Satisfaction

90
Q

Social Recreation (early finding for internet)

A

negatively linked to civic

engagement, trust in others, and life satisfaction

91
Q

Information Exchange (early finding for internet)

A

Positively linked to civic engagement, trust in others, and life satisfaction

92
Q

Information Exchange (mobile research)

A

positively linked to civic engagment & political

93
Q

Relational Use (Mobile research)

A

Not significantly linked to civic & political (in

this study)

94
Q

Recreational Use (Mobile Research)

A

positively linked to civic & political, but this

mostly applies to older users

95
Q

Theory of Planned Behavior

A

conscious predictors of attitudes, norms, & perceived behavioral control

96
Q

Habit

A

frequency PLUS automaticity

Comm 102 (4 decks)

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