Final

Question 1

3 Dimensions of Persuasion

Answer 1

Attitude - feeling
Behavior - actions
Persistence – do they stay

Question 2

Elaboration – Likelihood Model:

Two Main Routes to Persuasion

Answer 2

• Central Route – cognitive, highly rational. Buying a car.
• Peripheral route – Limited cognitive effort. Occurs through cues that may or may not be relevant to the message. Easier, but less persistent and open to change. Attractive salesmen example.

Question 3

Cultivation Theory

Answer 3

George Gerbner
The world of media entertainment presents a particular view
Mean world syndrome
Later versions were specified to content

Question 4

Mainstreaming (C. Theory)

Answer 4

feelings and opinions converge when different people view similar media

Question 5

Resonance (C. Theory)

Answer 5

If somebody’s real life environment is portrayed in the media, they get a “double dose.”

Question 6

Three ways to test Cultivation theory

Answer 6

Accessibility Principle – don’t know anything about the middle east except from news media. If they have a conversation about it they’ll draw on media experience.
Drench Hypothesis – draw our attention because they defy the status quo
Drip-drip-drip – Effects emerge after long term exposure

Question 7

Credibility

Answer 7

Expertise

Trustworthiness

Question 8

Simplicity & Repetition

Answer 8

More than 3 exposures causes boredom and “tuning out”

Simple is better, leads to better recall

Question 9

3rd Person Effect

Answer 9

Applies to everybody

The media have significant effects on others but not us

Question 10

Illusion of Personal Invulnerability

Answer 10

Applies to those familiar with persuasive methods
They think of themselves as persuadable
Easy subjects to persuasion if someone uses a method they aren’t familiar with

Question 11

High Vs. Low Cognition

Answer 11

The need for cognition always wins out, even beats out trust

Question 12

Agenda Setting Theory

Answer 12

McCombs and Shaw: press (media) can’t tell people what to think but they can tell you what to think about

Question 13

Framing Theory

Answer 13

Follow up to Agenda Set.:
Selection 
Emphasis
Exclusion
Elaboration
Snowstorm example

Question 14

Spiral of Silence

Answer 14

Elisabeth Noell Neumann

Motivation factor is fear of isolation

Question 15

Werther Effect

Answer 15

News coverage on suicide tends to beget suicides that are similar in nature

Question 16

Schema

Answer 16

Filing cabinet in your brain

Sister who got attacked by dog when she was little, still afraid of dogs now

Question 17

Role schema

Answer 17

Thoughts and expectations that we have for people are based on what we have seen from them

Question 18

Construction of social reality in media

Answer 18

Media can set false expectations
Twice as many males as female characters on TV
Males are 3 times more likely to appear in children’s cartoons, twice as likely in music videos, and 4 to 5 as voice over announcers
George Gerbner says it shows how has power in society
Socialization effect

Question 19

Body Dissatisfaction

Answer 19

Social comparissons
Lead to eating disorders
Males – muscle dissatisfaction, depression

Question 20

Perpetual Linkage

Answer 20

-Tendency to be constantly connected

Question 21

Robert Kraut: Carnegie Mellon Study

Answer 21

Gave people computers
Use of Internet was associated with a general decline in communication within the household
Made them less social

Question 22

Social Ties and Internet

Answer 22

Displacement of strong social ties

Kinds of relationships we form online tend to be weak tie relationships

Question 23

Social information processing theory:

Answer 23

People can still use verbal cues to form strong relationships online
Ultimately they may form at a slower place as opposed to face-to-face communication

Question 24

Media Multiplexity Theory

Answer 24

Caroline Hathornthwaite

More communication leads to greater closeness and more variety in media channels used to communicate.

Question 25

Cyber Overload:

Answer 25

Individual become so swamped with info that they cease to function normally

Question 26

Multi-tasking

Answer 26

Brain can only think of one thing at one time

But we can task switch