Final Flashcards
3 Dimensions of Persuasion
Attitude - feeling
Behavior - actions
Persistence – do they stay
Elaboration – Likelihood Model:
Two Main Routes to Persuasion
- 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.
Cultivation Theory
George Gerbner
The world of media entertainment presents a particular view
Mean world syndrome
Later versions were specified to content
Mainstreaming (C. Theory)
feelings and opinions converge when different people view similar media
Resonance (C. Theory)
If somebody’s real life environment is portrayed in the media, they get a “double dose.”
Three ways to test Cultivation theory
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
Credibility
Expertise
Trustworthiness
Simplicity & Repetition
More than 3 exposures causes boredom and “tuning out”
Simple is better, leads to better recall
3rd Person Effect
Applies to everybody
The media have significant effects on others but not us
Illusion of Personal Invulnerability
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
High Vs. Low Cognition
The need for cognition always wins out, even beats out trust
Agenda Setting Theory
McCombs and Shaw: press (media) can’t tell people what to think but they can tell you what to think about
Framing Theory
Follow up to Agenda Set.: Selection Emphasis Exclusion Elaboration Snowstorm example
Spiral of Silence
Elisabeth Noell Neumann
Motivation factor is fear of isolation
Werther Effect
News coverage on suicide tends to beget suicides that are similar in nature
Schema
Filing cabinet in your brain
Sister who got attacked by dog when she was little, still afraid of dogs now
Role schema
Thoughts and expectations that we have for people are based on what we have seen from them
Construction of social reality in media
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
Body Dissatisfaction
Social comparissons
Lead to eating disorders
Males – muscle dissatisfaction, depression
Perpetual Linkage
-Tendency to be constantly connected
Robert Kraut: Carnegie Mellon Study
Gave people computers
Use of Internet was associated with a general decline in communication within the household
Made them less social
Social Ties and Internet
Displacement of strong social ties
Kinds of relationships we form online tend to be weak tie relationships
Social information processing theory:
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
Media Multiplexity Theory
Caroline Hathornthwaite
More communication leads to greater closeness and more variety in media channels used to communicate.
Cyber Overload:
Individual become so swamped with info that they cease to function normally
Multi-tasking
Brain can only think of one thing at one time
But we can task switch
