Lecture 2 + Reading questions

Question 1

What is the idea of the magic bullet model?

Answer 1

This theory suggests that media and messages are directly received by a passive audience, just like a needle in a body.

Question 2

What is the Decatur study?

Answer 2

Is the two step flow of communication. This is from leaders/influencers to the public

Question 3

What is the cultivation theory? And what are the three orders?

Answer 3

Cultivation theory: ‘Exposure to media across time has influence on our perceptions about reality’

1st order: How often do you think something happens
2nd order: How do you perceive real life?
3rd: What happens in your behavior?

Question 4

What is the agenda-setting theory? And what are the three levels?

Answer 4

Agenda-setting theory: ‘the media can make certain topics more important to the public.’

1st level: Object
2nd level: Attributes
3rd level: Network

Question 5

Give an example of the agenda-setting theory.

Answer 5

News consistently mention environmental issues, influencing the public.

Question 6

What is the idea of the spiral of silence theory?

Answer 6

Idea: “An individual’s willingness to express their opinion is a function of how they perceive public opinion”

Question 7

Give an example of the spiral of silence theory.

Answer 7

Someone in a group discussion avoids expressing her unpopular political opinion, out of fear of isolation.

Question 8

What is the idea of the framing theory?

Answer 8

Idea: ‘The way information is presented determines the media effect’

Question 9

Give an example of the framing theory.

Answer 9

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Question 10

What is the idea of the social comparison theory?

Answer 10

Idea: ‘We determine our self-worth by comparing with others’

Question 11

What is the idea of the social cognitive/learning theory?

Answer 11

Idea: ‘Humans learn to act by observing other humans’

Question 12

What does the reinforcing spiral model by (Slater, 2007) show?

Answer 12

That the nodes ‘media use’ and ‘belief, attitude, behavior’ are all connected with each other.

Question 13

Give an example of the social comparison theory

Answer 13

Seeing a friend’s vacation photo on social media, you compare your own life and feel the urge to travel.

Question 14

Give an example of the social cognitive theory

Answer 14

A teen watches a YouTube video on skateboarding tricks, and then attempts them, learning through observation.

Question 15

What is the history of media effects in timeline?

Answer 15

1920 - Payne fund studies
1938 - War of the worlds
1940 - People’s choice study
1945 - Decatur study

Question 16

What is the definition of media effects?

Answer 16

Media effects are the deliberate and non-deliberate short- and long-term individual or collective changes in cognitions, emotions, attitudes, and behavior that result from media use

Question 17

What is the mainstreaming effect? And what has resonance to do with it?

Answer 17

Mainstreaming effect is a concept within cultivation theory. This effect suggests that as people watch more television, their views on social realities become more aligned with the ‘mainstream’ narrative presented on TV.

Resonance: means that if a viewer’s real-life environment strongly reflects what is seen on TV, the cultivation effect is stronger.