Media Flashcards
1
Q
SLT
A
- Learning occurs through reinforcement as behaviours are rewarded and so imitated
- Bandura outlined 4 steps: attention, retention, reproduction and motivation
- If observers identify with those who commit aggressive acts and there more realistic the more likely they’ll be imitated
2
Q
Cognitive priming:
A
“Cues” presented in the media affects behaviour, people remember violent and pro-social acts in the media as scripts for later behaviour, being in a comparable situation will trigger these behaviours, however it’s not an exact imitation of what’s observed
3
Q
Desensitisation
A
- the reduction of cognitive and emotional response to stimulus
- repeated exposure of violence reduces its impact on individuals
- increases chances of them being violent as are separated from the consequences
4
Q
Pro/anti social evaluation
A
- pro-social acts are less obvious and hard to count
- a lot of research on explicitly pro-social media not mainstream media
- methodologies are over simplistic, just counting behaviours. Only correlational
- research doesn’t actually show desensitisation makes people more aggressive
5
Q
Effects of video games on behaviour:
A
- players have active roles and takes up large periods of individuals time
- can cause addiction problems and aggression is often rewarded
- excessive play could lead to desensitisation
- put can have positive impacts such as releasing stress
6
Q
Video Games evaluation
A
- a lot of research done by gaming industry meaning it has a bias
- only correlational and desensitisation is difficult to measure objectively
7
Q
Effect of computers on behaviour
A
- growing source of influences, 45% of waking hours on electronic media in the UK
- positive tool for communication and learning
- risk of dependency on technology and lack of face to face communication skills
8
Q
Computers evaluation
A
- risk of exposure to harmful material
- most research based on questionnaires
- too simplistic to label as just good or bad influences
9
Q
Hovland-Yale model
A
- attitude change is a response to communication, 4 factors were identified
- Communicator; experts are seen as more persuasive
- Message; 2 sided arguments and associating emotions are more effective
- Channel; must be appropriate to circumstance
- Audience; some more persuadable than others
10
Q
Hovland-Yale evaluation
A
- wealth of research, but doesn’t show which factors are most important
- doesn’t identify how persuasion occurs
- most research was laboratory based and collected by self report
11
Q
Elaboration likelihood model
A
Model concentrates on cognition rather than content, persuasion occurs through 2 routes
- Central route, receivers have motivation and ability to think about messages and can comprehend them, these are more resistant to counter arguments
- Peripheral route, when messages don’t impact through CR they can still be processed by PR, if cues are present, in a more passive way, persuasion can occur, these messages must be consistent, likable, come for expertise or authority and have an element of scarcity
12
Q
Persuasiveness of TV advertising
A
- Hypodermic effect, Ad’s are targeted at a specific audience and are then passive recipients and easily manipulated
- 2 step flow theory; adverts are filtered through opinion leaders who then pass on the message to the rest of society, audience are active in the process
- Uses and gratification theory; people are active processer and use ads to fulfil needs, Audience and Ad’s interact to produce an effect, areas of gratification are escape, social interaction, identification, education and entertainment
13
Q
Persuasiveness of Advertising evaluation
A
- Growth of internet advertising may affect future TV advertising
- Fails 90-99% of the time
- Research is hard to obtain accurately as advertising budgets are often private
14
Q
Social Psychological explanations
A
- attractive due to enviable lifestyle, wealth and glamour
- act as role models to imitate and in belief they’ll get similar attractiveness
- parasocial relationships created and perceived as real
- exposure effect suggest just repeated exposure is enough to enhance perception of them
- Personality factors could influence attraction
15
Q
Socio-psychological explanation evaluation
A
- studies into personality types and attraction lack credibility as involve retrospective analysis
- majority of research done in western world
- ignore important role of biological factors
