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Psychology Unit 3 > MEDIA PSYCHOLOGY-media and persuasion > Flashcards

MEDIA PSYCHOLOGY-media and persuasion Flashcards

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1
Q

what is an attitude?

A

attitude is a disposition towards an object/situation that prompts individ to behave in certain ways

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2
Q

what are the stages?

A

4 stages which happens everytime media attempts to persuade you of their message

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3
Q

outline stages?

A

in order for attitude change 4 stages ; attention- notice the message, comprehension- understand the message, reactance= accept /reject message and attittude change= opion positive.

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4
Q

what is the however?

A

however in addition influences on attitude change relies on 3 factors; the source, the message and the audience.

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5
Q

what is the source?

A

person attempting to persuade

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6
Q

what is the message?

A

content of the message

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7
Q

what is the audience?

A

to whom the message is conveyed

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8
Q

more detail into source?

A

expert= more effective and credible than non , attractive and popular more effective than unpopular

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9
Q

more detail into the message?

A

more effective if we dont know to persuade and also if theres a moderate level of fear

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10
Q

more detail into the audience?

A

could be of high or low intelligence could be

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11
Q

research in source?- baron & byrne , omahnory & meenaghon

A

baron &byrne -why tv put experts in lab coats increase scientific status audeince need to believe person delievering the messgae h.w omahonry and meenaghon- celeb not ass effective as we imagine- biased

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12
Q

research in message?- putwai & synmes

A

do fear appeals work putwai and synmes

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13
Q

research in audience?- sinclair mark and clare

A

mood of audience may effect the way reposnd to message sinclair ,mark and clare

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14
Q

eval of hovland?

A

represented first systematic approach and udnerstanding of attitude changesamples used werent represented so therefore inappropriate to generalise to general populationno of studies that support the models

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15
Q

who thought of elm?

A

petty and cappacio

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16
Q

what factors do you take into consideration of route?

A

audience factors, processing factors, persuasion outcome

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17
Q

audience factor in central route?

A

audience have high motivation and ability to think about message

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18
Q

processing factors in central route?

A

deep processing, focused on the quality of the messages arguments

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19
Q

persuasion outcome in central route?

A

lasting attitude change that resists fading

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20
Q

audience factors in peripheral route?

A

low motivation and ability to think of message

21
Q

processing factors in peripheral route

A

superficial processing, look at factors such as attractiveness of communticator

22
Q

persuasion outcome in peripheral route

A

temporary attitude change that could fade

23
Q

need for cog?

A

need for gog- caim that some people differ high - cog= messaage and low cog= context

24
Q

eval of elm?

A

model takes in more detail than hovland with two routesit is oversimplistic, unlikely that people will either use eaach routdifficult to tell which type of processing people will use

25
Q

Attempts to persuade you with ?

A
  1. adverts2. political messages3.attitude campaigns 4. appeals
26
Q

adverts are designed to?

A

persuade to sell a product

27
Q

what route do adverts use?

A

peripheral route to develop more association with product e.g celeb as source to create feeling

28
Q

what are political messages designed to do?

A

sway peoples opinions

29
Q

what route do political messages use?

A

central route ,undermine the other party an give ideas politician wants to use

30
Q

what are attitude campaigns designed to do?

A

teach/educate/ alter opinons

31
Q

what routes do attitude campaigns use?

A

central and peripheral

32
Q

what are appeals designed to do?

A

get money/awareness

33
Q

what routes do appeals use?

A

mix of both routes

34
Q

what are the 4 principles of effective advertising?

A

1.capture attention2. comprehension3. reactance4. make it memorable

35
Q

how do they capture the attention?

A

depending on what we sell depends on what we need to contain e.g controversial, eyecathing

36
Q

how do they comprehend?

A

important in politcal and health campaign, controversial, facts, statistics

37
Q

how do they reactant?

A

create a variable association e.g summer drinks and relaxation

38
Q

what is a explanation on tv persuasion?

A

uses of grats exp

39
Q

what types are included in uses and grats?

A

escape, entertain and distract, social interaction, info and educate, identifcation

40
Q

explanations for tv persuasion?

A

target children celebrity endorsementcongruence

41
Q

what is research for target children?

A

martin 1997

42
Q

what happened for martin?

A

meta analysis found a strong positive correlation between age and understanding of persuasive content

43
Q

what other research with target children?

A

pester power children put pressure on their parents to buy advertised toys

44
Q

what are evaluations for target children?

A

pine and nash- amount of commericials watched and how many santa letters= strong postive relationship supported cultural differences. fewer gift request in swedish children due to no advertising to under 12s in sweden

45
Q

what is research for celebrity endorsement?

A

fowles 1990 20% adverts used celeb, they do make use with psr (giles) celebs = trustworthy and reliable

46
Q

eval of celeb endorsement?

A

research not effective as students more conviced by fictional student buying camera than celeb.

47
Q

what is reasarch for congruence?

A

bushman tv adverts remebered if connecting with programme content and content of tv ad and people more likely to remember advert if embedded in programme

48
Q

what is eval of congruence?

A

gender stereo in tv ads reinforce tradintioal role of woman. they propmote acceptance of these stereotypes no matter how bias or inapporpate they are

Psychology Unit 3 (19 decks)

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