MEDIA PSYCHOLOGY-media and persuasion Flashcards
what is an attitude?
attitude is a disposition towards an object/situation that prompts individ to behave in certain ways
what are the stages?
4 stages which happens everytime media attempts to persuade you of their message
outline stages?
in order for attitude change 4 stages ; attention- notice the message, comprehension- understand the message, reactance= accept /reject message and attittude change= opion positive.
what is the however?
however in addition influences on attitude change relies on 3 factors; the source, the message and the audience.
what is the source?
person attempting to persuade
what is the message?
content of the message
what is the audience?
to whom the message is conveyed
more detail into source?
expert= more effective and credible than non , attractive and popular more effective than unpopular
more detail into the message?
more effective if we dont know to persuade and also if theres a moderate level of fear
more detail into the audience?
could be of high or low intelligence could be
research in source?- baron & byrne , omahnory & meenaghon
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
research in message?- putwai & synmes
do fear appeals work putwai and synmes
research in audience?- sinclair mark and clare
mood of audience may effect the way reposnd to message sinclair ,mark and clare
eval of hovland?
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
who thought of elm?
petty and cappacio
what factors do you take into consideration of route?
audience factors, processing factors, persuasion outcome
audience factor in central route?
audience have high motivation and ability to think about message
processing factors in central route?
deep processing, focused on the quality of the messages arguments
persuasion outcome in central route?
lasting attitude change that resists fading
audience factors in peripheral route?
low motivation and ability to think of message
processing factors in peripheral route
superficial processing, look at factors such as attractiveness of communticator
persuasion outcome in peripheral route
temporary attitude change that could fade
need for cog?
need for gog- caim that some people differ high - cog= messaage and low cog= context
eval of elm?
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
Attempts to persuade you with ?
- adverts2. political messages3.attitude campaigns 4. appeals
adverts are designed to?
persuade to sell a product
what route do adverts use?
peripheral route to develop more association with product e.g celeb as source to create feeling
what are political messages designed to do?
sway peoples opinions
what route do political messages use?
central route ,undermine the other party an give ideas politician wants to use
what are attitude campaigns designed to do?
teach/educate/ alter opinons
what routes do attitude campaigns use?
central and peripheral
what are appeals designed to do?
get money/awareness
what routes do appeals use?
mix of both routes
what are the 4 principles of effective advertising?
1.capture attention2. comprehension3. reactance4. make it memorable
how do they capture the attention?
depending on what we sell depends on what we need to contain e.g controversial, eyecathing
how do they comprehend?
important in politcal and health campaign, controversial, facts, statistics
how do they reactant?
create a variable association e.g summer drinks and relaxation
what is a explanation on tv persuasion?
uses of grats exp
what types are included in uses and grats?
escape, entertain and distract, social interaction, info and educate, identifcation
explanations for tv persuasion?
target children celebrity endorsementcongruence
what is research for target children?
martin 1997
what happened for martin?
meta analysis found a strong positive correlation between age and understanding of persuasive content
what other research with target children?
pester power children put pressure on their parents to buy advertised toys
what are evaluations for target children?
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
what is research for celebrity endorsement?
fowles 1990 20% adverts used celeb, they do make use with psr (giles) celebs = trustworthy and reliable
eval of celeb endorsement?
research not effective as students more conviced by fictional student buying camera than celeb.
what is reasarch for congruence?
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
what is eval of congruence?
gender stereo in tv ads reinforce tradintioal role of woman. they propmote acceptance of these stereotypes no matter how bias or inapporpate they are
