More Media Theory...

Question 1

media user more passive NOT active; Powerful Effect Theory: you see it, you do it; 1 to1 relationship btw media & behavior; media injects ideas into heads of audience members

Answer 1

Bullet/Hypodermic Model

Question 2

we watch who we agree with on TV; selective process

Answer 2

Selective Exposure

Question 3

distort messages to fit our beliefs; selective process

Answer 3

Selective Perception

Question 4

remember what we believe in; selective process

Answer 4

Selective Retention

Question 5

viewers imitate what they see on tv (observational learning); Bobo doll studies

Answer 5

Social Learning Theory

Question 6

1965 study; children shown film of a child interacting w/ Bobo doll; showed unusual acts of violence with some ending in consequences and others w/o consequences; put kids in room w/ Bobo doll to observe kids reaction; most kids copied behavior of what they saw on film. However, there was a slight exception for the kids whose film ended with consequences.

Answer 6

1965 Bobo Doll Studies

Question 7

ppl are influenced by media second hand NOT directly; media affects are indirect & mediated by opinion leaders; personal influence: Opinion leaders: family & friends had more effect than media, media had diff effects on diff ppl, major source of info abt candidates is other ppl

Answer 7

Multistep Flow

Question 8

George Gerbner; Exposure to television affects our view of the world; heavy viewers overestimate the amount of violent crime and their chance of being a victim of violent crime; too much media can make you paranoid

Answer 8

Cultivation Theory

Question 9

media violence acts as a cue that unleashes aggression; copy violent behavior from media

Answer 9

Priming

Question 10

importance of issues match the amount of coverage given to the media; media sets agenda by amount of coverage of topic

Answer 10

Agenda Setting

Question 11

media is a substitute for real violence; little or no supporting evidence for this hypothesis; ex. On has desire to punch someone& by just watching someone else punch someone relieves that desire &makes one feel better.

Answer 11

Catharsis hypothesis

Question 12

one of the pro-social effect of media; intended to close gap btw minority & majority children but actually ended up widening gap b/c poor kids didn’t have tv or channels and were playing outside instead; ex: Sesame Street

Answer 12

Informal Education

Question 13

Heavy views of media in minority groups may limit career aspirations; make ppl feel like that’s all they can do; ex. way women are portrayed only being teachers, housewives, nurses etc.

Answer 13

Prejudice