Quiz 3 Flashcards
What are the four dimensions of the analytical tools
Timing
Valence
Intentionality
Type
Focuses your attention more on WHEN evidence of the effect starts to show up than HOW LONG the effect lasts
Timing of Effects
Effect that occurs during your exposure to a media message
Immediate Effect
Example of an immediate effect
Viewing a friends facebook and learning something new with their lives
Effects that show up only after many exposures. PATTERN of repeated media exposures
Long Term Effect
Example of Long Term Effect
After years of being exposed to ads we become more materialistic
Two reasons that immediate effects are easier to notice than long term effects
- ) Immediate effects occur during an exposure, making it easier to link the effect as a cause and conclude the exposure was responsible
- )They are sudden changes
Whether the effect is positive, neutral, or negative
Valence
A media message is positive if it attracts the intended audience in large numbers and then serves to motivate those audience members to seek out those messages repeatedly
The valence of effects from the perspective of media businesses
Requires awareness of which media effects we expect to occur
Intentionality
Most pervasive yet overlooked media-influenced effect. Media can affect what we know by planting ideas and information into our minds.
Cognitive-type Effect
Cognitive learning includes ___ and _____ information
Factual and Social
Faith that something is real or true
Belief
The media continually show us public figures who exhibit a particular belief
Belief Type Effect
Social rules about what is acceptable and desirable in society
Norms
