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Mass Media > Test 1 > Flashcards

Test 1 Flashcards

1
Q

Why study media effect?

A
  • High media saturation
  • High degree of exposure
  • Accelerating production of information
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2
Q

Accelerating production of information leads to

A

More information generated in your lifetime than in all human history before

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3
Q

What is the biggest driver of new information?

A

Internet

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4
Q

How much new information is produced every day?

A

2.5 Quintillion bytes

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5
Q

Average American spends how many hours per day with media?

A

12+ hours

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6
Q

How do we cope with the mass amounts of media?

A
  • We stop paying close attention
  • We make mental shortcuts to decisions
  • We automatically process media messages
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7
Q

Media effects research helps us…

A

Understand media’s influence to lessen effects

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8
Q

What is the nature of the audience

A

Human mind as a machine vs. Interpretive beings

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9
Q

What are the two ways to view the human mind?

A
  1. The human mind as a machine

2. Interpretive beings

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10
Q

Explain the view of human mind as a machine

A
  • We process meaning from the outside
  • We learn meaning and store it mentally
  • When we encounter media, we decode its meaning
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11
Q

Explain the view of humans as interpretive beings

A

-We continually create meaning for ourselves though our own experiences etc.

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12
Q

Define Exposure

A

Merely being exposed to or coming in contact with a stimulus

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13
Q

Define Attention

A

Actually giving something attention. Only happens when all exposure conditions are met

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14
Q

What are the three levels of exposure?

A
  1. Physical Exposure
  2. Perceptual Exposure
  3. Psychological Exposure
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15
Q

Explain physical exposure

A

Being in the same physical space as the stimulus. Even if you do not engage with the stimulus.

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16
Q

Explain perceptual exposure

A

Our ability to perceive sensory (audio, visual) input

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17
Q

Explain psychological exposure

A
  • Stimuli must leave some trace element in the mind
  • Must enter memory, even if short term
  • Can be conscious or unconscious
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18
Q

What is subliminal messaging?

A

Any stimuli outside the boundaries of human perception (they cannot be physically perceived)

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19
Q

Subliminal exposure is considered

A

Non-exposure

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20
Q

Can subliminal messaging be perceived?

A

No

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21
Q

Attention can only occur when

A

All three levels of exposure are met

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22
Q

If you are sitting in a waiting room, and there is
music playing in the background, but you are
listening to the video you’re watching on your phone,
what is your level of exposure to the music?

A

Psychological

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23
Q

What are the four exposure states?

A
  1. Attentional
  2. Automatic
  3. Transported
  4. Self-reflexive
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24
Q

Explain attentional exposure

A

You are conscious of being exposed to media message, and you pay attention to these messages

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25
Q

Explain the automatic state of exposure

A

You are not consciously aware of messages in your physical environment.

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26
Q

What is an example of attentional sate of exposure

A

Scrolling through Netflix queue

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27
Q

What is an example of the automatic state of exposure

A

Tuning out others conversations at a restaurant

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28
Q

Explain the transported state of exposure

A

Drawn into the message so much you lose track of time and place

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29
Q

What is an example of the transported state of exposure

A

Binge watching a show on Netflix

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30
Q

Explain the Self-reflexive state of exposure

A

You are hyperaware of the message and your own processing of the message

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31
Q

That sense of loss you might feel when you’ve just
finished binge-watching a series means you were in
what exposure state?

A

Transported

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32
Q

Information-processing tasks includes

A

Filtering

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33
Q

Explain Filtering

A

We automatically filter out most messages to keep from being overwhelmed

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34
Q

If we filter a message in (pay attention to it) we determine its meaning in what two steps?

A
  1. Meaning matching

2. Meaning Construction

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35
Q

Explain meaning matching as it relates to filtering

A
  • We match elements of the message to meanings stored in our memory.
  • Requires competency
  • E.g. Knowing the English alphabet
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36
Q

Explain meaning construction as it relates to filtering

A
  • We have to create the meaning of something based on what we already know
  • Requires skill
  • E.g. Making meaning of the words you are reading
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37
Q

Define algorithms

A

A set of (mental) codes that we use to make sense of media messages

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38
Q

Algorithms are also know as…

A
  • Schemas
  • Mental Models
  • Cognitive maps
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39
Q

What are the eight issues in media effects?

A
  1. Timing
  2. Duration
  3. Valence
  4. Change
  5. Intention
  6. Level of effect
  7. Direct
  8. Manifestation
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40
Q

Explain timing as an issue in media effects

A

Immediate vs. Long term

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41
Q

Explain duration as an issue in media effects

A

Temporary vs. Permanent

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42
Q

Explain valence as an issue in media effects

A

Negative vs. Positive

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43
Q

Explain change as an issue in media effects

A

Difference vs. No difference

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44
Q

Explain intention as an issue in media effects

A

Intention vs. Non-intention

45
Q

Explain level as an issue in media effects

A

Micro vs. Macro

46
Q

Explain Direct as an issue in media effects

A

Direct vs. Indirect

47
Q

Explain manifestation as an issue in media effects

A

Observable vs. Latent

48
Q

Define media effect

A

Those things that occur as a result-either in part or in whole-from media influence

49
Q

How do you organize media effects

A

By type of effect and functions

50
Q

Organize Media Effects by the types of effect:

A
  1. Cognition
  2. Belief
  3. Attitude
  4. Affect
  5. Physiology
  6. Behavior
51
Q

Organize Media Effects by the type of Functions

A
  1. Acquiring
  2. Triggering
  3. Altering
  4. Reinforcing
52
Q

Explain cognitive effects of media

A

When media exposure influences your mental processes. ex. attention & memorization

53
Q

Explain belief effects

A

Cognition about probability that object/event is associated with given attribute. ex. believing in things we’ve never experienced.

54
Q

Explain Attitude effects

A

When media effects your judgments about something. Ex. linking/disliking tv show characters

55
Q

Explain affect effects

A

When media affects our feelings that we experience. ex. emotions & moods

56
Q

Explain physiological effects

A

When media automatic changes bodily responses

57
Q

Explain behavioral effects

A

When media changes overt actions of an individual

58
Q

Functions of Effects: Explain acquiring

A

You gain some thing new from media exposure

59
Q

Functions of Effects: Explain triggering

A

Media exposure activates something that already exists in you

60
Q

Functions of Effects: Explain altering

A

Media exposure changes something that already exists

61
Q

Functions of Effects: Explain reinforcing

A

Repeated exposure strengthens existing thing

62
Q

What are the four patterns of influence

A
  1. Long-Term Alteration of Baseline
  2. Reinforcement Effect
  3. Immediate Shift
  4. Short-Term Fluctuation
63
Q

Pattern of Influence: Explain long-term alteration of baseline

A

Gradual exposure might shift your opinon in a different direction

64
Q

Pattern of Influence: Explain Reinforcement Effect

A

Longer term pattern as well over time media can reinforce someone’s opinion

65
Q

Pattern of Influence: Explain Immediate shift

A

A quick immediate shift which changes your opinion and then you stick with that new level.

66
Q

Pattern of Influence: Explain short term fluctuation

A

Something might influence you right away and then you go away from that belief later

67
Q

What are the types of factors that shape influence

A
  • Mass Media
  • Environment
  • Message
  • Audience
68
Q

What are the most influential factors that shape influence

A
  • Arousing nature
  • Consequences of actions
  • Repetition
  • Point of view
69
Q

What are the purpose of theories?

A
  • Help organize thinking about a phenomenon
  • Can predict which effects will occur, under certain situations
  • Can explain effects, by revealing the factors that lead to those effects
  • Provide critiques of scholarly practices
70
Q

Explain cultivation theory

A

The more time people spend with TV the more likely they are to believe the social reality portrayed on TV

71
Q

What are the two types of cultivation?

A
  1. First-order cultivation

2. Second-Order cultivation

72
Q

Explain First-Order cultivation

A

Heavy viewers believe real world = TV world

73
Q

Explain Second-order cultivation

A

Heavy viewers adopt particular attitudes & behaviors accordingly

74
Q

Cultivation Processes: Explain mainstreaming

A

Despite initial individual differences, heavy TV viewers become more similar in views and beliefs

75
Q

Cultivation Processes: Explain Resonance

A

When a persons real-life environment strongly resembles environment depicted in media

76
Q

Explain third-person effect

A

Tendency to think media influence is stronger for others than for oneself

77
Q

Third-Person effect is moderated by

A
  1. Messsage Desirability

2. Social Distance

78
Q

Explain Agenda Setting Theory:

A

The press doesn’t tell us what to think, but tells us what to think about.

79
Q

Agenda setting and the original study of 1968 presidential campaign showed…

A

The top five campaign issues in the press were the same top five campaign issues for the voters

80
Q

Explain cognitive capacity

A

A three step system of how people screen information and process it.

81
Q

What are the 3 tasks of cognitive capacity? (These steps all process at the same time (Parallel processing))

A
  1. Encoding
  2. Storage
  3. Retrieval
82
Q

Cognitive Capacity: explain encoding

A

Sensory organs are stimulated and information automatically enters the brain

83
Q

Cognitive Capacity: explain storage

A

Information spends a few seconds in sensory storage. Most of it is wiped out; a small amount moves on to short-term memory

84
Q

Cognitive Capacity: explain retrieval

A

Representations are constructed from information and stored for later retrieval

85
Q

Explain Priming theory

A

Mental associations between concepts

86
Q

What are the two types of priming?

A
  1. Cognitive Association

2. Spreding Activation

87
Q

Explain Cognitive association

A

Thoughts, feelings, motor reactions, memories = nodes in cognitive network of pathways

88
Q

Explain spreading activation

A

Thought activates spread along pathways causing other related thought to be activated

89
Q

Explain Schema

A

Simply Put its a set of symbols-More complex: a cognitive structure that represents knowledge about a concept or type of stimulus, including its attributes and the relations among those attributes.

90
Q

Schemas & Scripts

A

Schemas help us comprehend events and can also be sequences of events or scripts

91
Q

Gender/Role Schema

A

Expectations about roles that people should have influenced by media if not learned elsewhere

92
Q

Explain framing

A

When the press tells us how to think about a topic

93
Q

Name the four framing strategies

A
  1. Selection
  2. Emphasis
  3. Exclusion
  4. Elaboration
94
Q

Who is generally most affected by framing?

A

Those with a high need for orientation, who have: a need to know what’s going on

95
Q

Explain Social Learning Theory

A

Vicarious learning: we learn behaviors by observing others. Shaped by reward and punishment

96
Q

What is the Elaboration Likelihood Model

A

The way in which someone processes information.

97
Q

What are the two types processing routes in the Elaboration likelihood model

A
  1. Central route

2. Peripheral route

98
Q

Elaboration Likelihood Model: Explain central route

A
  • Cognitive route
  • Viewer scrutinizes facts in message
  • More permanent attitude change
  • Harder to achieve
99
Q

Elaboration Likelihood Model: Explain peripheral route

A
  • Viewers rely on cues (shortcuts) in message
  • More superficial processing
  • Less permanent attitude change
100
Q

Uses & Gratifications states that

A

Users actively seeking different media for different needs

101
Q

Uses & Gratifications: Assumptions

A
  1. Communication behavior is goal directed, purposive,
    and motivated
  2. People initiate the selection and use of communication
    vehicles
  3. A host of social and psychological factors guide, filter,
    or mediate communication behavior
  4. The media compete with other forms of communication in
    the gratification of needs or wants
  5. People are typically more influential than the media in
    the effects process
102
Q

Gratifications sought

A

what we expect from use

103
Q

Gratifications obtained

A

what we get from use

104
Q

Diffusion of Innovations attempts to explain

A

How an innovation is communicated over time through different channels to members of a social system

105
Q

Name the five steps of the Diffusion of Innovations decision process

A
  1. Knowledge
  2. Persuasion
  3. Decision
  4. Implementation
  5. Confirmation
106
Q

Name the five steps of the Diffusion of Innovations Technology adoption cycle

A
  1. Innovators
  2. Early Adopters
  3. Early Majority
  4. Late Majority
  5. Laggards
107
Q

Feminist Theory focuses on

A

What questions are being asked

108
Q

Feminist theory: examples of what questions are being asked?

A
  • How are discourses about gender encoded into media texts?
  • How do audiences use and interpret gendered media texts?
  • How does audience reception contribute to the construction of gender?

Mass Media (3 decks)

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