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Test 2 Flashcards

1
Q

What are the two views of the brain/mind distinction?

A
  1. Physiological approach

2. Cognitive Approach

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2
Q

Explain the physiological approach to the brain/mind distinction.

A

The brain and the mind are the same thing; everything is just a chemical reaction

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3
Q

Explain the cognitive approach to the brain/mind distinction

A

The physical brain and our mind are separate; the mind is in the brain, but is not the same thing

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4
Q

Explain The Physiological Approach

A

-We are born with a brain that is programmed to perform certain functions to ensure our survival.

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5
Q

When related to the physiological approach responses…

A
  • Responses are automatic; we do not have to learn them

- Responses can be measure physically

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6
Q

The physiological approach for the study of media effect…

A

Give us insights into how all humans are the same; how the media affect our basic human programming.

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7
Q

The Brain vs. The Media

A
  • The brain is old, it has developed over millions of years

- Media are new, are only a few hundred years old

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8
Q

The results of The Brain vs. The Media

A
  • Brains has not had enough time to adapt to new stimuli of media
  • Media are interpreted by our brain as real-world stimuli
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9
Q

Automatic Processes

A
  • Hard-wired into our brain

- Run automatically with no need for us to think about them ex. breathing & heart beating

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10
Q

Quasi-atuomatic Processes

A
  • Psychophysiological –> cognitive

- goal is to move from limbic system to cortical part of brain. -ex. fight or flight

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11
Q

What are the four types of physiological processes?

A
  1. Perceptual processes
  2. Automatic survival mechanisms
  3. Sexual mechanisms
  4. Neurophysiological responses
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12
Q

Explain the perceptual process

A

help us orient to our environments by selecting certain types of stimuli to attend to.

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13
Q

Explain Automatic survival mechanisms

A

Body readies itself to fight or escape a threat

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14
Q

Explain sexual mechanisms

A

Driven by the biological need to reproduce

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15
Q

Neurophysiological responses

A

Complex set of chemical and electrical processes that media can influence

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16
Q

Name four ways in which one can measure physiological responses

A
  1. Brain waves
  2. Skin conductance
  3. Heart rate
  4. Facial EMG
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17
Q

Explain EEG

A
  • Measures: brain wave activity

- Assesses: Relaxation, focus

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18
Q

Explain GSR

A
  • Skin Conductance
  • Measures: Electricity conducted between fingers
  • Assesses: Arousal, excitation, interest
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19
Q

Explain ECG/EKG

A
  • Measures: Heart rate, beats per minute

- Assesses: Orienting response & attention

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20
Q

Explain EMG

A
  • Measures: Electrical potential generated by muscles (ex. eyebrows)
  • Assesses: Emotions (e.g., frustration, surprise)
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21
Q

Most media effects research has focused on…

A

Triggering function

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22
Q

What are the two triggering effects?

A
  1. Orienting reflex

2. Arousal

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23
Q

Explain orienting reflex

A
  • Our brains continually monitor all incoming information

- When something changes, the orienting reflex causes us to pay attention to it

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24
Q

The orienting reflex is accompanied by:

A
  • Decrease in muscle activity
  • Lower heart rate
  • Shorter, faster breathing
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25
Q

Triggering physiological effects: What are the four types of arousal?

A
  1. Generalized Brain Arousal
  2. Fight/flight reflex
  3. Sexual arousal
  4. Excitation Transfer
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26
Q

Explain Generalized Brain Arousal

A

Orienting reflex energizes brain and stimulates brain activity, which makes attention possible.

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27
Q

How do we know the brain is aroused?

A

MRI scans

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28
Q

Examples of physiological media effects:

A
  • Fast-paced media stories increase skin conductance

- Exciting content increases heart rate

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29
Q

Explain Fight/Flight Reflex

A
  • We experience vicarious response to character’s fight/flight
  • Triggers our attention and our own fight/flight reflex
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30
Q

Explain Sexual arousal in media

A

-Erotic material presented in media messages triggers sexual arousal, this response is automatic

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31
Q

Excitation Transfer

A
  • Arousal from one activity transfers to another

- Can’t distinguish remaining excitement from new excitement

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32
Q

What are the two altering effects:

A
  1. Habituation

2. Altering brain waves

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33
Q

Explain Habituation

A

When the media present the same pattern of stimuli over and over again, they lose their power to elicit the same degree of reflex over time

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34
Q

Example of Habituation

A

Desensitization to violent media

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35
Q

Can habituation be positive

A

Yes

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36
Q

Alpha Blocking:

A

Beta waves block alpha waves when paying attention to something

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37
Q

What are the four reinforcing physiological effects

A
  1. Orienting reflex
  2. Passivity
  3. Arousal
  4. Narcotization
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38
Q

Explain orienting reflex and arousal

A
  • Orienting to stimuli leads to pleasure

- So we orient and are aroused again and again

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39
Q

Explain passivity

A
  • Consuming media passively, rather than actively

- Reading is more active in contrast to watching tv

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40
Q

Explain Narcotization

A
  • Long-term build-up of orienting –> arousal

- Become dependent on media and keep seeking more of it

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41
Q

The Cognitive Approach

A

Human thinking is governed by the mind, which is located in the brain but is not the same thing as the physical brain

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42
Q

The cognitive approach and media effects

A

Gives us insights into the many differences that exist across the array of humanity

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43
Q

What are the nature of cognitive effects

A
  1. Social Learning
  2. Instructional
  3. Education
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44
Q

What are the types of the cognitive processes

A
  1. Inferring patterns

2. Generalizing Patterns

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45
Q

Explain Inferring patterns

A

Building an idea about someone/something by repeated media exposure

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46
Q

Explain Generalizing patterns

A

New information alters an existing pattern and the pattern becomes more stable

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47
Q

Acquiring Effects

A

We acquire a lot of information through media

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48
Q

Acquiring effects about the real world

A
  • Current events
  • Political candidates
  • Brand/product advertisements
  • Science
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49
Q

Acquiring effects about the media world

A
  • Fictional narratives and characters

- TV production

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50
Q

What are the four factors influencing acquiring information

A
  1. Mass Media
  2. Message
  3. Audience
  4. Environment
    No one medium is superior to others in providing information for learning
51
Q

What are the 3 triggering effects in relation to cognitive effects?

A
  1. Attention
  2. Recall
  3. Cognitive processes
52
Q

Altering Effects in relation to cognitive effects

A

Altering is a long-term influence, happens through induction

53
Q

What are the two way in which altering affects are related to induction

A
  1. Message factors
    • Framing of info
  2. Audience Factors
    • Existing knowledge structures
    • Information-processing skills
54
Q

Altering Effects in relation to cognitive effects

A
  1. Existing knowledge structures
  2. Cognitive Processing
  3. Cognitive Drives
55
Q

What is the advantage to Reinforcing effects

A

once familiar with elements in knowledge structure, we become comfortable relying on it

56
Q

What is the disadvantage to reinforcing effects

A

Knowledge structure can be inflexible

57
Q

Media enforces these three things in relation to cognitive effects

A
  1. Attraction to media
  2. Existing knowledge structures
  3. Existing mental processes
58
Q

explain Reinforcing attraction to media

A

Media organizations work to attract and maintain audiences

59
Q

Explain reinforcing Existing Knowledge structures

A

Some media try to reinforce existing knowledge structures so they do not change

60
Q

Explain reinforcing existing mental processes

A

Continual exposure to media activates certain processes that get reinforced over time

61
Q

What are the two types of beliefs?

A
  1. Descriptive

2. Inferential

62
Q

What is a descriptive belief

A

Comes from direct experience with an object/person

63
Q

What is a inferential belief

A

Cannot be experienced; must be inferred from what we can

64
Q

Why do stereotyped portrayals matter

A
  • Media are a major source of information because:
    1. We have a lot of media exposure
    2. Media present us with information that we cannot get from other sources
  • Therefore, through stereotyped media portrayals:
    1. We form beliefs about people we don’t otherwise come in contact with
    2. We also learn what others may believe about us
65
Q

Explain acquiring beliefs

A

We can acquire a belief immediately from exposure to one message. ex. token characters

66
Q

Explain triggering beliefs about the media

A

What beliefs do we realize about media diversity?

67
Q

Explain triggering beliefs about the real world

A

Which of our stereotyped beliefs do media trigger?

68
Q

What is altering beliefs

A

With continual media exposure, we encounter new information that influence our beliefs, and if that information conflicts, it may alter our beliefs.

69
Q

Explain Altering beliefs about the real world

A

Media cultivate our understanding of certain groups over time through stereotyped portrayals

70
Q

Explain Altering beliefs about what is important

A

Media “set the agenda” of what we should believe in terms of certain groups

71
Q

Explain Altering beliefs about social norms

A

Media tells us what is “normal” in terms of ethnicity, gender identity, etc.

72
Q

Explain Altering beliefs about oneself

A

Media tell us what we “should” be like based on how we identify

73
Q

Explain Altering beliefs about beliefs

A

media fell biased toward/against certain groups

74
Q

Reinforcing beliefs

A

New information from maybe exposure can also conform to our existing beliefs and reinforce them

75
Q

What is the difference between beliefs and attitudes

A

Unlike attitudes, beliefs can potentially be verified. Attitudes are evaluations, judgements against a standard.

76
Q

Attitudes vary in

A

Valence and intensity

77
Q

Explain Valence

A

when standards are either positive, satisfactory, or negative

78
Q

explain intensity

A

How far from standard object is perceived to be

79
Q

Attitude standards/socialization

A
  • We learn our standards from parents, school, peers

- Or, we learn them from the media

80
Q

Acquiring attitudes

A
  • Some attitudes are planned

- some are unintentional (e.g., “objective” news stories)

81
Q

Acquiring Standards

A

-We have to acquire the standards on which to make our judgement.

82
Q

Triggering Attitudes about the media

A
  • Credibility of news content and advertising

- Judgements about reality of stories on TV

83
Q

Triggering attitudes about the real world

A
  • E.g., news stories on controversial issues

- Attitudes we form about ourselves

84
Q

Process of triggering attitudes include

A

Message characteristics and audience characteristics

85
Q

Message characteristics include

A

Framing

86
Q

Audience Characteristics

A
  • Cognitive resources devoted toward message
  • Existing attitudes
  • Moral reasoning
87
Q

What is the sleeper effect?

A

When we receive information from a non-credible source, over time we forget the source and consider the information credible.

88
Q

Process of altering attitudes includes

A
  • Message factors ex. repetition of message

- Audience factors ex. long term exposure

89
Q

Emotions vs moods: Explain emotions

A
  • Typically triggered by a particular event
  • Usually requires labeling
  • Vary in valence and intensity
90
Q

Emotions vs. mood: Explain moods

A
  • More generalized states of feeling

- Lower intensity than emotions

91
Q

Acquiring affect from characters

A
  • We acquire emotions from characters
  • We learn emotions from them
  • We vicariously empathize with their experiences
92
Q

Research shows reading fiction leads to…

A

Greater ability to empathize through transportation.

93
Q

Define transportation in relation to empathy.

A

The experience that we are being swept away by the story

94
Q

What function is most studied when it comes to affect?

A

Triggering

95
Q

The most studied emotional reaction triggered by media is?

A

Fear

96
Q

Why do we enjoy fear

A
  1. Release
  2. Joy amplified by excitation
  3. Recency
97
Q

Explain release in relation to enjoyment of fear

A

Feelings of fear replaced by feelings of relief and joy

98
Q

Explain recency in relation to enjoyment of fear

A

Longer term memory of joy at end, not fear throughout

99
Q

Enjoyment message factors include

A
  1. How message is framed
  2. Medium factors
  3. Content
100
Q

Enjoyment audience factors includes

A
  1. Transportation
  2. Flow
  3. Parasocial relationship
  4. Telepresence
101
Q

Explain flow

A

You lose track of real time because of active engagement in a task, e.g., video games.

102
Q

Explain parasocial relationship

A
  • One-sided relationship with media personality
  • Feels like other (face-to-face) relationships
  • Sense of connection with character
103
Q

Explain telepresence

A

The feeling of “being there” through technology

104
Q

What is mood management

A

We choose media to alter and reinforce mood states in desirable ways

105
Q

Mood management involves what two choices

A
  1. How we’re feeling presently

2. How we anticipate feeling during & after media

106
Q

How do you alter a bad mood

A

Highly involving media that have low relevance to initial bad mood.

107
Q

How do you reinforce a good mood

A

Minimally involving media that have high relevance to initial good mood

108
Q

Explain Emotional desensitization

A

Initial emotional reaction to stimulus decrease in intensity with repeated exposure

109
Q

Define Behaviorism

A

original way of studying media effects. We should focus on observable behavior, not the unobservable mind

110
Q

Cognitive revolution

A

Media messages –> black box –> behavior

111
Q

Self-reported behavior

A
  • reporting on behavioral intentions

- Not able to accurately judge behaviors

112
Q

Theory of planned behavior

A

Often in media studies we cannot measure actual behavior, so we measure behavioral intention

113
Q

Behavioral sequences

A

These are cognitive or they require physical performance

114
Q

Two ways to acquire behavior

A
  1. Factual behavioral processes

2. Social behavioral processes

115
Q

Explain factual behavioral processes

A

Learning the steps to do something

116
Q

Explain social behavioral processes

A

Learning social norms

117
Q

What are the three kinds of triggering behaviors

A
  1. Exposure behaviors
  2. Imitative behaviors
  3. Suggested behaviors
118
Q

Examples of triggering exposure behaviors

A

U.S. adults now spend nearly half the day interacting with media

119
Q

Examples of triggering imitative behaviors

A

2004 survey by collins about teens and sex. as they see more sexual media depictions in media they are more likely to have more sexual experiences

120
Q

Examples of triggering suggested behavior

A

After watching MTV’s 16 and pregnant, rates of pregnancy declined

121
Q

Altering and reinforcing behavior

A

Over time, media shape our behaviors, constantly altering or reinforcing them.

122
Q

What are the signs of binge viewing as an addiction

A
  • Neglect of household tasks
  • Neglect of sleep
  • Squandering time on TV
  • Determination to quit, but no willpower
  • Blurring fiction with reality
123
Q

Nomophobia

A

The fear of being without a mobile phone

Mass Media (3 decks)

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