Test 2: Chapter 7

Question 1

social media

Answer 1

Intersection of technology, social interaction, and information sharing that will continue to transform many aspects of mass communication

Question 2

dialogic communication

Answer 2

Social media employ a many-to-many model of communication

Question 3

monologic communication

Answer 3

Traditional media use a one-to-many model of communication

Question 4

agenda setting

Answer 4

Idea that media don’t tell people what to think, but media do tell people what to think about. Combines powerful and limited effects models.

Question 5

powerful effects model (or hypodermic needle model)

Answer 5

The media shoot you with messages and you respond accordingly. You are an unsuspecting victim. Media has a big impact on how people act/believe. Generally not adequate, does not properly explain interactions between media and population.

Question 6

Limited effects model

Answer 6

Opinion leaders consume media, then influence individuals with their interpretations (two step model)

Question 7

Paul Lazarsfeld

Answer 7

Noted opinion leaders, who consumed more media, had greater influence on other individuals than did the media. Known as the Two-Step Flow theory. Debuted in 1955. Opinion leaders exist at all levels of society. Media rarely influence people directly. There’s a two-step flow of media influence. Adults have strongly-held group commitments that provide effective barriers against media influence. When media effects do occur, they are modest and isolated

Question 8

The influence of mass media is rarely direct because

Answer 8

1) it is almost always mediated by individual differences; or
2) it is almost always mediated by group memberships or relationships

Question 9

Maxwell E. McCombs and Donald Shaw (1972)

Answer 9

Empirical research on 1968 presidential campaig. Showed a very strong relationship between the issues voters listed as important and the issues given the most attention in the news media. Shows an important relationship between media reports and people’s ranking of public issues.

Question 10

Problems with causality

Answer 10

Agenda Setting presumes influence flows in the direction of media to the public, but maybe the media are responding to the public’s demands

Question 11

types of social media

Answer 11

Email (pp. 197-198)
Discussion boards & web forums (pp. 198-199)
Chat rooms (p. 199)
Blogs and microblogs (pp. 199-200)
Wikis (p. 201)
Social networking sites (p. 203)