TEST 4 (Chapter 15)

Question 1

the mainstream tradition in mass communication research, it attempts to understand, explain, and predict the impact-or effects-of the mass media on individuals and society.

Answer 1

Media effects research

Question 2

In media research, the approaches that try to understand how the media and culture are tied to the actual patterns of communication used in daily life; these studies focus on how people make meanings, apprehend reality, and order experience through the use of stories and symbols

Answer 2

Cultural studies

Question 3

The study of propaganda’s effectiveness in influencing and mobilizing public opinion.

Answer 3

propaganda analysis

Question 4

Typically call-in, online, or person-in-the-street nonscientific polls that the news media use to address a “question of the day”

Answer 4

pseudo-polls

Question 5

An early model in mass communication research that attempted to explain media effects by arguing that the media figuratively shoot their powerful effects into unsuspecting or weak audiences; sometimes called the bullet theory or direct effects model.

Answer 5

Hypodermic-needle model

Question 6

A mass communication research model based on tightly controlled experiments and survey findings; it argues that the mass media have limited effects on audiences, reinforcing existing behaviors and attitudes rather than changing them.

Answer 6

Minimal-effects model

Question 7

The phenomenon whereby audiences seek messages and meanings that correspond to their preexisting beliefs and values.

Answer 7

Selective Exposure

Question 8

The phenomenon whereby audiences remember or retain messages and meanings that correspond to their preexisting beliefs and values.

Answer 8

Selective Retention

Question 9

A mass communication research model, usually employing in-depth interviews and survey questionnaires, that argues that people use the media to satisfy various emotional desires or intellectual needs.

Answer 9

Uses and Gratifications Model

Question 10

A widely used research method that studies phenomena in systematic stages; it includes identifying a research problem reviewing existing research, developing working hypotheses, determining appropriate research design, collecting information, analyzing results to see if the hypotheses have been verified, and interpreting the implications of the study.

Answer 10

Scientific Method

Question 11

In social science research, tentative general statements that predict a relationship between a dependent variable and an independent variable.

Answer 11

Hypotheses

Question 12

In regard to the mass media, research that isolates some aspect of content, suggests a hypothesis,and manipulates variables to discover a particular medium’s impact on attitudes, emotions, or behavior.

Answer 12

Experiments

Question 13

A social science research method for assigning research subjects; it ensures that every subject has an equal chance of being placed in either the experimental group or the control group.

Answer 13

Random Assignment

Question 14

In social science research, a method of collecting and measuring data taken from a group of respondents.

Answer 14

Survey Research

Question 15

A term used for research studies that are conducted over long periods of time and often rely on large government and academic survey databases.

Answer 15

Longitudinal studies

Question 16

Observed associations between two variables

Answer 16

Correlations

Question 17

in social science research, a method for studying and coding media texts and programs.

Answer 17

Content analysis

Question 18

A theory within media effects research that suggests a link between the mass media and behavior.

Answer 18

Social Learning Theory

Question 19

A media research argument that says that when the mass media pay attention to particular events or issues, they determine-that is, set the agenda for- the major topics of discussion for individuals and society.

Answer 19

Agenda-setting

Question 20

in media research, the idea that heavy television viewing leads individuals to perceive reality in ways that are consistent with the portrayals they see on television.

Answer 20

Cultivations Effect

Question 21

A theory that links the mass media, social psychology, and the formation of public opinion; the theory says that people who hold minority views on controversial issues tend to keep their views silent.

Answer 21

Spiral of silence

Question 22

The theory that people believe others are more affected by media messages than they are themselves.

Answer 22

Third-person effect

Question 23

in media research a method for closely and critically examining and interpreting the meanings of culture, including architecture, fashion, books, movies, and TV programs.

Answer 23

Textual analysis

Question 24

Cultural studies research that focuses on how people use and interpret cultural content. Also known as reader-response research.

Answer 24

audience studies

Question 25

An area of academic study that specifically examines interconnections among economic interests, political power and how that power is used.

Answer 25

Political economy studies

Question 26

Those areas or arenas in social life-like the town square or coffeehouse-where people come together regularly to discuss social and cultural problems and try to influence politics; the public sphere is distinguished from governmental spheres, where elected officials and other representatives conduct affairs of state.

Answer 26

public sphere