Theories of Valkenburg & Oliver. Flashcards
Give the description for the two-step flow model
Argues that media effects are indirect rather than direct -> through influence of leaders/influencers
Give the description for the diffusion of innovations model
Explains how, why and at what rate new ideas and technology spread among participants.
Give an example for the diffusion of innovations model
Smartphone use, first a small group of innovators use it, then early adopters, then early majority, then late majority, and lastly laggards. Each group is influenced by the previous one
Give the description for the knowledge gap theory
Discusses how mass media can increase the gap in knowledge between those of higher and lower socioeconomic status.
Give an example for the knowledge gap theory
New tech product (chatgpt) launches, wealthier, educated people might understand it more quickly
Give the description for the uses-and-gratifications theory
Attempts to understand why and how people actively seek out specific media to satisfy specific needs
Give an example for the uses-and-gratifications theory
Different people use social media for multiple reasons (entertainment, information) -> needs
Give the description for the media system dependence theory
If a person depends on media it will have greater impact on their opinions and behavior
Give an example for the media system dependence theory
Social media will influence on a persons’ opinions
Give the description for the priming theory
Argues that media can activate cognitions and related affect/behaviors storied in human memory.
Give an example for the priming theory
Watching a movie that reminds a past experience.
Give the description for the third person effect
Predicts that people tend to believe that media messages have a greater effect on others than on themselves.
Give the description for the elaboration likelihood model
Media messages are processed in two ways: centrally (critical) or peripherally (surface level)
Give the description for the limited capacity model
People can only process a limited amount of information at the time
Give an example for the limited capacity model
Watching a complex movie (French dispatch) only remember key scenes
