Unit-2 Flashcards
What is the Hypodermic Syringe or Magic Bullet Theory?
A theory suggesting that media directly injects ideas, attitudes, and beliefs into a passive audience.
Reflects fears of mass media being used for propaganda.
According to the Hypodermic Syringe Theory, what effect does watching violent content have on viewers?
Viewers may imitate violent behavior after exposure to such content.
What is the main finding of the Personal Influence Theory?
Interpersonal relationships, not mass media, significantly influence voters.
What does the Two-step Flow model propose?
Media influences opinion leaders, who then influence the wider audience.
In the Two-step Flow model, who are considered opinion leaders?
Individuals who absorb information from the media and pass it on to their social groups.
How does Multi-Step Flow Theory differ from Two-Step Flow Theory?
It recognizes multiple sources of information and feedback loops among audiences and opinion leaders.
List three features of Multi-Step Flow Theory.
- Opinion leaders are part of a broader information network.
- Audiences receive messages from various sources.
- Feedback loops allow followers to influence opinion leaders.
What role do opinion leaders play in Multi-Step Flow Theory?
They act as filters and interpreters of media messages.
True or False: In the Two-Step Flow Theory, the audience is considered active.
False
What is the Gatekeeping Theory?
A theory about decision-makers (gatekeepers) who determine what information is shared with the public.
Who typically acts as gatekeepers in news media?
Editors
What is Selective Exposure?
The tendency of individuals to seek information that reinforces their existing beliefs.
Define Selective Perception.
The process where individuals perceive messages based on their existing attitudes and beliefs.
What does Selective Retention refer to?
The tendency to remember information that aligns with one’s preferences.
What is Cognitive Dissonance?
The discomfort experienced when holding conflicting beliefs or attitudes.
Give an example of Cognitive Dissonance.
Smoking while knowing it causes cancer.
What are the three forms of selectivity in the Attitude Change process?
- Selective Exposure
- Selective Perception
- Selective Retention
How does the audience engagement differ between Two-Step Flow Theory and Multi-Step Flow Theory?
Two-Step Flow assumes passive engagement, while Multi-Step Flow acknowledges active participation.
What is the primary role of opinion leaders in Two-Step Flow Theory?
They are the main gatekeepers of information.
