Week 4

Question 1

resistance

Answer 1

Resistance
• The antithesis of persuasion.
• Response to perceived pressure for change.
• Persuasive communication is often perceived as a threat to one’s freedom, even if the message recommendation is in the user’s best interest.
• Psychological reactance theory also predicts boomerang effects.

Question 2

critism and positivity about product placement

Answer 2

Praised: increasing media production values, viewer experiences, and perceived realism

Criticized: unethical and subliminal persuasion, a destroyer of artistic integrity, and a creator of false realism.

Question 3

Tripartite Typology of Product Placement

Answer 3

• Visually present or absent from a scene
• Verbally referenced or not referenced in dialog
• Connected or not connected to the plot

Question 4

results of study from Gillespie and Joireman

Answer 4

1. product placements play a role in consumers’ narrative enjoyment, which positively influences attitudes toward product placement advertising
2. consumers’ awareness of the persuasive intent of product placement negatively influences attitudes toward product placements
3. Both perceptions of product placements along these narrative enjoyment and persuasion awareness dimensions affect brand evaluations of placed products.

Question 5

Distal factor in media choice and experience

Answer 5

• Gender (men like high-arousing movies)
• Age
• Education
• Culture
• Personality

Question 6

The Big Five

Answer 6

1. Neuroticism
2. Openness
3. Conscientiousness
4. Extraversion
5. Agreeableness

Question 7

evidence on the big five and movie choices

Answer 7

• Openness correlates with the most genres of movies –individuals high in openness are more likely to have a varied entertainment diet
• Neuroticism correlates with a stronger fearful response to horror movies
• Extraverts are both more likely to re-watch movies, and more likely to recommend them to others

Question 8

proximal factors

Answer 8

• emotinal preference
• values
• skills

Question 9

self presentation

Answer 9

activity that’s descriptive of the self and influential towards people’s perception of ourselves

Question 10

types of self presentation

Answer 10

ideal (own ideal self & other ideal self) & actual

Question 11

results experiment with movies and self perception

Answer 11

• Media shared in the other-ideal self condition was significantly less unique (more popular) than those shared in the other conditions. Therefore when people present themselves to better fit with people’s expectations, they are more likely to share popular movies/music.
• Media shared in the own-ideal self condition was significantly more prestigious than those shared in the other conditions. Therefore when people present themselves to fit with their own ideal, they are more likely to share prestigious movies/music.
• No significant results are found for guilty pleasure media.

Question 12

UGS must be:

Answer 12

1. Public: it can be available to a restricted public but cannot include, e.g. email
2. Creative: users must create the work or adapt existing work to the construction of something new.
3. Outside of professional practices: it should not be the users profession