Persuasion Theory and Media: Understanding Attitude Change and Communication, Quizzes of Communication

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TERM 1 Persuasion DEFINITION 1 The process by which attitudes are changed TERM 2 Attitude DEFINITION 2 A general predisposition to evaluate other things favorably or unfavorably The mediator between a persuasive message and behavioral change TERM 3 Hyman and Sheatsy DEFINITION 3 Found persuasive messages had to overcome psychological barriers TERM 4 Lazarsfeld DEFINITION 4 Media primarily reinforce existing attitudes rather than change them TERM 5 Contemporary Approaches to Mass Media Persuasion DEFINITION 5 Theory of Cognitive DIssonance Macguire's Communication/Persuasion Matrix Model Cognitive Response Theory Elaboration Likelihood Model Theory of Reasoned Action Extended Parallel Process Model TERM 6 Theory of Cognitive Dissonance DEFINITION 6 Resulting in anxiety that must be resolved Attitude change occurs to resolve anxiety When attitude and behavior are in conflict, attitudes change If we make people behave in a particular way, then their attitudes might change accordingly TERM 7 Macguire's Communication/Persuasion Matrix Model DEFINITION 7 Attitude change occurs in steps Model outlines inputs and outputs Influence decreases for each step Shortcomings: Lack of detail on process of yielding Assumes variables are sequential Two key issues: Low correlations for learning and persuasion Processes responsible for yielding TERM 8 Cognitive Response Theory DEFINITION 8 Learning a new message is not enough to make us yield TERM 9 Elaboration Likelihood Model DEFINITION 9 Two Routes Central route - careful thinking Peripheral route - without careful thinking Change from the central route: Stronger, more lasting, more predictive Change from peripheral route: Weaker and short lasting Results from various heuristics "celebs" TERM 10 Two Factors Affecting Elaboration Likelihood Model DEFINITION 10 Motivation and Ability TERM 21 Three Major types of Audiences DEFINITION 21 Focal segments (of target group) Interpersonal influencers Societal policy makers TERM 22 Principle 7 DEFINITION 22 Analyze and Understand your Media Choices Strategies of media used must match campaign goals and target TERM 23 Principle 8 DEFINITION 23 Mix Multiple Media and Interpersonal Channels TERM 24 Principle 9 DEFINITION 24 Understand Uses and Contradictions of Mass Media TERM 25 Principle 10 DEFINITION 25 Identify criteria for campaign success and use summative evaluation Identify reasonable criteria TERM 26 3 Types of Health Ads DEFINITION 26 CigarettesAlcoholic BeveragesFoods TERM 27 Two types of studies on health-related news DEFINITION 27 Those that measure news as a source of health information Those that compare public opinion on a health topic to news coverage of that topic TERM 28 Characteristics of Coverage of Health Issues DEFINITION 28 Information on biomedical research, hardware, and drug treatments "Victim-blaming" attitude Emphasizes mainstream America Little about symptoms, non-drug treatments TERM 29 Two New Education Strategies DEFINITION 29 Health messages embedded in entrainment Edutainment TERM 30 Media Advocacy DEFINITION 30 Public health agent attempts to focus media on health issues to effect social or public policy TERM 31 Tools for Health Education to bring about change DEFINITION 31 Journalism education Critical viewing skills Media Literacy training Interactive communication technologies TERM 32 Thin Ideal Effects Studies DEFINITION 32 Thin TV program main characters Thin female magazine models TERM 33 Larger Characters DEFINITION 33 Have fewer romantic interactions, friends, positive interactions Are less attractive, charming, intelligent, beautiful TERM 34 Transactional Model DEFINITION 34 Focuses on how individual differences combine with media characteristics TERM 35 Five Important Characteristics "AUIMI" DEFINITION 35 Attitude regarding the medium Uses of the medium Involvement while using the medium Mood states that affect media usage Interactivity of the medium TERM 46 Advertising wear out can occur -Prolonged exposure causes resent DEFINITION 46 Heavy repetition helps long term memory.... but, ________ TERM 47 Propaganda DEFINITION 47 Planned use of communication to affect the minds and emotions of a given group for a specific purpose, whether military, economic or political Strong negative and political connotations though used with advertising on occasion TERM 48 Propaganda DEFINITION 48 A message with flawed epistemology It is either false, misleading or inappropriate TERM 49 Committee on Public Information DEFINITION 49 First large scale government use of propaganda Commission by Woodrow Wilson TERM 50 Institute for Propaganda Analysis DEFINITION 50 Creates in 1937 to educate American public on political propaganda Best-known for its seven propaganda devices TERM 51 Name-Calling DEFINITION 51 Giving an idea or person a bad label, and therefore rejecting and condemning ti without examining the evidence TERM 52 Glittering Generalities DEFINITION 52 Associating something with a "virtue word" and creating acceptance and approval without examination of the evidence TERM 53 Euphemisms DEFINITION 53 Attempts to pacify the audience in order to make an unpleasant reality more palatable TERM 54 Transfer DEFINITION 54 A device that takes the sanction and authority of something respected and associates it with something else to make the latter accepted Also works in revers TERM 55 Testimonial DEFINITION 55 Getting support from a respected authority and transferring it to your product Also works in reverse from a hatred person TERM 56 Plain Folks DEFINITION 56 A speaker, idea, or product is good because they are "of the people" ex) the lady next door TERM 57 Card Stacking DEFINITION 57 The selection and use of facts of falsehoods in order to give just one side of an issue TERM 58 Bandwagon DEFINITION 58 A claim that "Everyone is doing it" (or at least all of "us") and "so should you" TERM 59 Fear DEFINITION 59 Warning members of an audience that disaster will result if they do not follow a particular course of action TERM 60 Eight Societal Rules DEFINITION 60 1) Surveying contemporary events important to welfare of citizens2 ) Identifying key sociopolitical issues3) Providing platforms for advocacy4) Transmitting content across factions of political discourse5) Scrutiny of government officials6) Providing incentives and information to become active and informed participants7) Principled resistance to sources trying to subvert media autonomy8) Respectful consideration of potentially concerned and effective citizens TERM 71 Effects of Cognitive Processes DEFINITION 71 Four types of research: Agenda-setting research Priming research Knowledge gain Framing TERM 72 Voter Perceptions DEFINITION 72 Evidence suggests that: Voters persuaded more by perceptions of general welfare(e.x economy) than personal situation (e.x financial benefit) Media often causes voters to blame individuals for social problems TERM 73 Two types of frames for Political news stories DEFINITION 73 Episodic - using case study examplesThematic - approaching an issue from a general perspective TERM 74 Effecting of Voting DEFINITION 74 Political ads have proven effective in influencing voting decisions But people remember negative ads more Negative ads are effective when: Voters perceive them to be fair They focus on issues important to voters TERM 75 ..few people are knowledgeable and active DEFINITION 75 Macro level studies show:Higher education tend to vote more often, but...... TERM 76 Old View of Entertainment (Pascal) DEFINITION 76 Merriment is considered sinful TERM 77 Modern View of Entertainment (Montaigne and Freud) DEFINITION 77 Entertainment is an effective and acceptable means of relief TERM 78 Two Recent Entertainment Theories DEFINITION 78 Mood Management TheoryDisposition Theory TERM 79 Mood Management Theory DEFINITION 79 Media selection is usually impulsiveDone to satisfy a variety of needs Excitement Relaxation Often determined by mood TERM 80 distract and alter mood DEFINITION 80 Programs that are absorbing or inconsistent with mood can _____ TERM 81 maintain focus and extend mood DEFINITION 81 Programs that are consistent with mood can ____ TERM 82 Disposition Theory DEFINITION 82 We enjoy seeing: Good things happen to people we like Bad things happen to people we dislike We hate seeing: Bad things happen to people we like Good things happen to people we dislike TERM 83 Elements of Drama DEFINITION 83 Interesting Characters Conflict Satisfying resolution Disposition Model Strong like/dislike for characters increases involvementFavorable end for liked person -> enjoyment TERM 84 Humor/Comedy DEFINITION 84 Drama containing cues such that it shouldn't be taken seriouslyDisposition model We laugh at misfortunes of dislike others Persuasion: Humor may lower guard and help persuade Increases positive dispositions toward source TERM 85 Sports DEFINITION 85 Disposition explains most sport appealBIRGing and CORFing TERM 96 Why are TV and Radios good? DEFINITION 96 TV and radios are good fro receiving information We can see people from faraway places We can get information for public participation But TV and Radios are not good for creating informationTo transmit/create we need computers TERM 97 New Media and Democracy DEFINITION 97 The proliferation of "Sousveillance" ( recording from user's perspective)Compared to surveillance TERM 98 New Media according to Lev Manovich DEFINITION 98 Numerically represented Modular Automatic Variable Transcodable TERM 99 New Representation DEFINITION 99 New media objects exist as data (numeric, not analog) TERM 100 Modularity DEFINITION 100 New media elements/objects are made of discrete structures that come together to form wholes TERM 101 Automation DEFINITION 101 Many operations can be performed automatically TERM 102 Variability DEFINITION 102 New media objects usually have several different versions of the same basic things TERM 103 Transcoding DEFINITION 103 A new media object can be transcoded into different formats TERM 104 Database versus Narrative DEFINITION 104 Manovich claims that the dominant form for storing knowledge was once the narrative, but is now the database TERM 105 Interactivity (Not on Manovich's list) DEFINITION 105 The extent to which a user is able to influence the form and content of a media enviornment TERM 106 Vorderer on Interactivity DEFINITION 106 Media are not interactive, but there are interactive ways of using media Some media enhance interactivity by allowing us to: select and modify/control offerings use a variety of senses 3. Audiences may not want interactivity Effort may extinguish relaxation Too much choice is not always good 4. But maybe they do, or they soon will Humans like options that fit them personally User involvement suggests suspense not lose TERM 107 Moores Law DEFINITION 107 Describes the exponential decrease in size and cost or an integrated circuit versus the exponential increase in computational speed over time