Final Exam Study Guide - Effects of Mass Communication | COM 275, Study notes of Communication

Download Final Exam Study Guide - Effects of Mass Communication | COM 275 and more Study notes Communication in PDF only on Docsity! Exam #3 Review Sheet Lecture 18: Chapter 10 O Who was Paul Lazarsfeld? o An influential researcher on persuasion o Said that “media primarily reinforce existing attitudes rather than change them” o Came up with the 2 step flow model (opinion leaders) O What is cognitive response theory? o Learning a new message is not enough to make us yield o Yielding (i.e., attitude change) depends on what we think about the message  Our cognitive response o Effects result from  Articulation and rehearsal of our thought  Valence (positive/negative) of our thinking O What is cognitive dissonance theory? o Leon festinger: When attitude and action become inconsistent:  Resulting anxiety that must be resolved  Attitude change occurs to resolve anxiety  Example: You really like your friend, but your friend is dating a person you hate. How do you resolve this issue? Change your attitude to resolve anxiety O What is the extended parallel processing model?- o Attempts to predict how individuals will react when confronted with fear stimuli o Fear appeals have two components:  1) Threat- which motivates action  2) Recommended Response Efficacy- which determines action  Effective message should not only scare someone, but show someone a way to overcome the problem  When threat is LOW  There is NO response to the message  So efficacy is not considered  When threat is HIGH  If efficacy is high, people control danger  If efficacy is low, people control fear and ignore the message  If perceived efficacy exceeds perceived threat, people will change behavior to control danger Lecture 19: Chapter 15 & 16 A campaign is “a purposive attempt to inform, persuade or motivate behavior changes in a relatively well-defined and large audience generally for non commercial benefits to either the individual or society at large often complemented by interpersonal support.” O What are the characteristics of communication campaigns? o Principle 1- understand historical and conceptual dimensions of campaigns  Study successful campaigns of the past o Principle 2- Apply and extend relevant theory  Theoretical principles help design the most effective campaigns possible o Principle 3- Understand theoretical implications and interactions of campaign components  Some powerful campaign components may undermine or aide campaign’s overall message o Principle 4- Plan the campaign  Define clear media objectives and plan o Principle 5- Apply Formative Evaluation  Obtain information about the sociocultural climate that may impact the campaign  Four stages:  1) identify audience-related factors  2) specify behavior-related factors  3) identify the intermediate steps  4) identify media use factors o Principle 6- Analyze and understand the audience  Identify sub-audiences and recognize the three major types of audiences  Focal segments (or target group)  Interpersonal influencers  Societal policy makers o Principle 7- Analyze and Understand your media choices  Strategies of media used must match campaign goals and target o Principle 8- Mix Multiple Media and Interpersonal Channels  Interpersonal communications should be used as support for overall media campaign o Principle 9- Understand uses and contradictions of mass media  Other media sometimes deliver messages that conflict with campaign messages o Principle 10- Identify criteria for campaign success and use summative evaluation  Identify reasonable criteria  Measure several aspects of campaign:  The audience  Implementation of the campaign components  The effects on individuals and society  The cost effectiveness of the project O What are the characteristics of a bad campaign? o (Why campaigns fail)  Audience selective attention to messages- the very people that you want to reach are probably the least likely to pay attention  Barriers to audience’s perceptions of messages  Unsophisticated audience  Unrealistic goals O What are understood to be the functions of mass media in a democracy? o 1- Surveying contemporary events important to welfare of citizens o 2-identifyiong key sociopolitical issues o 3-providing platforms for advocacy o 4-transmitting content across factions of political discourse o 5-scrutiny of government officials o 6-providing incentives and information to become active and informed participants o 7-principled resistance to sources trying to subvert media autonomy o 8-respectful consideration of potentially concerned and effective citizens O What are the major areas of study (both macro- and micro-level) in political communication? o 1) Formation and change of opinion (1st micro level)  Political media messages have a much stronger effects than once thought  Models used to conduct studies:  Elaboration likelihood model  Reasoned action model  Persuasion variables studied include:  Message, channel, timing, audience, and polling information o 2) Effects of cognitive processes (2nd micro-level)  Four types of research  Agenda setting research  Priming research  Knowledge gain  Framing  Research tries to get a broader understanding of political information conveyed in news stories o 3) Voter perception of political system (3rd micro-level) o Evidence suggests that:  Voters persuaded more by perceptions of general welfare than personal situation o Media often causes voters to blame individuals for social problems  Two types of frames: episodic (using case studies) and Thematic ( general perspective) o 4) Effects on political behavior (voting)  Media effects may be direct or indirect  Political ads have proven effective in influencing voting decisions  Both positive and negative ads.. o People remember negative ads more o Negative ads are effective when voters perceive them to be fair and focus on issues important to voters  O What is framing? o News frames: metaphors that media professionals use to structure understanding of news stories o Shape perceptions (race vs. an election) o O What is agenda setting and agenda building? o Agenda setting: the media determines the importance placed upon particular issues o How does this happen?  Media gatekeepers decide what news to cover  Salience is given to stories based on—where it appears, total time/space dedicated, duration of coverage o Agenda building: “building” an agenda includes “some degree of reciprocity” between the mass media and society [6] where both media and public agendas influence public policy.[8] O What are the primary flaws of news coverage? o Personalization- tendency for news stories to concentrate on individuals o Fragmentation- Delivers news in brief capsule summaries o Dramatization- Selects news based on entertainment rather than import o Normalization- Shows how problems can be solved within existing systems Lecture 23: Chapter 20 O Which is considered an antiquated view on entertainment? O How does the disposition model explain humor? O Know the elements characteristic of: drama, humor/comedy, and sports Lecture 24: Chapter 21 O What are the characteristics on which old and new media differ? O What is characteristic of the diffusion of new media technologies? O What are some of the discussions regarding children and the new media? QUESTIONS ON EXAM 1. According to the parallel processing model, when threat is high and so is efficacy people: Control Danger 2. Which of the following would NOT be responsible for campaign failing: Realistic Goals 3. According to lecture, which of the following do not focus on the relation of the results to health Guns 4. Which of the following is a new educational strategy in relation to mediated health education Edutainment 5. Which of the following is NOT a technique about groups to break about change and health education None of the Above 6. Which of the following is NOT a principle of a successful campaign Do not mix multiple media and interpersonal channel 7. According to the campaign principle of analyzing and understanding the audience, which of the following is NOT one of the types of audiences Global Educators 8. When planning a campaign you must first define clear media objectives in plan for: All of the above – media choice, timing, message features 9.Which of the following is NOT one of the 5 important characteristics in relation to individual difference studies States that do not affect media usage 10. Which of the following is NOT true in relation to cognitive response theory Cognitive effects are not effected by user knowledge 11. Which of the following is NOT used as a media context study: All of them are used 12. Moods cause different reactions to ads, according to consistency theory, commercials with a different tone or mood with the media context are Less affective 13. Which of the following is NOT true according to the Threshold effect initial exposures are highly affective 14. According to model of Diminishing Returns after a number of exposures, impact beings to decrease 15. in relation to psychosocial measures, brain activity during ad exposure and recall seem to be positively related 16. According to recent research, interactive media in marketing allows for all of the following except: Unified Sales Projection 17. When defining propaganda, which of the following would NOT be used Can not be subtle and slippery