Understanding Stereotypes and Media: Effects, Gratifications, and Innovation Adoption, Quizzes of Communication

Download Understanding Stereotypes and Media: Effects, Gratifications, and Innovation Adoption and more Quizzes Communication in PDF only on Docsity! TERM 1 Stereotypes DEFINITION 1 -Oversimplified opinions -Belief that groups share the same set of characteristics, attitudes, and life conditions TERM 2 4 Possible Effects of of Stereotypical Portrayals DEFINITION 2 1) Shaping Perceptions 2) Denying Diversity (Positive Stereotypes) 3) Justifying Inequitable Conditions in Society 4) Cultivating ethnic blame discourse TERM 3 T or F- Sitcoms are least diverse DEFINITION 3 True TERM 4 TV news gives ____ ratings of African Americans, and fictional TV gives ___ ratings to African Americans DEFINITION 4 Negative, Positive TERM 5 4 stages of minority portrayals DEFINITION 5 1) Non-recognition (exclusion) 2) Ridicule (stereotyped) 3) Regulation (Protectors of the existing order) 4) Respect (entire range of roles) TERM 6 4 kinds of research questions for Uses and Gratifications DEFINITION 6 1) What do the media do TO people? 2) What do people do WITH the media? 3) Motives --> Media Use 4) Media Use --> Outcomes TERM 7 Background Ideas of Uses and Gratifications Theory DEFINITION 7 *Beyond the Ideas of Media Effects* 1) The audience is diverse (psychological characteristics and social settings) 2) The media may serve different purposes for different people *A new interest in why individuals use media in the first place* TERM 8 Key Assumptions of Uses and Gratifications Theory DEFINITION 8 1) People use the media to gratify their needs or wants - Proactive and Passive motives 2) The active audience is goal- directed, purposive, motivated TERM 9 Uses and Gratifications Perspective DEFINITION 9 1) Focuses on Social and Psychological origins of needs *leads to* 2) Expectations of the Mass Media (or other sources) *leads to* 3) Differential Patterns of Media Exposure *Finally resulting in* 4) Need gratifications and other consequences (unintended) TERM 10 Theoretical Model Types DEFINITION 10 1) Transaction Model 2) Gratification Seeking and Audience Activity Model 3) Expectancy-Value Model 4) Uses and Dependency Model *All incorporate people pre-exposure motives as an important theoretical component* TERM 21 Steps of the Innovation Adoption S-Curve DEFINITION 21 1) only a few individuals adopt a new idea 2) great numbers of individuals accept the innovation 3) The rate of adoption slackens TERM 22 People of the Adopter Categories DEFINITION 22 1) Innovators (2.5%) 2) Early Adopters (13.5%) 3) Early Majority (34%) 4) Late Majority (34%) 5) Laggards (16%) TERM 23 Innovators DEFINITION 23 1) Technological Enthusiasts 2) Requires shorter adoption period than any other group 3) Risk takers who are willing to try an unproven product 4) Financial resources to absorb unprofitable innovations 5) Tend to form cliques/ref groups that exist outside local TERM 24 Early Adopters DEFINITION 24 1) Local opinion leaders, well connected social systems 2) Visionaries who are respected for their willingness to try new innovations 3) Motivated to preserve the respect 4) Seek greater knowledge of innovations 5) Greater exposure to mass media channels TERM 25 Early Majority DEFINITION 25 1) Pragmatists 2) Prefer to deliberate before making a decision 3) Careful consumers who tend to avoid risk 4) Rely on recommendations from others who have experience with the product 5) They legitimize an innovation TERM 26 Late Majority DEFINITION 26 1) Skeptic (conservative/cautious, even after ppl embrace inov) 2) Wait until the rest of the community has adapted it first 3) May adopt innovation, though unwillingly a) Peer pressure may be an innovator b) Economic necessity TERM 27 Laggards DEFINITION 27 1) Adopt only when certain the technology will not fail, or when forced to change 2) Innovation-decision process is lengthy 3) Tied to the past (reluctant to try new things, don't see need for change) 4) Limited resources 5) When adopted, the innovation has become outdated TERM 28 Critical Mass DEFINITION 28 Point on the Adoption and S-Curve model that signifies the product taking off to an irreversible point TERM 29 Saturation DEFINITION 29 Point on the Adoption and S-Curve model that signifies that everyone who had adopted the model has already done so.