Term
| According to Social Judgement Theory, what are the three attitude zones? |
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Definition
- Latitude of acceptance: what point of views you're willing to accept- anchor attitude
- Latitude of rejection: points of views you refuse to accept.
- Latitude of non commitment: points of views you don't accept, but understand. |
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Term
| According to SJT, what is ego involvement? |
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Definition
| The extent that the issue at hand is linked closely to your values and self-concept. |
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Term
| What are some characteristics of high ego-involvement in SJT? |
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Definition
-small/non-existent latitude of non-commitment.
-wide latitude of rejection.
-extreme position. |
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Term
| What is the 'contrast effect' in SJT? |
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Definition
| You seeing the message as MORE different that your view than it actually is. The message falls into the latitude of rejection. |
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Term
| What is the 'assimilation effect' in SJT? |
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Definition
| Seeing someone's message as more similar to yours than it actually is. |
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Term
| What is the general overview of The Elaboration Likelihood Model? |
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Definition
General Focus: Cognitive processes and persuasive message effectiveness.
- Why does the same persuasive message work with some people, but not with others? |
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Term
| When a person is exposed to a persuasive message, what are the two route options they can take? |
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Definition
-Central Route
-Peripheral Route |
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Term
| What is the Central Route in the ELM? |
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Definition
| When taking the central route the viewer actively thinks about the message, contemplates the ideas, and implications before making a decision. |
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Term
| What is the peripheral route in the ELM? |
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Definition
| When exposed to a persuasive message the person accepts or rejects the message without much (if any) elaboration. Reply quickly without thinking. |
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Term
| What are the motivating factors that determine if elaboration will be high or low? |
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Definition
- How much are you willing to think?
- need for cognition
- personal relevance
- outcome-relevant involvement |
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Term
| What are the factors that contribute to the ability for motivation? |
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Definition
-How much can you think?
-Distraction
-Prior knowledge |
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Term
| What are the 6 peripheral cues that we use to accept or reject a message without thinking about it? |
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Definition
1. Reciprocation- "You owe me."
2. Consistency- "We've always done it that way."
3. Social Proof- "Everybody's doing it."
4. Liking- "Love me, love my ideas."
5. Authority- "Just because I say so."
6. Scarcity- "Quick, before they're all gone." |
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Term
| Peripheral route persuasion vs. Central route persuasion, successful? |
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Definition
Peripheral: successful if cue provokes favorability toward message. Tends to be temporary.
Central: Successful if elaboration is favorable to the message. |
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Term
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Definition
Applying the ELM to job advertisements.
-112 college students
- students viewed 22 job ads and were asked to circle ads of greatest interest.
READ PAGE 99 IN NOTEBOOK |
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Term
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Definition
Positive: Heuristic value, practical utility
Negative: Testable hypothesis, relative simplicity
- theory is too complex |
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Term
| What is the general focus of the Extended Parallel Process Model (EPPM) ? |
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Definition
| - Effectiveness of persuasive messages that use "fear appeals", especially in health campaigns. |
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Term
| What is the early theory and research for EEPM? |
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Definition
| Research began in the 1950's of people asking the question 'How much fear is necessary and useful in ads?' Lots of controversy on testing. Found that fear is important but not only contributing factor. |
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Term
| What is 'perceived susceptibility' in the EEPM? |
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Definition
| How likely am I to experience the problem being shown? |
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Term
| What is 'perceived severity' in the EEPM? |
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Definition
| How big a deal is the problem presented to me? |
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Term
| What is 'response efficacy' in EEPM? |
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Definition
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Term
| What is 'self-efficacy' in EEPM? |
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Definition
| There's something IIIIII can do about the threat. |
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Term
| What are the three message outcomes when a viewer witnesses a fear appeal ad? |
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Definition
1. Danger control- target takes action to reduce the danger. Successful
2. Fear Control- target takes action to reduce the fear. Avoidance, not successful.
3. No response |
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Term
| How is a fear appeal going to be successful? |
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Definition
| Fear appeal will work when you establish the threat and you audience does something to change. |
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Term
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Definition
Positive: testable hypothesis, practical utility, strong research.
Negative: further specification of model needed. |
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Term
| What is the general focus of Cultivation Theory? |
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Definition
| Influence of television content (especially violence) on perceptions of "reality". |
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Term
| According to Gerbner and the Cultivation Theory, what are the 2 cultural indicators? |
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Definition
Message System Analysis- what is the content of television messages?
Cultivation Analysis- How does television content affect viewers? |
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Term
| What were the findings from the Message System Analysis in Cultivation Theory? |
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Definition
-half of prime time programs contain actual bodily harm or threatened violence.
-weekend children's shows average 20 incidents/ hour
-2/3 of major television characters caught up in violence.
-Symbolic double jeopardy (black & elderly) were more like to be victimized. |
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Term
| According to CT, how many hours of television do you have to watch per day to be considered a "heavy viewer"? |
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Definition
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Term
| According to CT, how many hours of television viewing per day catagorizes a person as a "light viewer"? |
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Definition
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Term
| What is the cultivation differential? |
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Definition
| Differences in percepts of society between light and heavy viewers. |
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Term
| What is the definition of 'mainstreaming'? |
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Definition
Television encourages commonality of outlook among heavy viewers.
-Corresponds to ideas/values expressed on prime time shows. |
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Term
| What is the definition of 'resonance'? |
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Definition
| TV violence promotes mental replaying of actual violence |
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Term
| What does L.J. Shrum's accessibility principle state? CT |
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Definition
| Television is the most accessible source of information for many people |
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Term
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Definition
Sparks and Sarpin (@Purdue).
"How does viewing of crime dramas affect views of reality?"
-asked 103 randomly selected Lafayette residents who were eligible to serve on juries. 1- how many hours of tv they watched/day. 2- their views of criminal justice system.
--Crime drama viewers had a very skewed perception of the criminal justice system. ex) CD viewers- 17% of workforce are lawyers. actual- 1% of workforce |
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Term
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Definition
"How are parents and children affected by viewing of kidnapping stories on TV news?"
-regional random sample of 182 parents.
-Children: more viewing of TV news -->more fear, concern for personal safety.
-Parents: More viewing of TV news DOES NOT EQUAL more fear or concern for child's safety, but more attention to kidnapping stories-->more fear, concern for person safety. |
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Term
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Definition
Positive: scope, practical utility
Negative: Critics agree that yes, cultivation exists, but watching violent t.v. only increases perception of danger by small amount. |
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Term
| What was the original Agenda Setting Theory? |
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Definition
| "Media tells us what to think ABOUT" |
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Term
| What is the revised Agenda Setting Theory? |
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Definition
extended (framing)- media tells us what to think as well as what to think about. If you are viewing the media, then the media is deciding what is important to you.
-- MEDIA AFFECTS THEORY |
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Term
| What is the Chapel Hill (UNC) --Nixon vs. Humphrey campaigns 1968-- study regarding Agenda Setting Theory? |
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Definition
-First study to test AST
-"What is the relationship between media content and voter perception"
-Used media sources such as: Raleigh & Durham papers, Time, Newsweek, CBS & NCB evening news.
-criteria for story prominence= position & length.
-Found a correlational relationship in media agenda vs. voter's agenda |
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Term
| What is the Carter vs. Ford (1976) Study regarding Agenda Setting Theory? |
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Definition
-"Do public priorities really lag behind the media agenda?"
-surveyed public about important issues (election coverage).
-Found a 4-6 week lag in public agenda. |
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Term
| What were the Yale experiments regarding the Agenda Setting Theory? |
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Definition
-"Is media the cause of public agenda effect?"
-different groups of ppl view different features (pollution, national defense) assess agenda change over time.
-FIndings: Media produces agenda change, unless issue is already highly ranked. |
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Term
| Who is most affected by media agenda? |
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Definition
*Those high in curiosity (aka need for orientation).
-- high curiosity results from 1. high relevance of issue and 2. uncertainty about issue.
*Those who get news via traditional rather than new media. |
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Term
| What is the basis of the revised Agenda Setting Theory? |
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Definition
| The media tells us what to think AND what to think about by 'framing'. |
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Term
| What is 'framing' according to Agenda Setting Theory? |
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Definition
framing- the selection of restricted number of thematically related attributes for inclusion on the media agenda when a particular object or issue is discussed.
"The slant the newspaper gives to stories" ex) NYtimes article vs. The Wall Street Journal |
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Term
| What are the 4 parts of the framing process? |
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Definition
Selection- which stories do they put in the news.
exclusion- which stories do the leave out of the news.
emphasis- how much attention a story receives.
elaboration- how much detail is in a story. |
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Term
| What was Ghanem's "Texan Crime Study" regarding Agenda Setting Theory? |
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Definition
-Surveyed people in Texas "How much do you feel concerned about crime?"
- looked at media in the corresponding area.
- The more "crime can happen to anyone" type stories in the region -> more concerned people. |
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Term
| Critique of Agenda Setting Theory |
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Definition
Positive: strong research support for original agenda setting and framing effects. Heuristic value.
Negative: agenda setting may be declining as more people have access to new kinds of media. |
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Term
| What is the general focus of Mood Management Theory? |
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Definition
-Emphasis: individual choice and use of media.
-"Media USE theory"
-Influence of mood on use of media |
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Term
| What are the 3 assumptions of media use theories? |
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Definition
1. Communication behavior is goal-directed, purposive, and motivated.
2. People use media to satisfy felt needs or desires.
3. People are typically, though not always, more influential than media. |
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Term
| What is 'Hedonistic Motivation' in regards to Mood Management Theory? |
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Definition
| -increase pleasure, reduce pain |
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Term
| According to Mood Management Theory, viewers use media to manage... |
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Definition
Physiological arousal
-If stressed, use media to reduce
-If bored, use media to increase
Emotion/mood
-If negative, use media to make positive
-If positive, use media to maintain |
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Term
| What are the 4 characteristics of media... |
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Definition
1. Excitatory Potential: Arousing vs. not arousing (funny vs. sad media)
2. Hedonic Valence: Positive/uplifting vs. Negative/depressing
3. Semantic affinity: Similar to vs. different from viewers current experiences
4. Absorbtion potential: involving vs. uninvolving (subjective to each person) |
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Term
| What are the theoretical propositions of Mood Management Theory? |
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Definition
Arousal:
-influences choice of media. (excitatory potential)
Emotion:
-Influences choice of media (Hedonic valence, semantic affinity, absorbtion potential) |
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Term
| Mood Management Theory Research Exemplar |
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Definition
"Mood Management Theory (MMT) VS. Mood Adjustment Theory (MAT)."
-students exposed to either funny or serious task. While waiting for more of the task to begin, allowed to choose from music selections.
--People picked music according to activities they were going to do.
NOT SUPPORTIVE OF MMT, MORE SUPPORT TO MAT. |
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Term
| Critique of Mood Management Theory |
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Definition
Positive: testable hypothesis, scope
Negative: MMT does not do a good job explaining why people choose to watch media w/ strong negative content (ex. tear jerkers, horror) |
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Term
| What is the general focus of Dimensions of Cultural Variation Theory? |
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Definition
| Describing cultural differences |
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Term
| What is the etic perspective in the DCVT? |
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Definition
| Etic- the way to understand cultures by comparing 2. |
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Term
| What is the emic perspective in DCVT? |
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Definition
| Emic- The best way to understand a culture is to look from within. You can't learn anything about a culture by comparing them. |
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Term
| How is culture defined in the DCVT? |
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Definition
*System of behavior and it's interpretation.
*Shared with a group of people |
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Term
| What are the characteristics of an individualistic culture? |
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Definition
-People emphasize goals, needs, views of individual and immediate family.
-People have many "in groups", but each has a limited influence. (ex, frat, sorority, club)
--Example cultures= US, Canada, Great Britain. |
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Term
| What are the characteristics of a collectivistic culture? |
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Definition
-People have a primary ' in group ' with a very broad influence.
-- people emphasize goals, needs, views of primary in group.
*Example cultures: China, Japan, Brazil |
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Term
| Examples of individualistic and collectivistic self-construals... |
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Definition
I= "I should be judged on my own merit"; "My personal identity, independent of others, is important to me."
C= "My happiness depends on the happiness of the group."; "I feel uncomfortable disagreeing with my group." |
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Term
| What context communication is associated with Individualistic cultures? |
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Definition
Low-context communication.
-the literal words you use, it's what they mean.
-direct communication
-openness, frankness |
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Term
| What context communication is associated with collectivistic cultures? |
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Definition
High-context communication.
-indirect and ambiguous communication.
-conceal truth/feelings to maintain harmony.
-Emphasize- listener's ability to infer intentions |
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Term
| What is uncertainty avoidance regarding DCVT? |
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Definition
-Tolerance for uncertainty and ambiguity
*High UA= "what is different is dangerous
*Low UA= "What is different is curious" |
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Term
| What is power distance regarding DCVT? |
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Definition
-Acceptance of unequal distribution of power by the less powerful.
*High PD= power is accepted fact. ex) Egypt, India, Saudi Arabia.
*Low PD= power should be used only when legitimate. ex) USA, Canada, Germany |
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Term
| Where does the US fall in terms of Masculinity vs. Femininity of our culture? |
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Definition
| U.S. falls in the middle of a masculine vs. feminine culture |
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Term
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Definition
Positive- scope, practical utility, considerable research done
Negative- more research needed on communication behavior, need to understand communication within each specific culture. |
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Term
| What is the definition of self-construal? |
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Definition
| *How people define themselves compared to others. |
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Term
| What is the general focus of Face Negotiation Theory? |
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Definition
| -Explaining conflict behavior as a function of culture, self-construal, and face concerns. |
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Term
| What are the 3 different face concerns? |
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Definition
1. Self face- concerned how other people see you.
2. Other face- concerned about how other people look.
3. Mutual face- When someone else's face threatens your face. |
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Term
| What are the 2 facework strategies? |
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Definition
1. Face-giving- defend and support others.
2. Self-face restoration- justify actions, blame situations. |
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Term
| What are the face concerns of a collectivistic cultures? |
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Definition
*Other face concerns
*Face-giving strategies |
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Term
| What are the face concerns of individualistic cultures? |
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Definition
*Self-face concerns
*Face-restoration strategies |
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Term
| What are Rahim's 5 conflict styles? |
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Definition
1. Avoiding- avoid open discussion
2. Obliging- give in to other
3. Compromising- give and take
4. Dominating- be firm in pursuing own interest
5. Integrating- exchange information to work out the problem together. |
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Term
| What is the Face Negotiation Model? |
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Definition
| Culture --> Self-Construal --> Face-Concerns --> Conflict style |
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Term
| Face Negotiation Research Exemplar... |
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Definition
-"Do self-construals and face-concerns mediate the relationship between culture and conflict style?"
-College students from 4 cultures: Chinese, Japanese, German, U.S.
- questions about recent conflict with person of same culture.
-LOTS OF SUPPORT FOR FNT |
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Term
| Critique of Face Negotiation Theory |
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Definition
Positive: high scope, heuristic value, and practical utility.
Negative: need to understand conflict from within each specific culture. |
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Term
| What is the general focus of Communication Accommodation Theory? |
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Definition
| The process of seeking approval or signaling distinctiveness by converging with or diverging from the speaking style of others. |
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Term
| What is the definition of 'accommodation'? |
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Definition
| *The constant movement toward or away from others by changing your communicative behavior. |
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Term
| What is the convergence strategy for Communication Accommodation Theory? |
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Definition
*Adapting communication behavior to become more similar to another person.
- ex) meet southern boy at camp, by the end of the week you speak in souther accent. |
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Term
| What is the divergence strategy for Communication Accommodation Theory? |
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Definition
*Accentuating communication differences between oneself and another person.
ex.) When daughter speaks in "kid speak", parents makes her speech more pronunciated, pointing out the differences between the 2. |
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Term
| What is the motivation for the convergence strategy for CAT? |
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Definition
*When personal identity is conspicuous, people desire social approval.
(Desire social approval --> Converge --> Positive response from others) |
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Term
| What is the motivation for divergence strategy for CAT? |
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Definition
*When social identity is conspicuous, people feel the need to emphasize their distinctiveness.
(Need for distinctiveness --> Divergence --> Negative response) |
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Term
| What is the definition of 'initial orientation' regarding CAT? |
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Definition
| *Predisposition to focus on personal vs. group identity during conversation. |
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Term
| What is the attribution theory? |
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Definition
*Describes how people assign motives or intentions to others.
-- Def. of 'attribution'= The perceptual process by which we observe what people do and then try to figure out their intent or disposition. |
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