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| the idea that mass communication has great power, also called hypodermic needle theory or the stimulus-response theory. |
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| The selection and use of facts or falsehoods, illustrations or distractions and logical or illogical statements in order to give the best or worst possible case for an idea, program, person or product. |
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| A propaganda technique that has as its theme 'everybody - at least all of us - is doing it'; with it, the propagandist attempts to convince us that all members of a group to which we belong are accepting his program and that we must therefore follow our crowd and 'jump on the bandwagon' |
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| propaganda technique associating something with a 'virtue word' used to make us accept and approve the thing without examining the evidence |
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| giving an idea a bad label - used to make us reject and condemn the idea without examining the evidence. |
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| a state in which related perceptions and sentiments co-exist without stress |
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| symbol manipulation designed to produce action in others |
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| a propaganda technique by which a speaker attempts to convince his audience that he and his ideas are good because they are 'of the people' the 'plain folks' |
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| the control of opinion by significant symbols, or to speak more concretely and less accurately, by stories, rumors, reports, pictures and other forms of social communication or from Lasswell - the technique of influencing human action by the manipulation of representations spoken, written, pictorial, or muscial form. Or as distinquished from persuasion by Brown 'when someone judges the action which is the goal of the persuasive effor will be advantageous to the persuader but not in the best interests of the persuadee. |
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| a propaganda technique that consists in having some respected or hated person say that a given idea or program or product or person is good or bad. |
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| a propaganda technique that carries the authority, sanction, and prestige of something respected and revered over to something else in order to make the latter more acceptable. |
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| a theory of the way an individual organizes attitudes toward people and objects in relation to one another within her or his own cognitive structure |
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| a situation in which the perceived units and the experienced sentiments co-exist without stress |
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| cognitive dissonance (theory of) |
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| the most general of consistency theories; considers the relationships between any cognitions; Festinger holds that two elements of knowledge 'are in dissonant relation if, considering these two alone, the obverse of one element would follow from the other.' |
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Chapter Seven congruity theory |
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| a special case of Heider's balance theory which deals specifically with the attitudes persons hold toward sources of information and the objects of the source's assertations (Osgood) |
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| the agreement or harmony of parts or features to one another or a whole; (from science) the notion that phenomena are ordered (or consistent). |
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| a refusal to recognize the truth or reality |
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| in congruity theory the state that exists when the attitudes toward the source and the object are similar and the assertion is negative or when they are dissimilar and the assertion is positive. |
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| the quality or state of disbelief |
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| the attempt to explain irrational behavior in a rational or consistant way |
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| attending to only the parts of a message that agree with our "prevailing frame of reference" |
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| the avoidence of messages that we suspect will not agree with our concept of the world. |
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| upon receipt of a message that causes incongruity, the misperception of the message to make it fit our view of realtiy |
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| remembering only points of a message that support our "prevailing frame of reference" |
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| Newcombs application of Heiders balance theory to communication between people who are often attempting to influence one another to bring about symmetry (consistency, balance, or equilibrium) |
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| a situation that produces tension and generates forces to restore balance |
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| a manifestation of an attitude; liking or feeling about an object. |
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| predispositions to respond positively or negatively toward things |
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| the dividing of the audience into the homogeneious groups that share certain attitudes, behaviors, and levels of knowledge and that use the same communication channels. |
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| a manifestation of an attitude, actions toward an object |
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| statements tjat people assume to be true |
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| in the elaboration liklihood model the method involved when the receiver actively processes the information and is persuaded by the rationality of the arguments. |
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| a manifestation of an attitude; beliefs about an object. |
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| a model which states that attitude change is mediated by thoughts ocurring in the recipient's mind. |
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| convergent style of research |
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| a style of research in which researchers bring a variety of theories convergently to bear on the relation of interest. |
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| a factor of source credibility based on aggressive-meek and active-passive scales. |
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| the purpose served by attitudes that are held because people are protecting their egos from their own unacceptable impulses or from knowledge of threatening forces without. |
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| the extent to which a person carefully thinks abot issue-relevant information |
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| a tactic used in mass communication that threatens or arouses some fear in the audience. |
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| the idea that a persuasive message should be tailored to correspond to the motivational base for which an attitude is held. |
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| a fear appeal that presents the threat in terms of gained opportunities or decreased negative consequences |
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| in the heuristic-systematic model away of processing persuasive messages that uses inferential rules or schemas to form judgements or make decisions. |
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| a theory dealing with making attitudes resistant to change, usually by giving audience members small doses of opposing arguements. |
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| instrumental, adjustive, or utilitarian function |
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| the purpose served by by attitudes that are held because people are striving to maximize the rewards in their external environments and minimize the penalties |
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| interattitudinal structure |
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| the clustering together of attitudes in groups or sets |
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| intra-attitudinal structure |
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| the way components (affective, behavioral and cognitive components) of an attitude relate to one another. |
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| in human behavior, the model that suggests that human beings are non-thinking creatures whose beliefs are easily influenced by people around them and who even can have their perception of reality influenced by their own desires. |
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| the purpose served by attitudes that are held because they satisfy a desire for knowledge or provide structure and meaning in what would otherwise be a chaotic world. |
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| reinforcement theory; the theory that attitudes are learned and that they are changed through the same processes that occur when learning takes place. |
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| a fear appeal that presents the threat in terms of lost opportunities or increased negative consequences |
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| a factor of source credibility based on open-minded-closed-minded and objective-subjective scales |
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| in the elaboration liklihood model, the method involved when the receiver does not expend the cognitive energy to evaluate the arguements and process the information in the message and is guided more by peripheral cues. |
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| attitude change resulting from exposure to information from others |
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| professionalism or competnece |
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| a factor of source credibility based on experienced inexperienced and has professional manner lacks professional manner scales. |
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| protection motivation theory |
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| a theory that proposes that attitude change is a function of the amount of protection motivation aroused by the cognitive appraisal that the audience member goes through. |
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| in human behavior, the model that suggests that human beings are intelligent and critical thinkers who can make wise decisions when given ample information. |
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| a statistically significant increase in opinion change for a group exposed to a low credibility source; referred to as absolute sleeper effect |
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| in the heuristic-systematic model a way of processing persuasive messages that reflects careful, analytic, and effortful examination of the message. |
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| a factor of source credibility based on right-wrong, honest-dishonest, trustworthy-untrustworthy, and just-unjust scales |
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| value-expressive function |
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| the purpose served by attitudes that are held because they allow a person to give positive expression to central values and to the kind of person one feels he or she is. |
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What is an example of incongruity in the media?
a. The Sept 11 coverage
b. Dan Rather and the President Bush National Guard story
c. John Steward on Fox News' O'Reilly Factor
d. None of the above
e. All of the above |
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| True or False. People may not fully avoid the message but they won't limit or filter how they process the info. |
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_______ decisions often involve dissonance.
a. denial
b. forced
c. filter
d. consumer
e. slanted |
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Heider's view of life is:
a. Positive/Negative
b. Some gray areas, mostly black and white
c. Black and white
d. Consistent/inconsistent
e. none of the above |
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