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Mass Media Effect ✔✔A change in an outcome within a person or social entity that is due to mass media influence following exposures to a mass media message or series of messages.
Six types of Media Effects ✔✔Cognition, Attitudes, Beliefs, Affects, Physiology, and Behavior
3 Effects of Violent Content ✔✔Aggressor, Fear of Victimization, and Desensitization
The Aggressor Effect ✔✔The individual becomes more aggressive after being exposed through cognition or actually behavior.
a. Men are more likely to watch.
b. Children are more susceptible.
c. Violence in music videos leads to more aggressive thoughts.
The Fear of Victimization Effect ✔✔The person becomes bad things will happen because they think the world is a more dangerous place.
Heavy TV viewers are:
i. More fearful about become victims of violence
ii. More distrustful
iii. More likely to perceive the world as dangerous
Desensitization ✔✔The individual does not respond as powerfully to violence or gore.
a. Are less sympathetic to victims of violence.
b. Perceive people to be less injured.
c. Take longer to help people in need
Prosocial Effects of Media ✔✔Playing prosocial video games increases prosocial behaviors overtime
Media can positively influence helpful behaviors and moral behavior, particularly among children and adolescence.
a. Age 9-10: Begin to recognize
b. Age 12: Begin to understand the persuasive intent
Conceptual Congruency ✔✔Two concepts go together.
Perceptual Congruency ✔✔Two concepts look similar.
Gender ✔✔A socially constructed system of symbols that a culture defines as what is a man or a woman.
Product of culture and changes over time.
Sex ✔✔Genetically and biologically determined.
Stable and does not change over time.
Gender Identity ✔✔Self perception as a man or a woman
Androgynous ✔✔Someone who identifies with femininity and masculinity.
Gender-Based Language Use ✔✔Assertiveness and Affiliation
Assertiveness ✔✔Trying to influence others. Connected with masculinity.
Power, independence, and dominance.
Tentative language ✔✔The extent to which someone is uncertain
When men used: Will think they're less powerful
Affiliation ✔✔Connecting to others. Connected with femininity.
Connecting to others, rapport, intimacy
Entertainment Media ✔✔Media primarily intended or used to induce entertainment
5 Characteristics of Persuasion ✔✔1. Successful Influence
- Goal - Outcome that we intended.
- Freedom of will - The person had the opportunity to choose.
- Requires communication
- Change in Mental State
Persuasion ✔✔A successful, intentional (goal-directed) effort to influence another person's mental state through communication in a circumstance in which the target person has some measure of freedom
Persuasion as influence of behavior responses ✔✔Shapes patterns and reinforce patterns of behavior
Attitude ✔✔A predisposition to evaluate an object, issue, or person
Attitude vs. Belief ✔✔Attitude: an enduring positive or negative evaluation of an object or event
Belief: an enduring piece of knowledge about an object or event
Ei. The President
a. Attitude: The President's performance in office has been terrible.
b. Belief: The President supports gun control reform
Value ✔✔A person's principles or standards of behavior; one's judgement of what is important in life
The Attitude-Behavior Relationship ✔✔Under what conditions, do what kinds of attitudes, held by what kinds of people, predict what kinds of behavior?
What conditions affected by the Attitude-Behavior Relationship ✔✔Your attitudes are less likely related to your behavior when you feel a social pressure to behave a particular way.
Your judgement of what the situation demands to shape your attitude.
Ei. Going to a movie you don't want to see because your significant other wants to see it
Value expressive ✔✔Attitudes that allow us to express our true selves.
The Extended Parallel Process Model ✔✔A model of persuasion common in social marketing that suggests that fear can be a motivating factor to behavior change, especially when people feel they can do the behavior and it will work.
Characteristics That Enhance Persuasion ✔✔1. Credibility
- Liking
- Attitudinal
- Similarity
Credibility ✔✔A judgement made by a message recipient concerning the believability of a communicator.
2 Dimensions to Credibility ✔✔1. Competence: The belief that the communicator has knowledge or expertise on the topic.
- Trustworthiness: The belief that the communicator tells the truth as he/she sees it
3 Effects of Credibility ✔✔1. Credibility generally enhances persuasiveness
- Has its greatest impact when the audience does not care that much about the issue
- Can suppress thinking.
Liking ✔✔1. Liked communicators are generally more effective than disliked communicators
- Liking has little impact in high-involvement situations.
Attitudinal ✔✔1. We tend to like people more if we think their attitudes are similar to our attitudes
- Dissimilar communicator can be more persuasive than an attitudinally similar communicator
Similarity ✔✔The effect of physical attractiveness on persuasive outcomes has been weak and inconsistent in attitude change studies.
Can be a form of evidence for some topics.
Ei. Fashion
Message Sidedness ✔✔only one side or all sides of an issue are considered
Repetition ✔✔People will need to hear the message over and over again for the message to sink in.
Conclusion drawing ✔✔The audience needs to be able to draw their own conclusion but may not care about too.
Appeals to Emotion ✔✔Can appeal to emotion and rationality at the same time and can do one and not the other
Fear Appeals ✔✔1. High threat messages do not necessarily arouse fear
- Must be believable, relevant, and novel.
Leads to guilt and shame.
Guilt Appeals ✔✔1. Guilt arises from our awareness that we have behaved in a way that violates that standards of conduct by which our society judges us.
- We can also feel guilty based on the standards-violating actions of our social group
Humor ✔✔1. Humor is effective attention-gaining device
- Humor has little consistent effect on message comprehension and retention
Audience Analysis ✔✔The process of gathering info about audience members through research and informal means and interpreting that info.
Audience segmentation ✔✔Different messages for different audiences
The process of grouping people into the relatively homogeneous subgroups (segments).
Message tailoring ✔✔Different messages for each audience member
Political Communication Research ✔✔The role of messages and communication in the interaction of politics and citizens.
Ei. Attribution of responsibility: While it makes news dramatic, it does not connect with the audience and think that the issue at hand is instead personal instead of a societal problem.
Presumed Influence ✔✔Coverages on the news that are seen as often shapes people's concepts of what is correct.
News > perception of social norm > opinion/behavior
Political Socialization ✔✔the process by which people gain their political attitudes and opinions
Informational and Communicative Uses of Political Socialization ✔✔1. Learning, reinforcing social connections, and coordinating collective actions
- People encourage people to be engage in politics as well as learn about politics about people in their social circles.
- Media use and social networks work together
Non-News content ✔✔Political Socialization Through Entertainment
Allow views to understand community problems and have them modeled
Conditional Media Effects ✔✔1. The link of media and civic life is contingent on content
- Excessive negativism, uncivil discourse, and strategic political maneuvering turns citizens away from politics
Political Advertising ✔✔Carrying their messages directly to their audience
Political Ad Effects ✔✔1. Mobilizes their political base while demobilizing the opponent's
- Covert support of opponent by providing negative information
Negative Political Ads ✔✔1. Targeting undecided voters
- Draw news attention and spark public debate
- Leads to counterattacks
Two step flow of communication ✔✔Media > Opinion Leader > Citizens
Opinion Leader: people who have access to information that normal people do not
Newsworthiness Criteria ✔✔1. Timely/New
- Conflict/Controversy
- Anything unusual
- Being relevant
- Being significant
Issue Specific Frames ✔✔1. Very depending on the nature of the issue
- Represent a certain position on the issue
General (structural) frames ✔✔1. Applicable to most issues
- Not representing a particular perspective
- Grounded in news production processes, not driven by political decisions
Episodic vs Thematic ✔✔Episodic: Personal angle
Thematic: Societal angle with context
External Factors in News Making ✔✔1. Market Influence
- Shaping News Content
- Political Influence
Market influence ✔✔1. Economic imperative
- Marketing to the audience
- Shaping News Content
Political influence ✔✔1. Government Policy
- Media politics
- Media appearance and message shaping
- News Management by Politicians
- Use press releases, press conferences, political events
What is news? ✔✔1. Normative perspective: Information about important issues and society that citizens should be aware of. Should be free from political bias. Democracy and first amendment.
- Economic perspective: A product made of entertainment, information, and is used to make money.
