Mass Media Exam 3

Front 1

Aggregate effects are...

Back 1

Different than individual effects

Front 2

Pew Research News IQ quiz

Back 2

Assesses where the public stands on current events knowledge

Front 3

Two step flow theory

Back 3

(Investigated campaign effects of 1940 presidential election with FDR and Wendell Willkie to asses the effects of media on voting decisions over time)

Findings:

Person to person communication is more influential than media.

Information flow: media -> opinion leader-> individuals

Front 4

Diffusion of innovations/ information theory

Back 4

How an innovation (or information) is communicated over time through different channels to members of a social system.

Front 5

Four key elements to diffusion of innovations/information theory:

Back 5

1. Innovation

2. Communication

3. Time

4. Social system

Front 6

Knowledge gap theory

Back 6

Some individuals learn much more from media than others.

Front 7

As media access grows, the knowledge gap grows larger because of:

Back 7

1. Education

2. Socioeconomic status

Theory: motivational factor -> education -> socioeconomic status

Front 8

Digital divide

Back 8

As technology becomes more prevalent so does the recognition that not everyone has it.

Front 9

Digital divide happens at 3 levels:

Back 9

1. Economic: cost of technology

2. Usability: ability to operate technology

3. Empowerment: ability to achieve their personal goals via technology

Front 10

The economic cost of technology is...

Back 10

Dropping, but as income decreases so does internet usage.

Front 11

The webs biggest access problem is _____.

Back 11

Usability

Front 12

What percent of the U.S has lower literacy skills?

Back 12

40%

Front 13

Effects of news

Back 13

- expands ones knowledge base

- offers info about things we cant experience ourselves

- creates and maintains a collective memory

Front 14

Filter bubbles (problem with news feed algorithms)

Back 14

We only see content that we like and agree with.

Info gets so personalized you no longer see other perspectives.

Front 15

Echo chambers (problem with news feed algorithms)

Back 15

Ideas amplified and reinforced in a closed system.

Competing views are censored or underrepresented.

Front 16

Public service or information campaigns are designed to...

Back 16

Improve your life with information which hopefully leads to a change in behavior.

Front 17

Agenda setting theory

Back 17

The press tells us what to think about

Front 18

Cultivation theory

Back 18

The more time people spend with media the more they believe the social reality it portrays

Front 19

Mainstreaming

Back 19

Despite initial individual differences, heavy TV views become more similar in views and beliefs

Front 20

Resonance

Back 20

When a person's real life environment strong resembles the environment depicted in media

Front 21

Study: U.S public views about protecting gun rights vs. Control gun ownership shows...

Back 21

People who want to protect guns rights have increased and those who want to control gun ownership have slightly decreased/ come together.

Stronger gun law support spikes after mass shootings.

Front 22

Experiment on the effects of different news story elements on gun restriction attitudes:

Back 22

Found that proposing a ban on large capacity magazines significantly increases support of ban.

Front 23

Analysis of public sentiment in MA using Twitter showed:

Back 23

36% positive

42% negative

22% neutral

Net sentiment rate -.065

(Slightly negative overall)

Front 24

Copycat phenomenon

Back 24

Viewers imitating the violent behavior they see on TV.

Why? The promise of media attention.

Front 25

Perpetrators were shown in photos __x more than vicitims

Back 25

16x

Front 26

Study of juvenile copycat criminals

Back 26

33% thought about copying a crime from media

25% tried to copy a crime from media

Front 27

The Viennese study of suicide reporting discovered

Back 27

Changing the way suicide is reported in the news could reduce copycat suicides by 80%

Front 28

TV coverage of states that had primaries led to the other states...

Back 28

Wanting them too.

1940: 13 states had primaries

1976: 30 states had primaries

2016: all states have primaries

Front 29

Front-loading

Back 29

Media give disproportionate coverage to early primaries which influences later primaries. (Candidates have to do well in the first primary if they want to get continued press coverage)

Front 30

Upside and downside to media influence on primaries

Back 30

Upside = more info than ever about candidates

Downside = mostly negative and superficial information

Front 31

First presidental candidate to have a blog:

Back 31

Howard Dean, 2004

Lost the election though after not winning the first primaries

Front 32

How media has influenced nominating conventions:

Back 32

- Leading candidate is now known well in advance of nominating conventions.

- Coverage is now only on major speeches

Front 33

Political advertising spending increased by ___% in the early days of TV

Back 33

600

Front 34

With each new media, candidates have...

Back 34

Greater direct access to the public

Front 35

Positive and negative effects of internet influence on politics:

Back 35

Positive:

Creativity, interactivity, independence, depth.

Negative:

Inequality, filterlessness, blurring, constant surveillance, cocooning

Front 36

Changes in depictions of family on TV are similar to...

Back 36

Changes in family in real life.

(Less "nuclear" families, more single parents, more extended families)

Front 37

Are ads still focused on mom doing it all?

Back 37

No, ads now focused more on kids and less on the gender of parents

Front 38

Media portrayals of family influence...

Back 38

Public opinion about expectations of family values.

Front 39

How is family media use more fragmented?

Back 39

Families consume less media together.

When they do there is less interaction around content.

Front 40

Parental shift from introducing kids to ___ go protecting them from ___.

Back 40

Culture

Front 41

Restrictive mediation

Back 41

Parents set rules or prohibit use of certain media.

Front 42

Instructive mediation

Back 42

Parents explain or discuss certain aspects of media.

Front 43

Social co-use

Back 43

Parents and children consume media together

Front 44

Parental mediation of TV significantly increases children's ___ about media.

Back 44

Skepticism

Front 45

Computer mediated communication is [higher/ lower] in communication satisfaction than face to face communication between college students and parents.

Back 45

Higher

Front 46

McLuhan (1964) developed that

Back 46

What is communicated is less important than how its communicated

Front 47

Hot media

Back 47

High definition requires less effort on our part

Front 48

Cold media

Back 48

Low definition, requires more effort on our part.

Front 49

Text messaging has replaced the period with a ______.

Back 49

Line break

Front 50

Mass media fulfill 3 roles in society:

Back 50

1. Surveillance

2. Correlation

3. Transmission

In 1960 Wright added:

4. Entertainment

Added later:

5. Mobilization

Front 51

Mass media socialize us into a...

Back 51

Common ways of thinking

Front 52

"The Triple Revolution"

Back 52

1. Use of online social networks

2. Instantaneous internet

3. Always connected to mobile phones

Front 53

Integration

Back 53

Mass media serve to pull people together who would otherwise be scattered in some way

Front 54

Fragmentation

Back 54

Society fragments as a result of mass media; reduction of the "public sphere"

Front 55

True or false, the media exerts influence on itself

Back 55

True, media alterations to society and culture influence changes in media structures and practices.

Front 56

Social media has made journalism:

Back 56

1. Faster

2. Easier

3. More personal

Front 57

What percent of young adults have dropped cable or satellite TV service?

Back 57

19%

Front 58

Influence of streaming services on TV:

Back 58

TV now mimics streaming services

Front 59

Vertical integration

Back 59

- Greater program diversify and lower prices

- shift from focus on channel to message

Front 60

What 6 firms own all of American mass media?

Back 60

Bertelsmann, Disney, GE, News Corp., Time Warner, Viacom

Front 61

___% of the recording market belongs to 5 media companies

Back 61

95%

Front 62

8 Hollywood studios account for __% of film rentals

Back 62

89%

Front 63

3 TV networks earn more than ___ of revenue.

Back 63

2/3

Front 64

As competition among media companies decreases the content of messages changes...

Back 64

Negatively. Fewer companies limit the range of expression.

Front 65

Large companies enjoy greater ______.

Back 65

Economies of scale.

Front 66

Values acquired in journalism:

Back 66

1. Dissemination: getting info to the public

2. Interpretation: interpreting cimolect issues

3. Adversary: serving as social critic of government and business

Front 67

Methodological cautions:

Back 67

1. Use of self reports

2. Use of repeated measures

3. Use of attribute variables

4. Calibration of influences

Front 68

What is the issue with relying on self reports data?

Back 68

Our intended behaviors dont necessarily reflect our actual behaviors.

Front 69

What percent of media effects studies published 1995 - 2009 used self reports?

Back 69

82%

Front 70

Our behavioral intentions are ___ than our actual behaviors.

Back 70

Better.

We are often unaware of what our actual behavior is.

Front 71

Why do studies use self reports?

Back 71

Inexpensive, efficient way to get behavioral data.

Front 72

What would be the best way to get behavioral data?

Back 72

Electronic recording

Front 73

Is media effects more concerned with longterm or short term effects on individuals?

Back 73

Long term effects

Front 74

Only __% of studies that make long term media effects claims use repeated measures.

Back 74

92%

Most only measure in cross sectional/ one time studies.

Assume they media use and effects are stable over time.

Front 75

Attribute variable

Back 75

Superficial characteristics of a person.

Easy to measure but limited in explanatory power.

Front 76

Study: idealized media images in adolescent body image, comparing boys and girls.

Back 76

(Adolescent girls and boys viewed TV commercials with idealized body images for men and women.)

Findings: exposure to idealized commercials lef to increased body dissatisfaction for girls but NOT boys.

Front 77

Studies focus on ___ significance, not necessarily on ____ significance.

Back 77

Statistical, substantive

Front 78

What are mass medias:

Back 78

1. Size of audience

2. Type of audience

3. Channel of transmission

4. The Something Else

Front 79

Mass communication

Back 79

The process by which a complex organization with the aid of one or more machines produces and transmits public messages that are directed at large, heterogeneous and scattered audience.

Front 80

Is a phone a mass medium?

Back 80

No but a smartphone might be

Front 81

What distinguishes mass media and non-mass media?

Back 81

1. Intentions of senders

2. Channels of transmission

3. Mass media are organizations, not individuals

Front 82

Almost no mass media research examine media under "mass" conditions, most data collections focus on:

Back 82

- one medium or type of content at a time

- focus on individual effects

Front 83

Each of us follows a unique pattern of exposure, but:

Back 83

1. We all spend a great deal of time with media

2. We all navigate this exposure mostly automatically

Front 84

We experience media in one of three exposure states:

Back 84

1. Attentional

2. Transported

3. Self-reflexive

Front 85

Media effects result in part or in whole from...

Back 85

Media influence

Front 86

Media effects differ by:

Back 86

1. Level (macro/ micro)

2. Timing (immediate/ long term)

3. Duration (temporary/ permanent)

4. Directness (direct/ indirect)

5. Intention (intended/ unintended)

6. Change (difference/ no difference)

7. Valence (positive/ negative)

8. Manifestation (observable/ latent)

Front 87

Media influence is continual and ongoing in three ways:

Back 87

1. Directly (during exposures to messages)

2. Indirectly (through interaction with others who've been influenced by media)

3. Through our mental algorithms used to make our selection of messages

Front 88

Important to think of patterns over time through fluctuations to baselines:

Back 88

1. Duration (how long fluctuation lasts before returning to baseline)

2. Magnitude (how far the fluctuation spike deviates from the baseline

3. Direction (whether fluctuation spike moves upward or downward)

Front 89

Affect

Back 89

To have an effect on or make a difference to