exam 2
Journalism 457 with Clark at University of Tennessee - Knoxville
About this deck
By: Sara Horne
Textbook:
Mass Communication Theory: Foundations, Ferment, and Future
Created: 2009-03-06
Size: 15 flashcards
Views: 23
Textbook:
Mass Communication Theory: Foundations, Ferment, and FutureCreated: 2009-03-06
Size: 15 flashcards
Views: 23
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Limited Effects
the guiding idea that media have minimal effects.
the media is ONE influence in our lives.
we choose to let the media affect us.
the media is ONE influence in our lives.
we choose to let the media affect us.
Paul Lazarfield
two-step flow of information and influence.
indirect effects theory
when the media has an effect, it is filtered through friends or social groups.
limited effectes theory
the media have minimal effects because those effects are mitigated by a variety of mediating variables.
Carl Hovland
the Experimental Section, The Communication Research Program
individual differences
people have different psychological make-ups that cause media influence to vary.
social categories
people of similar backgrounds will have similar patterns of media exposure and reactions to that exposure.
cognitive consistency
people consciously and unconsciously work to preserve their existing views.
cognitive dissonance
information that is inconsistent with a person's already-held attitudes creates psychological discomfort.
selective exposure
people expose themselves to messages that are consistent with their preexisting attitudes and beliefs.
selective retention
people tend to remember best and longest messages most meaningful to them.
selective perception
mentally altering a message so that its meaning is in line with a person's beliefs and attitudes.
limitations of persuasion research 1
experiments conducted in a lab and surverys are often inaccurate at measuring real life media messages
limitations of persuasion research 2
surveys and experiments are not ideal for examining the influence of media over time.
middle range theories
consist of limited sets of hypotheses that are confirmed empirical by research.
add up to make a wider network of theories.
deal with a variety of sociological problems.
acknowledge that their scope is small and suggests the completion of other projects.
add up to make a wider network of theories.
deal with a variety of sociological problems.
acknowledge that their scope is small and suggests the completion of other projects.
About this deck
By: Sara Horne
Textbook: Mass Communication Theory: Foundations, Ferment, and Future
Created: 2009-03-06
Size: 15 flashcards
Views: 23
Textbook:
Mass Communication Theory: Foundations, Ferment, and FutureCreated: 2009-03-06
Size: 15 flashcards
Views: 23
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“Simply amazing. The flash cards are smooth, there are many different types of studying tools, and there is a great search engine. I praise you on the awesomeness.”
Dennis
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