Jour 3005 Final (Test Qs)
Cialdini and Sagarin discuss several principles/heuristics for compliance. One of these principles is "one should be more willing to comply with the requests of friends or other liked individuals". According to this principle what heuristics would increase the likelihood that consumers comply with the requested favor? Compliments Similarity Physical attractiveness All of the these
All of the these
In their review of the knowledge gap hypothesis, Finnegan & Viswanath (2008) discussed several factors that could impact knowledge gaps. Which of these factors did they describe? All of the these Nature of topic (e.g., public affairs, environment) Individual difference variables (e.g., personal relevance or interest) Channel being used (e.g., print news, television)
All of the these
Deb, a researcher who studies media effects on children, is interested in food marketing to kids. Deb computes a correlation between the amount of TV food marketing that kids see and their expressed interest in junk food. Looking at the correlation, Deb concludes, "The more food marketing that kids are exposed to on TV, the more they ask their parents for junk food." Which correlation corresponds with this conclusion? -0.40 -0.04 +0.04 +0.40
+0.40
McDonalds and tobacco companies like Philip Morris-Altria have huge marketing/public relations departments and budgets, whereas community-based non-profit health organizations do not have such resources. Which phenomenon is illustrated in this example? Gatekeeping Communication inequality Mainstreaming Searchlightin
Communication inequality
Two research methods are commonly used in framing research. We often use experiments to study the effects of framing, but to identify the news frames themselves, we use...
Content analysis
Gatekeeping
Control over the flow of information from news media
What type of effects can you expect if concepts are primed repeatedly by the mass media? Framing effects Need for orientation effects Cultivation effects Agenda setting effect
Cultivation effects
The War of the Worlds radio broadcast and Nazi monopolization of mass media provided evidence in support of... Cultivation theory Direct media influence Weak media effects The idea that people use media to satisfy needs they have
Direct media influence
The Minnesota Department of Health (MDH) is designing a media campaign to promote childhood vaccination. The target population for the campaign is parents of children under age 2, so MDH plans to hold several focus groups with these parents to understand their beliefs about childhood vaccination. According to the reasoned action theory, there are three types of beliefs that underlie attitudes, perceived norms, and self-efficacy. List these three types of beliefs that MDH should ask about in their focus groups.
Efficacy beliefs Normative Beliefs behavioral beliefs
Priming is based on the idea that concepts (i.e., words, ideas) are connected in associative networks. For example, our class discussion showed that the concept "winter" was associated with words like "snow," "cold," "snowboarding," etc. Given this associative networks perspective, what is true of a priming effect? We can only evaluate an issue if a message mentions all concepts in a particular associative network The more often a concept is activated, the more our perception of reality reflects actual reality Activating a single concept automatically activates other concepts that are related or similar in meaning The more often a concept is activated, the weaker its connection with other concepts
Activating a single concept automatically activates other concepts that are related or similar in meaning
Social Cognitive Theory (or Social Learning Theory) grew out of early studies on... Humor Hyperactivity Aggression Deception
Aggression
In news media coverage of the human papilloma virus (HPV) vaccine, one issue that has come up again and again is the question of sexual promiscuity, or whether receiving the HPV vaccine will lead to increased sexual activity (among girls, in particular). Even though researchers have shown that getting the vaccine does not lead to increased promiscuity, public opinion surveys show that some people still hold this belief. Given what you know about the psychological basis for framing effects, why might this be the case? An HPV news story will activate our preexisting schemas, which, for some people, include a link between HPV vaccination and promiscuous sexual behavior An HPV news story will set the agenda for the public, which means that people think HPV vaccination is an important issue An HPV news story will activate our associative networks, which connect HPV vaccine with related concepts like sexual promiscuity and vaccine safety An HPV news story will activate our preexisting schemas, which, for some people, include evidence that the HPV vaccine is safe and effective
An HPV news story will activate our preexisting schemas, which, for some people, include a link between HPV vaccination and promiscuous sexual behavior
The Knowledge Gap Hypothesis predicts that... As more information is made available through the media, those of higher socioeconomic position will benefit more than those of lower socioeconomic position As more information is made available through the media, those of lower socioeconomic position will benefit more than those of higher socioeconomic position The more information is made available through the media, the more public knowledge increases The more information is made available through the media, the less public knowledge increases
As more information is made available through the media, those of higher socioeconomic position will benefit more than those of lower socioeconomic position
Which of these studies would be an example of a content analysis? Interviewing members of a racial/ethnic minority group to understand their reactions to how the media portray members of their group. Assessing children's exposure to educational television programs and evaluating subsequent learning outcomes. Asking young adults about their exposure to late-night comedy (e.g., Jon Stewart) and their political knowledge. Assessing the frequency of sexual content (e.g., promiscuous clothing, provocative dancing) in popular music videos
Assessing the frequency of sexual content (e.g., promiscuous clothing, provocative dancing) in popular music videos
There is some evidence that watching movies that feature heavy alcohol use—such as Animal House (1978) and Old School (2003)—has led to binge drinking among college students. But the evidence is mixed: some students seem to binge drink after watching these movies, while others don't. Social Cognitive Theory (or Social Learning Theory) can help us to understand why only some students model their drinking behavior after what they see in movies. The theory says there are four necessary conditions for observational learning to occur. What are these four conditions?
Attention retention reciprocal motivation
The Reasoned action theory says that our intention to perform a particular behavior is a function of different types of perceptions. One has to do with how favorably we evaluate our performing the behavior. This is called... Attitude Emotion Self-efficacy Social influence
Attitude
Bandura described different disinhibitory mechanisms used in self-regulation. An example of such a mechanism is euphemistic labeling. The different mechanisms are described in the book and we discussed them in class. Name two other disinhibitory mechanisms mentioned in the book or in class Describe these two mechanisms by using a media example. We used the example of the television series Dexter in class. You may want to use this example or you can think of your own example.
Blaming the victim, an example of this is blaming the rape victim for getting raped because the person was "too drunk" or wearing too revealing of clothes. Moral Justification, an example for that is someone similar to Dexter killing people, but saying that he is only killing bad people. Even though he is still killing people we are justifying his actions because they could potentially make the world a safer, better place.
The Elaboration Likelihood Model says that central or systematic processing of a message... Means that attitude will not change Can lead to attitude change, but the resulting attitude is negative Can lead to attitude change, but the resulting attitude is unstable Can lead to attitude change, and the resulting attitude is stable
Can lead to attitude change, and the resulting attitude is stable
Priming has its origins in... Cognitive social psychology Health communication Marketing Entertainment media effects
Cognitive social psychology
In media effects research, we are concerned with validity: we need to be sure that our findings are true. Which of the following gives us confidence that our research is valid? Designing questions that leave room for interpretation Ensuring that the people we choose to study represent the larger group we want to generalize to Loosely defining the concepts we are interested in Conducting many analyses, which may or may not be relevant to the question at hand
Ensuring that the people we choose to study represent the larger group we want to generalize to
Frame Building
Factors that influence the structural qualities of News Frames
I care deeply about public education reform, but at the same time I don't think that I have all of the information that's necessary to form an opinion. Thus my need for orientation is... Low High Moderate Irrelevant
High
When you see someone do something, you compare the behavior that you see against your own standards. If your own standards conflict with the observed behavior, you may not model your behavior after what you see. This is called... Inhibition Disinhibition Vicarious learning Reproduction
Inhibition
In content analysis research, we need to ensure that the coders who examine and record media content do so in a systematic fashion. In other words, we need to make sure that Coder A defines a "thin model" the same way as Coder B. We therefore assess coder agreement by calculating ... Correlation coefficients Random samples Inter-coder reliability Units of analysis
Inter-coder reliability
When an associative network is primed, it is activated. This means that the concepts (or nodes) in that network are "online," or top of mind. Why does such activation matter? It can lead us to judge important issues in particular ways It increases the chance that we will reject media messages It can distract us from prior intense experiences It decreases our mental resources, leaving us with less energy for other tasks
It can lead us to judge important issues in particular ways
Half a century ago Katz and Lazarsfeld conducted a study that changed how media scholars think about media effects. Using a sample of 800 women in Decatur, IL, they found that media sometimes reaches a specific, small group of people, who in turn tell people in their social network about what they saw, heard or read in the media. From the perspective of media effects scholarship, why was the Katz and Lazarsfeld study such a big deal? It focused scholars' attention on understanding indirect media effects, rather than trying to demonstrate direct media effects Once again, the study proved that when people use one source of information, then that source will have powerful effects on those people The study was the basis of the hypodermic needle model of media effects The conclusions of the study helped establish a legacy of fear -- a belief that media messages upset the social order
It focused scholars' attention on understanding indirect media effects, rather than trying to demonstrate direct media effects
Which of the following is NOT a common criticism of cultivation theory? It focuses on individual-level, rather than societal-level, effects Other variables (e.g., age, education, income) could explain the associations observed between heavy TV use and perceptions of the world Psychological processes that could explain cultivation effects are not discussed Temporal order is not clear: people who think the world is a violent place might be more likely to stay home and watch a lot of TV
It focuses on individual-level, rather than societal-level, effects
According to Bryant, Thompson, and Finklea, persuasion research differs from other areas of media effects research because... It is concerned with how we use the media to fulfill information needs It is concerned with messages that are usually unintended It is concerned with messages that are intentional, or designed to have an intended effect It is concerned with how we learn from other sources
It is concerned with messages that are intentional, or designed to have an intended effect
The main finding in McCombs & Shaw's (1972) landmark agenda setting study was correlational; in other words, causality was not established. What does this imply about the central finding of the study? It is possible that the election influenced both the news media's agenda and the public's priorities It is possible that what the news media reported on was not associated with the public's priorities It is possible that the public's priorities influenced what topics the news media decided to cover None of the above
It is possible that the public's priorities influenced what topics the news media decided to cover
Cultivation theory, agenda setting, and media priming all propose that... Mass media influence our perception of reality Mass media make us mimic behavior as portrayed in media messages Mass media effects are very small Mass media have primarily negative effects
Mass media influence our perception of reality
In contrast to some earlier mass media effects theories, uses and gratifications theory sees people as active decision makers. What does this imply for how uses and gratifications theorists think about the power of the mass media? Mass media effects are small, but meaningful Mass media have mostly positive effects on people Mass media have mostly negative effects on people Mass media will never have the same effects on everyone
Mass media will never have the same effects on everyone
Research has shown that heavy TV users are more likely to buy home security systems than people who watch much less TV. Which idea can explain this finding? Hierarchy of needs Mean world syndrome Third person effect Displacement
Mean world syndrome
After decades of research, scholars have published over 100 longitudinal survey and experimental studies describing the relationship between exposure to smoking in movies and adolescent smoking behavior (e.g., smoking initiation). Maria, a tobacco researcher at the U, is interested in whether there is consistent evidence of effects across all of these studies. What research method should she use to answer her question? Deductive reasoning Triangulation Correlation Meta-analysis
Meta-analysis
Several studies during the 1940s and 1950s (e.g., Katz & Lazarsfeld's Personal Influence) provided evidence of indirect effects, whereby media affected people who, in turn, influenced those in their social network. What do we call these people who serve as crucial intermediaries?
Opinion leaders
Symbolizing
Our capacity to give meaning to incoming information
Vicarious Capacity
Our capacity to learn without direct experience
Self Relection
Our capacity to self-check to make sure our thinking is correct
Self Regulation
Our capacity to to motivate ourselves to perform certain tasks or achieve certain goals
In agenda setting, the central outcome of interest is whether an issue becomes important to the public. What do we call this agenda setting effect?
Salience
How do expectancy-value models explain why people watch a TV show like Keeping Up with the Kardashians? People watch the Kardashians because the show fulfills their need to make sense of the world People watch the Kardashians because they think that watching produces an outcome that they like People watch the Kardashians because opinion leaders in their social networks watch the show People watch the Kardashians because they are personally involved with the show's topic
People watch the Kardashians because they think that watching produces an outcome that they like
Sue is reading a magazine and comes across an article on blood donation in which people are encouraged to donate blood. She is not particularly interested but as she has some time to kill, she reads the article anyway. What route of information processing will Sue be following? It depends on the message characteristics Central route No route Peripheral route
Peripheral route
In the context of agenda setting, we discussed the fact that people vary in their need for orientation, or whether they feel the need to use the media to understand an issue. Which two concepts are important in determining whether someone has a low, moderate, or high need for orientation? Personal relevance and newsworthiness Personal relevance and degree of uncertainty Source credibility and newsworthiness Source credibility and degree of uncertainty
Personal relevance and degree of uncertainty
Interpretation
Primary Purpose of schemas (In framing)
Retrieval From memory
Primary purpose of associate networks (in priming)
Research suggests that media effects differ in how quickly they wear off. Which type of effect is thought to be short-lived—that is, wear off quickly? Priming effect Framing effect Knowledge gap effect Agenda setting effect
Priming effect
Which all-important feature of experiments makes us feel confident that it is exposure to media—rather than some characteristics of the participants—that produced the effect in question? Random sampling Random assignment Quantitative measurement Qualitative measurement
Random Assignment
Back in 1922, public opinion scholar Walter Lippmann described an important function of the news media: they highlight some issues and not others. For this reason, Lippmann said the news media serve as a...
Searchlight
Agenda setting theory says that the public learns from the news media which issues are currently important. Which two tools do the news media have to indicate that they consider an issue to be important? Correlation and prominence Selection and prominence Selection and norm validation Correlation and norm validation
Selection and prominence
In the reasoned action theory, the extent to which a person feels capable of performing the behavior is called...
Self efficacy
What is the central idea behind cultivation theory? TV creates a symbolic world that distorts its audience's objective views of reality TV does not have significant effects on those who watch it TV allows people to personalize the messages they receive through varied programming TV has a much greater effect on its audiences than radio or the internet
TV creates a symbolic world that distorts its audience's objective views of reality
Communication scientists often take a social science approach to understanding media effects. Which tools do these scientists rely on for this purpose? Triangulation Theory and research Correlation coefficient Cultivation analysis
Theory and research
What does the Elaboration Likelihood Model predict people will do with a persuasive message when they are very tired? They will not process the message They may process the message, but they will process it heuristically They may process the message systematically, but only if the message is personally relevant They will process the message systematically
They may process the message, but they will process it heuristically
The use of multiple methods to answer the same research question is called...
Triangulation
One of the best known studies on agenda setting was conducted in Chapel Hill, NC around the 1968 presidential election. What was the main finding of the Chapel Hill study? Study participants thought that the world around them was more violent than it was in reality What undecided voters reported as key issues in the campaign almost exactly matched the issues covered by the news media The news media had no effect whatsoever The polls used by the news media predicted Humphrey to win, but Nixon won by a landslide
What undecided voters reported as key issues in the campaign almost exactly matched the issues covered by the news media
According to Social Cognitive Theory (or Social Learning Theory), when is observational learning from a character on an entertainment program likely to be strongest? When the observer processes the message heuristically When the modeled behavior conflicts with the observer's own normative standards When the observer can draw on personal experience with the modeled behavior When the observer perceives the character to be similar to himself/herself
When the observer perceives the character to be similar to himself/herself
Bandura described human thoughts and actions as a process of "triadic reciprocal causation." This process suggests that three types of information guide our thoughts and behavior. List these three types of information.
cognitive capabilities (personal characteristics such as cognitive and biological qualities) informational feedback from our own behavior (or just "behavior") context/environment
What is the name of the heuristic strategy belonging to the following compliance principle: One should be more willing to comply with a request or behavior if it is consistent with what similar others are thinking or doing Hint: in the article they discuss 6 different heuristics. In class, we made a poster for each heuristic. Name the heuristic strategy that belongs to the compliance principle above.
social validation
Seth watches about 3 to 4 hours of television on Hulu per night, and he always complains to his friends that there is too much sex and violence on the shows he watches. He worries that exposure to such content must have negative effects on other viewers. Sarah, one of Seth's friends, asks, "Why aren't you worried about yourself?" Seth quickly replies, "Pu-lease, I'm not that gullible! These shows don't affect me." According to the readings and lecture, this is called ...
third person effect
