COMM PR 318 Exam 2

NTVS definition of violence:

"Any overt depiction of the use of physical force -- or the credible threat of such force -- intended to physically harm an animate being or group of beings."

Importance of context of violence in the social learning process:

(home alone example) Child reproduces what they observe/model the bad behavior, store behavior into memory, child performs behavior

Levels of Cognitive Elaboration of Persuasive Messages:

1. Automatic: minimal level of attention to and awareness of persuasion, motivation and ability to process are not required, narrative integrations rely on this type of processing 2. Heuristic: moderate to low levels of message attention and awareness, low motivation and ability to process persuasive message, reliance on simple and low effort evaluation strategies 3. Systematic: high attention to and awareness of persuasive message, high motivation and ability to process all available information, will apply persuasion knowledge to message

4 levels of Advertising Literacy:

1. The advertiser has a different perspective than that of receiver (recognition of advertising). 2. The advertiser wants the receiver to buy something (understanding of selling intent) 3. The advertiser wants the receiver to like the brand/product - advertiser won't necessarily present it in a truthful manner (understanding of persuasive intent) 4. Biased messages require a different interpretative strategy than information messages - need to be skeptical about advertising

What age can children recognize advertising?

5 years old

Bechdel Test

A way of evaluating whether or not a film or other work of fiction portrays women in a way that is sexist or characterized by gender stereotyping. To pass the test a work must feature at least two women, these women must talk to each other and their conversation must concern something other than a man.

Media Ideology

A world view, a system of values, attitudes and beliefs which culture and society hold to be true or important, Ideologies are beliefs that we live by in our day-to-day lives and often do not question. This keeps a sense of stability in society.

Information Processing Principles:

Cognitive resources are finite % limited, people will only use the resources that are required to process a message

TV Rating Info:

Descriptive ratings are more effective than age-based ratings. Most developed countries use descriptive ratings

Resources Required

How many cognitive resources demanded oof viewer to process message

Resources Allocated

How many cognitive resources devoted to attention to and elaboration of advertising

Cognitive Elaboration

How much a person thinks about a message & motivation and ability to process the message.

PCMC Model:

Information Processing Principles

Gender Development Stage 2-6 years

Label self as boy/girl, rigid understanding of gender roles, gender typed toy/activity

Gender Typing

Learning of gender in childhood and adolescence

What de-stabilizes dominant ideology?

Policy, diversity of creative, % of female supporting minor characters in children's TV going down over the years

Concrete to inferential processing:

Preoperational kids focus on explicit and tangible information & Concrete operational can extract information that is implied but not explicitly presented

Perceptual to conceptual processing:

Preoperational kids will focus on the ways things look & Concrete operational kids will focus on what things mean

Formal Operational Kids:

Rely on whether events are plausible

Results of Martins & Wilson Study?

Socially aggressive TV positively correlated with social aggression & No differences by age wishful identification and perceived realism

Media Representation

The ways in which the media portray particular groups, communities, experiences, ideas, or topics from a particular ideological or value perspective, Rather than simply reflecting or mirroring "reality," media representations serve to "re-present" or to actually create a new reality.

How frequent is social aggression on kids' compared to physical aggression?

Top 50 programs popular with kids: 14.4 incidents/hour, 1 incident/ 4 min, more frequent than physical aggression

Social Aggression:

Type of non-physical aggression that is intended to damage a target's self-esteem or social standing

Information processing theories (behavioral scripts)

We look to the media for rules on how to behave

Catharsis:

a person's violent impulses can be released directly or they can be "purged" through exposure to fantasy

Violence that encourages aggression:

attractive perpetrator, violence is justified, violence is rewarded, violence results in no discernible harm, violence is humorous

Format Integration

blurring between the persuasive message and editorial context (face facts magazine article, CNN dog article)

Thematic integration

congruence between the persuasive message and its context (spongebob character, soccer game)

TV Advertising

discrete ads of standard lengths that appear at predictable intervals in program breaks.

Violence that discourages aggression:

evil perpetrator, violence is unjust, violence is punished, violence causes obvious injury and pain, violence is tragic

A Bobo Doll Study:

exposure to violent act vs. no exposure RESULTS: no difference in imitative aggression between real life, filmed, and cartoon violence.

Preoperational Kids:

focus on the ways things LOOK and rely on striking violations oh physical reality to make judgments about reality,

Concrete Operational Kids:

focus on what things MEAN and rely on whether events are possible to make judgements about reality

Gender Development Stage 14-17 years

gender identity more flexible, matters related to romance and sex

Gender Development Stage 7-10 years

gender roles more flexible

21st Century Marketing

highly embedded, hidden marketing make more difficult for children to even recognize advertising (only the first level of advertising literacy)

Narrative Integration

integration of persuasive message within the narrative ( pokemon, dora, oreo twist lick dunk)

Behavioral Scripts:

mental routines for familiar events that are stored in memory, these scripts encoded during childhood are stable and resistant to change

Gender Development Stage 11-13 years

puberty, gender intensification, concerns about appearance

Comprehending Reality:

things that exist and fantasy

Priming:

violent stimuli in the media can activate aggressive thoughts, feelings, and actions stored in a person's memory for a short time after exposure. EX: viole