PUR 4000 - Lindsay Hudock - Spring 2014 - Chapter 6 Review
21.Cognitive Dissonance - What is selective perception?
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22. Cognitive Dissonance - What is selective retention?
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37. What stage of the process is easiest for us to influence?
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Define the attitude system
1. Evaluative frames of reference (values and interests) 2. Cognition (knowledge and beliefs) 3. Affection (feeling) 4. Conation (behavioral intentions)
3. What are the steps in the process of informing?
1. attracting attention to the communication 2. achieving acceptance of the message 3. having interpreted as intended 4. getting the message stored for later use
12. What are the five characteristics of opinion?
1. direction 2. intensity 3. stability 4. informational support 5. social support
5. What are the steps in the process of instructing?
6. stimulating active learning and practice
26. Name the interpersonal contructs of the Coorientational Model?
Agreement Understanding Accuracy
24. Name the parts of the Coorientational Model?
Agreement Understanding Accuracy Congruency
What are the four types of publics?
All issue publics Apathetic publics Single Issue Publics Hot issue publics
1. definition of communication as opposed to dissemination?
Communication is a reciprocal process of exchanging signals to inform, persuade, or instruct, based on shared meanings and conditioned by the communicators relationship and the social context. dissemination - sending a message
25. What are the intrapersonal constructs of the Coorientational Model?
Congrency
How do you influence public opinion?
Convince people of something help them see the opinion is shared motivate them to be vocal
2. What are the three goals of communication
Inform Persuade Instruct
7. What is salience?
Issue salience - determines the prominence and penetration the issue has with the audience, or how will it resonates with each public our feelings based on past experiences what an individual brings to a situation as a result from history
31. What are the four states of consensus?
Monolithic consensus Pluralistic ignorance false consensus dissensus
Do you have to change attitude to change behavior?
No, individual orientations can only influence public opinion if theyre expressed.
32. What is monolithic consensus?
Perceives that majority also agrees on issue ]majority actually agrees on issue represents high levels of actual agreement accurately recognized as such by those involved
42. What is the difference between persuasion and manipulation?
Persuasion - listening and identifying common interests and promotion MUTUALLY BENEFICIAL actions manipulation - persuasion without an ethical framwork
What three factors move latent passive publics to active publics?
Problem Recognition Constraint recognition Level of involvement
11. What is the Spiral of Silence Theory?
The silent majority People who think their opinions arnt popular will ted to remain silent a vocal minority can overshadow a silent majority media covers views displayed most forcefully rather than the actual distribution of views public opinion is created when we perceive support for our views
10. what are opinions?
a judgement expressed about a particular situation reflect an individuals related attitudes but also take into account aspects of the current situation Our assessment of salience and pertinence creates opinions
Single Issue Publics
acted on one or a limited number of related issues (example pro-life, environmental, and animal rights groups)
Hot issue publics
active after media expose almost everyone and the issue becomes the topic of widespread social conversation (mattels recall on lead-painted toys after attracting extensive media attention)
All issue publics
active on all issue
41. What is ethos?
an appeal based on personality or character (may be called the most effective means of persuasion)
40. What is pathos?
an appeal to emotions
39. what is logos?
an appeal to reason
When two or more individual orientations include the same issues or objects and each others what state are they in?
coorientation
9. What are attitudes?
cross situational predisposition or preference with respect to an object or issue a behavioral inclination, a predisposition to act a certain way in a variety of situations our assessment of salience and pertinence creates attitudes
13. characteristics of opinion - direction
direction of opinion indicates the evaluative quality of a predisposition, telling us the "positive-negative-neutral," "for-against-undecided," or "pro-con-it-depends" evaluation of publics. direction is a yes or no answer Direction clearly represents the most basic and most frequently used measure of public opinion
Constraint recognition
extent to which people see themselves limited by external factors, versus seeing that they can do something about the situation.
4. What are the steps in the process of persuading?
goes beyond active learning 5. accepting change; yielding to the wishes or point of view of the sender
16. characteristics of opinion - informational support
how much knowledge people hold about the object or opinion
8. What is pertinence?
how valuable something is in comparison to other things
19. Understand communication behaviors - passive.
information processing may or may not pay attention to messages because they arnt seeking them
18.communication behaviors: Active
information seeking - likely to seek info on the issue
Apathetic publics
innattetive and inactive on all issues
38. identify the three forms or persuasion according to Aristotle
logos pathos ethos
14. characteristics of opinion - intensity
measures how strongly people feel about their opinions, whatever the direction. likert type scale
28. What is understanding?
measures the similarities in the definitions held by two or more persons
36. What is the process public opinion leads to?
media attention->political notice->laws->rules
6. What are Individual Orientations?
our perceptions of things in our environment and the perceptions of significant others views of those same issues of objects do not become public opinion until they are shared or perceived to be shared by others
34. What is false consensus?
perceives that majority also agrees on issue majority does not agree on issue there is actual disagreement but the majority of those involved think they agree
33. What is pluralistic ignorance?
perceives that majority does not agree on issue majority actually agrees on issue majority perceives little agreement, but in fact there is widespread agreement.
35. What is dissensus?
perceives that majority does not agree on issue majority does not agree on issue high levels of actual disagreement are accurately perceived as such
17. characteristics of opinion - social support
provide evidence of the extent to which people think their opinions are shared by others in their social milieu.
15. characteristics of opinion - stability
refers to how long respondents have held or will hold the same direction and intensity of feelings. requires observations at two or more times.
29. What is accuracy?
represents the extent to which your estimate matches the other persons actual views. requires a comparison of observations taken from two two different people. agreement isnt the issue! You just need communication to create shared definitions and accuracy.
Problem Recognition
the extent to which people are aware that something is missing or amiss in a situation, thereby knowing that they need info.
Level of involvement
the extent to which people see themselves being involved and affected by a situation. the more people feel they are connected to a situation the more likely they will communicate about it
27. What is agreement?
the extent to which two or more persons share similar evaluations of an issue of mutual interests
30. What is congruency?
the extent to which you own views match your estimate of anothers views on the same issue (perceived agreement)
When seeking change whos opinion do you try to change?
the undecided
23. Know the Coorientational Model and all related terms- pay close attention to this! It can be confusing. Can you identify the difference between "agreement" and "understanding?" What are we referring to when we talk about "congruency?" If you can't think of examples of each of the elements, you may not understand them well enough.
two or more individuals oriented to something in common and also to each other
20. What is cognitive dissonance?
we avoid info that conflicts with our beliefs we seek out info to reinforce those beliefs
