Media Effects
Is FOX News conservative or liberal?
What is conservative?
True of False: Beliefs have hierarchy
True: some are seen as more important to an individual than others (some are more easily proven)
Theory that focuses on how one set of information or stimuli can affect the interpretation of a subsequent set in a person's memory
What is Priming Theory?
What are the three types of macro level effects on the public?
What are:
1. Public Knowledge
2. Public Beliefs
3. Public Behaviors
States that as new information enters society, wealthy and better-educated members acquire it at a faster rate than poor and less-educated people
What is Knowledge Gap Hypothesis
When topics are not covered in the media, people will not talk about them even if they are aware, leading to more silence
What is the spiral of silence theory?
Beliefs you have direct experience with (use of own senses to observe then construct a belief)
What are Descriptive beliefs?
A predominant motivation for using entertainment media is to moderate or control moods
What is Mood Management Theory?
Media Effects on the Public are
What are:
Knowledge, Beliefs and behaviors
"My parents love me"
What is this an example of?
What are beliefs?
Media richness theory says some ways of communicating are better than others because they can carry more detailed and complex information
What is Media Richness Theory?
"The sun rises in the east"
What type of belief is this?
What are Descriptive beliefs?
What does cultivation theory primarily focus on?
What is Television?
Effects are
What are reactions as a result of something. It's like seeing how one thing makes something else change or happen.
1. Direction/Valence
2. Intensity
3. Salience
4. Hierarchy
What are the four aspects of attitude?
How can Media Alter Mood?
It regulates our affect, ties into mood management theory
"if I exercise, I will be healthier"
What type of belief is this?
What are Inferential beliefs?
Theory that the mass media can set the public agenda by selecting certain news stories and excluding others, thus influencing what audiences think about
What is Agenda setting Theory?
What is third person effect?
When people believe they are immune to the effects of mass media and advertising as opposed to their surroundings.
What is Priming Theory?
Media makes you feel a certain way for a short-term amount of time (when a concept is brought up, other things like emotions are activated)
What is Priming Theory?
A learning-based theory that emphasizes observational learning, learning behavior by observing others
Beliefs you can't see or feel (when someone is lying) (must infer/typically seen in personality)
What are inferential beliefs
The theory that we act to reduce the discomfort we feel when two of our thoughts are inconsistent
Cognitive Dissonance Theory
Explain public belief macro level effects based on the theory that relates
What is agenda setting theory
First order shapes public belief of what is important then second order influences how we think about things
How far from the standard the attitude is perceived to be
What is the Intensity of attitude?