Theories
Features of this theory include:
- Prominence in media leads to salience in audience
- Suggests public/society determine what the important issues of the day are
What is Agenda Setting Theory?
Features of this theory include:
- We attribute the cause of people’s behavior to their disposition (personality) or circumstances
What is Attribution Theory?
Features of this theory include:
- Looks and why and how people actively seek out specific media to satisfy specific needs
- Postulates that media is a highly available product and the audiences are the consumers of the same product
What is Uses and Gratifications Theory?
Involves the association between of a neutral stimulus and unconditioned stimulus to elicit a conditioned response
What is Classical Conditioning?
Features of this theory include:
- Assignment of meaning to signs and symbols
- Sharing group fantasies creates the effect this theory is named after
What is Symbolic Convergence Theory?
Features of this theory include:
- Content analysis to determine themes/patterns of stories in television shows
- Posits that perception of reality is more likely shaped by TV messages in heavier viewers vs. light viewers
What is Cultivation Theory?
Features of this theory include:
- Individuals come to conclusions about their beliefs by examining their behavior
What is Self-Perception Theory?
This concept includes these six types:
- Veridical
- False
- Contingent
- Misattributed
- Displaced
- Latent
What is conflict?
Features of this theory include:
- In order to make decisions for an organization, have to make judgments retrospectively
- You get people to adopt the values of the organization and get people to communicate in a way that makes everyone see the situation in the same way.
- Retrospective Sensemaking
What is Information Systems Theory?
Features of this theory include:
- Value of goods or services or information is based upon its availability
- Information can be seen as currency
What is Commodity Theory?
Features of this theory include:
- An individual's course of action often depends on the person's perceptions of the benefits and barriers related to the behavior
- Six constructs: Perceived susceptibility, Perceived severity, Perceived benefits, Perceived barriers, Cue to action, and Self-efficacy
What is the Health Belief Model Theory?
The experiment to examine this phenomenon involved putting subjects in a dark room and told them to watch a pinpoint of light and say how far it moved. After subjects discussed the light with each other, they reached a consensus about how far the light moved.
What is conformity?
Features of this theory include:
- How the issue is presented by the media determines the salience of particular attributes of a story/issue
- Through selection, emphasis, exclusion, and elaboration
What is Framing Theory?
Features of this theory include:
- When our freedom to choose is restricted or threatened, we vigorously try to restore our freedom of choice
- Choice can be restored either directly or indirectly
What is Psychological Reactance Theory?
Features of this theory include:
- Media effects among the people are enhanced by providing a basic perception human minds take decisions based on the preconceptions that are already been stored in our memory
- Memories mostly act as a frame of reference to the decisions that we make
What is Cognitive Priming Theory?
Been conditioned to click on links (through operant conditioning)
When focusing on one thing, ability to focus on other things go down
People process information peripherally (use heuristics; ex: the idea that the word “because” leads people to not process the explanation that follows, stop processing things bc they know something is coming and topic seems to be unimportant /request is small
What are reasons Why Phishing Works?
Features of this theory include:
How likely you are to express your beliefs based upon the group you are in
Use many cues to assess if their opinions match the majority
Hardcores: people who don’t fall under the theory bounds because they don’t care about being isolated or if others agree/accept their position; represent about 15% of the population
What is Spiral of Silence Theory?
Features of this theory include:
- Residual excitation from one stimulus will amplify the excitatory response to another stimulus
- Arousal level goes higher the second time when re-aroused
- Why an ideal date is a roller coaster or haunted house
What is Excitation Transfer Theory?
Features of this theory include:
- Describes how rational considerations (efficacy beliefs) and emotional reactions (fear of a health threat) combine to determine behavioral decisions.
- If you scare people and they don’t feel efficacious, they will not change their behavior
What is the Extended Parallel Processing Model?
These theories may explain why people are more susceptible to _____________:
- Social Exchange Theory
- Communication Accommodation Theory
- Norm of Reciprocity
- Self-Perception Theory
What are Online Romance Scams?