Media Psych Theories
This theory proposes that the way content in presented influences how information is processed by viewers (e.g., metaphors, stories, tradition, objects with intrinsic value)
What is Frame Theory?
Unwritten rulebook we all follow–the stuff we don’t even think about, we just do it because that’s just how things are.
What is Common Sense Knowledge?
A connection between a media persona and a viewer that is not reciprocated
What is Parasocial?
The most effective form of influence is when you don't know someone is trying to influence you.
What is the Golden Rule of Advertising?
This school of psychology is concentrated on the cultivation of strengths, values, and emotions to support flourishing
What is Positive Psychology?
This theory proposes that viewers are more likely to have a lasting impression when the reporting of events arouse strong emotions relative to those that do not elicit strong emotions
What is Exemplification Theory?
This concept refers to how groups of individuals are not just distorted and trivialized in the media, but they may even be completely erased from the media world through severe underrepresentation
What is symbolic annihilation?
Brands need to convey meaning and context to stand out. One tool used by brands is an embodied image that symbolizes their brand
What is an Archetype?
This behaviorist had a long lasting impact on the advertising industry and pioneered the ways we attach meaning to products and brands through studies of consumerism, sales techniques, and influence.
Who is John B. Watson?
This concept occurs when stereotypes negatively affect performance on a cognitive task, specifically because exposure to a stereotype creates discomfort and requires mental effort to reduce such discomfort
What is Stereotype Threat?
This theory proposes that transitional objects are used as a source of comfort and security in order to allow a child to break away from a primary attachment object during the transition from attachment to a primary caregiver to independence
What is Object Relations Theory?
This theory helps us understand how social norms, stereotypes, social roles, and cultural norms are maintained in society through a collective construction of social reality formed through social interactions and communication within a community
What is Social Representation Theory?
Persistent consumption of violent, or otherwise highly emotional media, reduces the audience's emotional reaction and may ultimately minimize and individual's empathy towards the pain and suffering of others
What is Desensitization?
This concept refers to the transition from static HTML interfaces to more dynamic interfaces with improved functionality and an emphasis on web-based communities of users.
What is Web 2.0 Marketing?
This concept refers to the growing number of devices and objects that are embedded with tech tools that connect with each other and engage in the sharing of data.
What is the "Internet of Things"?
This model argues that humans make choices in two separate regions of the brain: the reptilian and analytical brain. Neuromarketers use strategies that target the reptilian brain to influence consumers
What is the Dual-Brain Model?
This theory suggests has been applied to understand how group representation in the media can teach viewers about the real world through repeated exposure to media, which in turn shapes viewers' perceptions of reality. To test this theory, researchers compact attitudes & beliefs of heavy and light media viewers.
What is Cultivation Theory?
The transformation of abstract concepts into concrete symbols or images, making them more accessible & shareable within a community. Filling new phenomena with familiar images by giving it an iconic form
What is Objectification?
This theory suggests that consumers may develop a strong attachment to a unique influencer persona if their brand imbues a sense of self-determination through competence, relatedness, and autonomy
What is the Human Brand Theory?
This cycle suggests that Uncertain situations (e.g., pandemic) --> Seeking info from the media --> maladaptive responses (e.g., hypervigilance, repetitive negative thinking) --> Increased stress and symptoms of pathology --> uncertainty --> continued...
What is the Vicious Circle of Uncertainty and News Media Consumption?
If a person learns about a marginalized group through the media and the experience is positive, the person will seek out additional “contact” with the marginalized group
What is the Parasocial Contact Hypothesis?
When examining fairness in group representation, it is important to look at what three forms of representation?
What is Numeric Representation, Quality of Representation, and Impact of Representation
This concept is central to discussions of social interactions, interpersonal connections and social relationships. It refers to the resources that socities need to function effectively, as well as the resources that individuals need.
What is Social Capital?
This theory argues that humans make choices in two separate regions of the brain: the reptilian and analytical. Neuromarkers target the reptilian brain to better influence consumers.
What is the Dual-Brain Model?
This concept refers to the prescribed ways that members of a group should act based on the ways media representations communicate to the audience what a typical member of a group look like and how they behave (e.g., a measuring stick with which to assess each member of a group)
What is Media-Based Prototypes?