COM 275 Exam 3 Questions with Correct Answers (Grade A+)
Question 1: Most (83%) studies show media use linked to
Answer: negative health outcomes ex. smoking
Question 2: Tobacco
Answer: Evidence linking media use and negative outcomes is strongest for tobacco
Question 3: Alcohol
Answer: -Moderate evidence linking media use and drinking -Studies focus (1) start of adolescent drinking
and (2) increased consumption/drunk driving
Question 4: Prescription Drugs
Answer: Less evidence linking media use and Rx drugs (prescription drugs)
Question 5: Food
Answer: Mixed evidence linking media to use and food
Question 6: Television Health & Risk
Answer: -Smoking & drinking is common on TV - Sexual activity is increasing on TV - American TV
has"then standard" for women
Question 7: Film Health Risks
Answer: -Smoking & drinking often portrayed -Drug use less often portrayed - drug addicts usually
portrayed as evil - drug use shown to have negative outcomes/consequences
Question 8: Health News
Answer: The strongest effect of health news might be on agenda setting - Framing thought to impact policy
makers & policy (Agenda building)
Question 9: Health and the Internet
Answer: -Search for health-related info is one of the most common uses of the Internet -Validity of info is
not checked by users
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, Question 10: A campaign is
Answer: a purposive attempt -to inform, persuade, or motivate behavior changes... -...in a relatively
well-defined and large audience -...generally for non-commercial benefits to either the individual and/or
society at large... -often complemented by interpersonal support
Question 11: Two recent health campaign models focused on
Answer: 1. Learning new information 2. Making preexisting beliefs salient ex. smoking is bad for us
Question 12: Risk Learning Models
Answer: Message imparts new information about health risks, and behaviors that minimize those risks
Question 13: 4 types of models that increase self-protective behaviors
Answer: 1. Severeshows severe consequence of risky behavior 2. Vulnerabilityshows ease of contracting
disease 3. Response efficiencyexplains new protective behaviors or cure disease 4. Self-efficacy-shows
effectiveness of protective behavior
Question 14: Stereotype Priming Models
Answer: Message prime preexisting stereotypes
Question 15: Why Campaigns Fall
Answer: 1. Audience selective attention 2. Barriers to audience's perceptions 3. Unsophisticated audiences
targeting techniques 4. Unrealistic goals (never kill bullying, you can reduce it) 5. Lack of clear criteria for
success
Question 16: Successful Campaign principles
Answer: 1. Understand communication campaign history 2. Apply and extend relevant theory 3. Understand
conflicting campaign components 4. Define clear media objectives and plan 5. Apply formative evaluation
6. Analyze and understand all audiences 7. Analyze and understand your media choices 8. Use multiple
media and interpersonal channels 9. Understand uses and contradictory mass media 10. ID criteria for
success use summative evaluation (know what you've done and sum it up)
Question 17: Media advocacy (Educational strategy)
Answer: Public health agent attempts to focus media on health issues to effect social or public policy
Question 18: Edutainment (educational strategy)
Answer: Health messages embedded in entertainment
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Question 1: Most (83%) studies show media use linked to
Answer: negative health outcomes ex. smoking
Question 2: Tobacco
Answer: Evidence linking media use and negative outcomes is strongest for tobacco
Question 3: Alcohol
Answer: -Moderate evidence linking media use and drinking -Studies focus (1) start of adolescent drinking
and (2) increased consumption/drunk driving
Question 4: Prescription Drugs
Answer: Less evidence linking media use and Rx drugs (prescription drugs)
Question 5: Food
Answer: Mixed evidence linking media to use and food
Question 6: Television Health & Risk
Answer: -Smoking & drinking is common on TV - Sexual activity is increasing on TV - American TV
has"then standard" for women
Question 7: Film Health Risks
Answer: -Smoking & drinking often portrayed -Drug use less often portrayed - drug addicts usually
portrayed as evil - drug use shown to have negative outcomes/consequences
Question 8: Health News
Answer: The strongest effect of health news might be on agenda setting - Framing thought to impact policy
makers & policy (Agenda building)
Question 9: Health and the Internet
Answer: -Search for health-related info is one of the most common uses of the Internet -Validity of info is
not checked by users
Page 1
, Question 10: A campaign is
Answer: a purposive attempt -to inform, persuade, or motivate behavior changes... -...in a relatively
well-defined and large audience -...generally for non-commercial benefits to either the individual and/or
society at large... -often complemented by interpersonal support
Question 11: Two recent health campaign models focused on
Answer: 1. Learning new information 2. Making preexisting beliefs salient ex. smoking is bad for us
Question 12: Risk Learning Models
Answer: Message imparts new information about health risks, and behaviors that minimize those risks
Question 13: 4 types of models that increase self-protective behaviors
Answer: 1. Severeshows severe consequence of risky behavior 2. Vulnerabilityshows ease of contracting
disease 3. Response efficiencyexplains new protective behaviors or cure disease 4. Self-efficacy-shows
effectiveness of protective behavior
Question 14: Stereotype Priming Models
Answer: Message prime preexisting stereotypes
Question 15: Why Campaigns Fall
Answer: 1. Audience selective attention 2. Barriers to audience's perceptions 3. Unsophisticated audiences
targeting techniques 4. Unrealistic goals (never kill bullying, you can reduce it) 5. Lack of clear criteria for
success
Question 16: Successful Campaign principles
Answer: 1. Understand communication campaign history 2. Apply and extend relevant theory 3. Understand
conflicting campaign components 4. Define clear media objectives and plan 5. Apply formative evaluation
6. Analyze and understand all audiences 7. Analyze and understand your media choices 8. Use multiple
media and interpersonal channels 9. Understand uses and contradictory mass media 10. ID criteria for
success use summative evaluation (know what you've done and sum it up)
Question 17: Media advocacy (Educational strategy)
Answer: Public health agent attempts to focus media on health issues to effect social or public policy
Question 18: Edutainment (educational strategy)
Answer: Health messages embedded in entertainment
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