CMN 102 EXAM 2 QUESTIONS WITH
COMPLETE SOLUTIONS 2026
What is cultivation theory? - ANSWERS(George Gerbner)
-Media exposure shapes perceptions and is a stable part of lifestyle
-Argues that heavy media exposure creates an exaggerated belief in a mean and scary
world
-Media is the main storyteller on our culture
-*Violence* is principal message in all programming
Iceberg analogy - ANSWERSAn iceberg is always moving even though it doesn't look
like it. Same applies to how social media affects us
Media exposure and cultivation theory - ANSWERS-Light viewers (less than 2 hours)
-Heavy viewers (more than 4 hours)
-Refer to heavy viewers as television types
-Shrum's work is extending cultivation
-Heavy viewers give faster responses to questions (media answers)
-Heavy media exposure provides cognitive mental shortcuts
-Media exposure may not change attitudes but makes them stronger
-Shortcomings: hard to measure, what constitutes an extended period of time
-Media has a stronger impact on viewers today than ever before
What is priming theory? - ANSWERS-Theorist: Leonard Berkowitz (1986)
-Derived from a cognitive-neoassociationistic perspective
-An associative network consisting of units (Network is interconnected, all aspects are
connected: Beliefs, thoughts, physiological reactions, feelings, motor responses,
memories)
-Jo and Berkowitz (1994) suggest that "when people witness, read, or hear of an event
via the mass media, ideas having a similar meaning are activated in them for a short
time afterwards, and that these thoughts in turn can activate other semantically related
ideas and action tendencies" (p. 45)
Priming and Violence - ANSWERS-Jo and Berkowitz (1994) predict for a short period of
time after a violent stimuli, a viewer will be inclined to:
1) Hostile thoughts
2) Justify aggressive acts
3) Be inclined to behave aggressively
Priming in Food Ads - ANSWERS-Halford and colleagues research
-Food ad exposure primes increased food consumption
--Dangerous not until 3rd grade persuasive intent is recognized
, Agenda-setting Hypotheses (ASH) - ANSWERS-The agenda-setting hypothesis asserts
that attention given to issues by the media influences the public's perceptions of the
importance of issues
-News media sets the agenda
-Media tells us what to think about but not how to think
-Goal of media is to be objective
Correlation design - ANSWERSMedia Coverage---- Perceived Importance
Framing - ANSWERS-(Also called 2nd order agenda setting)
-Framing suggests that media not only set agenda but select, emphasize, exclude, and
elaborate on particular elements of news story (Griffin, 2003)
The Pat Tillman Story - ANSWERS-The Tillman Story Documentary
-The football player who joined the military, then was killed in friendly fire but it was
covered up by the government
What is Entertainment Education (EE)? - ANSWERS-EE refers to prosocial messages
embedded in popular entertainment media content
-What makes popular entertainment media content persuasive?
Narrative Involvement - ANSWERS-Transportation is a "convergent process, where all
mental systems and capacities become focused on events occurring in the narrative"
(Green & Brock, 2000)
-How a story can take you from where you are to "somewhere else"
Character Involvement - ANSWERS-Identification
-Wishful Identification
-Similarity
-Parasocial interaction
-Liking
Identification - ANSWERS-The emotional and cognitive process by which a viewer
takes on the role of a character in a narrative
-You identify with them to a point where you almost try to take over their personas
Wishful Identification - ANSWERS-Occurs when a viewer wants to be like a character
-A sense of admiration
-You aspire to be like that person
Similarity - ANSWERS-Can refer to common beliefs, values, demographic variables,
physical attributes shared between viewer and character
-You share something in common with a celebrity or character
Parasocial Interaction - ANSWERS-Captures the seeming face-to-face relationship
between spectator and performer
COMPLETE SOLUTIONS 2026
What is cultivation theory? - ANSWERS(George Gerbner)
-Media exposure shapes perceptions and is a stable part of lifestyle
-Argues that heavy media exposure creates an exaggerated belief in a mean and scary
world
-Media is the main storyteller on our culture
-*Violence* is principal message in all programming
Iceberg analogy - ANSWERSAn iceberg is always moving even though it doesn't look
like it. Same applies to how social media affects us
Media exposure and cultivation theory - ANSWERS-Light viewers (less than 2 hours)
-Heavy viewers (more than 4 hours)
-Refer to heavy viewers as television types
-Shrum's work is extending cultivation
-Heavy viewers give faster responses to questions (media answers)
-Heavy media exposure provides cognitive mental shortcuts
-Media exposure may not change attitudes but makes them stronger
-Shortcomings: hard to measure, what constitutes an extended period of time
-Media has a stronger impact on viewers today than ever before
What is priming theory? - ANSWERS-Theorist: Leonard Berkowitz (1986)
-Derived from a cognitive-neoassociationistic perspective
-An associative network consisting of units (Network is interconnected, all aspects are
connected: Beliefs, thoughts, physiological reactions, feelings, motor responses,
memories)
-Jo and Berkowitz (1994) suggest that "when people witness, read, or hear of an event
via the mass media, ideas having a similar meaning are activated in them for a short
time afterwards, and that these thoughts in turn can activate other semantically related
ideas and action tendencies" (p. 45)
Priming and Violence - ANSWERS-Jo and Berkowitz (1994) predict for a short period of
time after a violent stimuli, a viewer will be inclined to:
1) Hostile thoughts
2) Justify aggressive acts
3) Be inclined to behave aggressively
Priming in Food Ads - ANSWERS-Halford and colleagues research
-Food ad exposure primes increased food consumption
--Dangerous not until 3rd grade persuasive intent is recognized
, Agenda-setting Hypotheses (ASH) - ANSWERS-The agenda-setting hypothesis asserts
that attention given to issues by the media influences the public's perceptions of the
importance of issues
-News media sets the agenda
-Media tells us what to think about but not how to think
-Goal of media is to be objective
Correlation design - ANSWERSMedia Coverage---- Perceived Importance
Framing - ANSWERS-(Also called 2nd order agenda setting)
-Framing suggests that media not only set agenda but select, emphasize, exclude, and
elaborate on particular elements of news story (Griffin, 2003)
The Pat Tillman Story - ANSWERS-The Tillman Story Documentary
-The football player who joined the military, then was killed in friendly fire but it was
covered up by the government
What is Entertainment Education (EE)? - ANSWERS-EE refers to prosocial messages
embedded in popular entertainment media content
-What makes popular entertainment media content persuasive?
Narrative Involvement - ANSWERS-Transportation is a "convergent process, where all
mental systems and capacities become focused on events occurring in the narrative"
(Green & Brock, 2000)
-How a story can take you from where you are to "somewhere else"
Character Involvement - ANSWERS-Identification
-Wishful Identification
-Similarity
-Parasocial interaction
-Liking
Identification - ANSWERS-The emotional and cognitive process by which a viewer
takes on the role of a character in a narrative
-You identify with them to a point where you almost try to take over their personas
Wishful Identification - ANSWERS-Occurs when a viewer wants to be like a character
-A sense of admiration
-You aspire to be like that person
Similarity - ANSWERS-Can refer to common beliefs, values, demographic variables,
physical attributes shared between viewer and character
-You share something in common with a celebrity or character
Parasocial Interaction - ANSWERS-Captures the seeming face-to-face relationship
between spectator and performer
