PUR 3000 Unit 3 Test
With Solution
Two-Step Flow - ANSWER Suggests public opinion is formed by views of
people who are engaged w/ media, evaluate it, form an opinion, and express
it to others
- Information passes through two things before it reaches the public
Mass Media --> Opinion leaders --> Public
Framing Theory - ANSWER How journalists "shape/frame a story"
1) Facts presented
2) Themes (photos used)
3) Treatments
4) Words
ex.) Some sites use more savage wording in their titles to try and frame
beliefs before writing a story
Agenda Setting Theory - ANSWER Theory that the mass media can set the
public agenda by selecting news stories and excluding others, thus
influencing audiences what to think about
, Conflict Theory - ANSWER A theoretical framework in which society is viewed
as composed of groups competing for scarce resources
- They can often result in negative things but also positive things in where we
come to compromise
Media-Dependency Theory - ANSWER The media can have a "moderate" or
even "powerful" effect on the formation of opinions and attitudes
Importance of Persuasion
(What does it influence?) - ANSWER Persuasion influences opinion,
understanding, judgment, action
Uses of Persuasion (there are three) - ANSWER 1) Change or neutralize
hostile opinions ← This is very difficult
2) Crystallize latent opinions and positive attitudes
3) Preserve favorable opinions
Preventative Public Relations - ANSWER Ongoing activity to retain good will
Ethical Considerations for Persuasion - ANSWER 1) Do not make false claims
With Solution
Two-Step Flow - ANSWER Suggests public opinion is formed by views of
people who are engaged w/ media, evaluate it, form an opinion, and express
it to others
- Information passes through two things before it reaches the public
Mass Media --> Opinion leaders --> Public
Framing Theory - ANSWER How journalists "shape/frame a story"
1) Facts presented
2) Themes (photos used)
3) Treatments
4) Words
ex.) Some sites use more savage wording in their titles to try and frame
beliefs before writing a story
Agenda Setting Theory - ANSWER Theory that the mass media can set the
public agenda by selecting news stories and excluding others, thus
influencing audiences what to think about
, Conflict Theory - ANSWER A theoretical framework in which society is viewed
as composed of groups competing for scarce resources
- They can often result in negative things but also positive things in where we
come to compromise
Media-Dependency Theory - ANSWER The media can have a "moderate" or
even "powerful" effect on the formation of opinions and attitudes
Importance of Persuasion
(What does it influence?) - ANSWER Persuasion influences opinion,
understanding, judgment, action
Uses of Persuasion (there are three) - ANSWER 1) Change or neutralize
hostile opinions ← This is very difficult
2) Crystallize latent opinions and positive attitudes
3) Preserve favorable opinions
Preventative Public Relations - ANSWER Ongoing activity to retain good will
Ethical Considerations for Persuasion - ANSWER 1) Do not make false claims
