ADPR Exam 3 – CACCIATORE questions
with complete solutions already passed
What are assumptions for the theory of public opinion: Spiral of Silence? - correct answer ✔✔- society
threatens with isolation those people who violate moral consensus
- we fear isolation and try and prevent it
- constantly monitor our environment and develop a quasi-statistical sense of PR
- share our opinions when we believe they are the dominant opinion (bandwagon)
- media gives platforms to the loudest voices
Diagram states that as the perceived strength of majority opinion increases, the number of people
UNwilling to express minority opinion increases
Public Opinion - correct answer ✔✔the collection of *views or opinions* held by people about *issues
concerning them.*
-self interest (resistant or open to change)
-major events and certain elites can have dramatic impacts
What are the media effects *before 1940s*? - correct answer ✔✔- naive outlook toward media
- research based on WW1 propaganda and war of the worlds
- media as "magic bullet"
What are the media effects *during and after WWI*? - correct answer ✔✔- government involvement in
research
- Columbia's "Bueau of Applied Social Research"
- *"Reinforcement and two-step flow"*
Opinion Leaders - correct answer ✔✔*typically:*
,-highly interested in a given subject
-better informed than most
-avid consumers of media
-early adopters of new ideas and technologies
-have higher income
-active in the community and with recreation activities
-good organizers who can galvanize action
What are the steps of the multi-step flow? - correct answer ✔✔1. Info
2. Media
3. Opinion Leaders
4. Attentive Publics
5. Less Attentive Publics
Ex. Oprah and her book club
________play a key role in influencing opinion as they are a critical source for info - correct answer
✔✔Media
Agenda Setting Theory - correct answer ✔✔theory that states that media doesn't tell us what to think,
only what to think *about*
Public Relations Specialists - correct answer ✔✔______ ________ _______ are responsible for between
50% - 60% of all media content.
Priming - correct answer ✔✔a memory based effect whereby *exposure to a stimulus* influences later
thinking
Framing - correct answer ✔✔a theory related to the *presentation of information*
, Important tools to help audiences determine *why an issue is important* and *efficiently process new
information* by connecting it to what we already know.
defined in many different ways:
- the selection of specific facts that journalists use in a news story
- the presentation of equivalent information in communication
- often used in health communication campaigns.
*NOT about offering new facts - packaging of facts only*
Gain & loss frames
Gain Frames - correct answer ✔✔Emphasize the *advantages of a given action* which works better for
*motivating prevention* behaviors.
"If you *quit smoking*, you will *live longer*"
Use sunscreen to prevent skin cancer.
Loss Frames - correct answer ✔✔Emphasize the *disadvantages of failing to comply.*
Work better for *motivating detection behaviors.*
If you *do not quit smoking*, you will *die sooner*.
Cancer screenings.
Persuasion - correct answer ✔✔used to:
- change or neutralize hostile opinions
- crystallize latent opinions and positive attitudes
- conserve favorable opinions
with complete solutions already passed
What are assumptions for the theory of public opinion: Spiral of Silence? - correct answer ✔✔- society
threatens with isolation those people who violate moral consensus
- we fear isolation and try and prevent it
- constantly monitor our environment and develop a quasi-statistical sense of PR
- share our opinions when we believe they are the dominant opinion (bandwagon)
- media gives platforms to the loudest voices
Diagram states that as the perceived strength of majority opinion increases, the number of people
UNwilling to express minority opinion increases
Public Opinion - correct answer ✔✔the collection of *views or opinions* held by people about *issues
concerning them.*
-self interest (resistant or open to change)
-major events and certain elites can have dramatic impacts
What are the media effects *before 1940s*? - correct answer ✔✔- naive outlook toward media
- research based on WW1 propaganda and war of the worlds
- media as "magic bullet"
What are the media effects *during and after WWI*? - correct answer ✔✔- government involvement in
research
- Columbia's "Bueau of Applied Social Research"
- *"Reinforcement and two-step flow"*
Opinion Leaders - correct answer ✔✔*typically:*
,-highly interested in a given subject
-better informed than most
-avid consumers of media
-early adopters of new ideas and technologies
-have higher income
-active in the community and with recreation activities
-good organizers who can galvanize action
What are the steps of the multi-step flow? - correct answer ✔✔1. Info
2. Media
3. Opinion Leaders
4. Attentive Publics
5. Less Attentive Publics
Ex. Oprah and her book club
________play a key role in influencing opinion as they are a critical source for info - correct answer
✔✔Media
Agenda Setting Theory - correct answer ✔✔theory that states that media doesn't tell us what to think,
only what to think *about*
Public Relations Specialists - correct answer ✔✔______ ________ _______ are responsible for between
50% - 60% of all media content.
Priming - correct answer ✔✔a memory based effect whereby *exposure to a stimulus* influences later
thinking
Framing - correct answer ✔✔a theory related to the *presentation of information*
, Important tools to help audiences determine *why an issue is important* and *efficiently process new
information* by connecting it to what we already know.
defined in many different ways:
- the selection of specific facts that journalists use in a news story
- the presentation of equivalent information in communication
- often used in health communication campaigns.
*NOT about offering new facts - packaging of facts only*
Gain & loss frames
Gain Frames - correct answer ✔✔Emphasize the *advantages of a given action* which works better for
*motivating prevention* behaviors.
"If you *quit smoking*, you will *live longer*"
Use sunscreen to prevent skin cancer.
Loss Frames - correct answer ✔✔Emphasize the *disadvantages of failing to comply.*
Work better for *motivating detection behaviors.*
If you *do not quit smoking*, you will *die sooner*.
Cancer screenings.
Persuasion - correct answer ✔✔used to:
- change or neutralize hostile opinions
- crystallize latent opinions and positive attitudes
- conserve favorable opinions
