RTV 3007 EXAM 3 QUESTIONS WITH VERIFIED
ANSWERS
What are three classifications of media effects? - Answers - Behavioral, Cognitive, and
Emotional
What are five major approaches to research? - Answers - 1. Surveys
2. Content Analysis
3. Laboratory Experiments
4. Field Studies
5. Ethnographic Studies
What is a theory? - Answers - Casual explanation of an occurrence. The goal of a
theory is to explain how and why things happen. THEORIES ARE PARTIAL. Theories
need to be tested to determine if they're useful and accurate
SImple Communication Process Model - Answers - Originators of message --> Contents
--> Channels --> Audiences --> Effects
Who came up with the Communication Model - Answers - Harold Lasswell, "Who says
what in which channel to whom with what effect."
Bullet or Hypodermic-Injection theory - Answers - So many bullets of information or
misinformation, aimed at passive groups. Researchers ASSUMED that messages
penetrated and caused SPECIFIC REACTIONS.
What significant events led to media effect research? - Answers - Propaganda in WWII.
Two-Step Flow - Answers - MASS MEDIA --> OPINION LEADER --> THOSE IN
CONTACT WITH OPINION LEADER
A theory that suggests impersonal influence, passes through leader to followers rather
than a direct influence of radio or tv, etc.
Cultivation Theory - Answers - Takes an all encompassing look at the power of
television to influence people's perceptions, attitudes, and values about the world in
which they live.
What are two levels of cultivation effects? - Answers - First order: Perception of
prevalence-- how common things might be.
Second order: Attitudes -- Toward anything. Government, education, politics.
, Mean World Syndrome - Answers - CULTIVATION THEORY -- SECOND ORDER
EXAMPLE
People who watch lots of programming like news, crime dramas, etc. are more likely to
see the world as a more dangerous and less trustworthy place.
Social Learning Theory - Answers - DEVELOPED BY ALBERT BANDURA
Much learning takes place through observing and modeling the behavior of others.
What does the hypodermic needle theory (perspective) suggest about the audience? -
Answers - The audience is passive. Their experience, intelligence, and opinions have
no impact on message reception.
What is reciprocal determinism - Answers - Albert Bandura believed that the world and
person's behavior caused each other.
Behavoirism - Answers - States that one's environment causes one's behavior.
Spiral of Silence - Answers - A political and mass comm theory that a person is less
likely to voice an opinion on a topic if one feels that one is in the minority for fear of
reprisal or isolation from the majority.
Third-Person effect - Answers - A person exposed to persuasive communication in the
mass media sees it as having a greater effect on others than on himself. As a result,
advocate media censorship.
Agenda-Setting theory - Answers - Concentrates primarily on the power of the news
media to determine what issues people think are important to their community and
personal well-being. MAY NOT TELL US WHAT TO THINK, RATHER WHAT TO
THINK ABOUT!!
Uses and Gratifications - Answers - SOCIAL & PSYCHOLOGICAL FACTORS -->
NEEDS --> EXPECTATIONS OF MEDIA --> PATTERS OF MEDIA EXPOSURE -->
GRATIFICATIONS AND UNINTENDED CONSEQUENCES
People's needs influence what media they would choose, how they use certain media
and what gratifications the media give them.
Elaboration likelihood model - Answers - To answer the question, "What conditions are
people easily persuaded and under what conditions are they stubbornly resistant to
change?" Better understand how audiences process media content.
Brand marketing theory - Answers - Focus on audience processing of messages.
Consumers like brands because they package meaning. Brands make it easier to store
evaluations and make choices.
ANSWERS
What are three classifications of media effects? - Answers - Behavioral, Cognitive, and
Emotional
What are five major approaches to research? - Answers - 1. Surveys
2. Content Analysis
3. Laboratory Experiments
4. Field Studies
5. Ethnographic Studies
What is a theory? - Answers - Casual explanation of an occurrence. The goal of a
theory is to explain how and why things happen. THEORIES ARE PARTIAL. Theories
need to be tested to determine if they're useful and accurate
SImple Communication Process Model - Answers - Originators of message --> Contents
--> Channels --> Audiences --> Effects
Who came up with the Communication Model - Answers - Harold Lasswell, "Who says
what in which channel to whom with what effect."
Bullet or Hypodermic-Injection theory - Answers - So many bullets of information or
misinformation, aimed at passive groups. Researchers ASSUMED that messages
penetrated and caused SPECIFIC REACTIONS.
What significant events led to media effect research? - Answers - Propaganda in WWII.
Two-Step Flow - Answers - MASS MEDIA --> OPINION LEADER --> THOSE IN
CONTACT WITH OPINION LEADER
A theory that suggests impersonal influence, passes through leader to followers rather
than a direct influence of radio or tv, etc.
Cultivation Theory - Answers - Takes an all encompassing look at the power of
television to influence people's perceptions, attitudes, and values about the world in
which they live.
What are two levels of cultivation effects? - Answers - First order: Perception of
prevalence-- how common things might be.
Second order: Attitudes -- Toward anything. Government, education, politics.
, Mean World Syndrome - Answers - CULTIVATION THEORY -- SECOND ORDER
EXAMPLE
People who watch lots of programming like news, crime dramas, etc. are more likely to
see the world as a more dangerous and less trustworthy place.
Social Learning Theory - Answers - DEVELOPED BY ALBERT BANDURA
Much learning takes place through observing and modeling the behavior of others.
What does the hypodermic needle theory (perspective) suggest about the audience? -
Answers - The audience is passive. Their experience, intelligence, and opinions have
no impact on message reception.
What is reciprocal determinism - Answers - Albert Bandura believed that the world and
person's behavior caused each other.
Behavoirism - Answers - States that one's environment causes one's behavior.
Spiral of Silence - Answers - A political and mass comm theory that a person is less
likely to voice an opinion on a topic if one feels that one is in the minority for fear of
reprisal or isolation from the majority.
Third-Person effect - Answers - A person exposed to persuasive communication in the
mass media sees it as having a greater effect on others than on himself. As a result,
advocate media censorship.
Agenda-Setting theory - Answers - Concentrates primarily on the power of the news
media to determine what issues people think are important to their community and
personal well-being. MAY NOT TELL US WHAT TO THINK, RATHER WHAT TO
THINK ABOUT!!
Uses and Gratifications - Answers - SOCIAL & PSYCHOLOGICAL FACTORS -->
NEEDS --> EXPECTATIONS OF MEDIA --> PATTERS OF MEDIA EXPOSURE -->
GRATIFICATIONS AND UNINTENDED CONSEQUENCES
People's needs influence what media they would choose, how they use certain media
and what gratifications the media give them.
Elaboration likelihood model - Answers - To answer the question, "What conditions are
people easily persuaded and under what conditions are they stubbornly resistant to
change?" Better understand how audiences process media content.
Brand marketing theory - Answers - Focus on audience processing of messages.
Consumers like brands because they package meaning. Brands make it easier to store
evaluations and make choices.
