COMM 370 EXAM 1 THEORIES | STUDY GUIDE
Magic Bullet Theory - Answers - + Magic bullets of propaganda penetrate people's
defenses and transform their thoughts and actions
+ Instill in citizens hatred for the enemy
+ People are incapable of resisting powerful messages
+ Created in WW1
Two-Step Flow Theory - Answers - + Opinion leaders have info and pass it along
+ Can be formal and informal
Media Uses and Gratification Theory - Answers - + Interactive process
+ Organization wants to inform, persuade
+ Publics want to be entertained, informed
+ Action taken based on needs
Agenda Setting Function of Press Theory - Answers - + Press tells public what to think
about
+ Establishes relationship between media reports and the people's ranking of public
issues
+ Readers learn how much importance to attach to an issue based on amount of
coverage
Limited Effects Theory - Answers - + Media have little effect on people
+ Many intervening factors
Cognitive Dissonance - Answers - + People pay attention to media messages that do
not threaten their established values and beliefs
+Dissonance (bad) leads to donations, donations leads to consonance (good)
+ Those who experienced greater dissonance, watch/read the news less to avoid the
feeling of dissonance
Media Effects - Answers - + Public is depending on the media for information
Framing - Answers - + Reporters/PR practitioners selection facts, themes, ideas
Hierarchy of Needs Theory - Answers - + People pay attention to messages based on
personal needs
+ Physiological needs, safety needs, social needs, ego needs, self-actualization needs
Diffusion and Adoption Theory - Answers - + Five step process on how people acquire
new ideas/products: Awareness, interest, trial, evaluation, adoption
+ Example: Steve getting a hot tub
+ Three variables: the past, the decision makers, the innovation/change
Magic Bullet Theory - Answers - + Magic bullets of propaganda penetrate people's
defenses and transform their thoughts and actions
+ Instill in citizens hatred for the enemy
+ People are incapable of resisting powerful messages
+ Created in WW1
Two-Step Flow Theory - Answers - + Opinion leaders have info and pass it along
+ Can be formal and informal
Media Uses and Gratification Theory - Answers - + Interactive process
+ Organization wants to inform, persuade
+ Publics want to be entertained, informed
+ Action taken based on needs
Agenda Setting Function of Press Theory - Answers - + Press tells public what to think
about
+ Establishes relationship between media reports and the people's ranking of public
issues
+ Readers learn how much importance to attach to an issue based on amount of
coverage
Limited Effects Theory - Answers - + Media have little effect on people
+ Many intervening factors
Cognitive Dissonance - Answers - + People pay attention to media messages that do
not threaten their established values and beliefs
+Dissonance (bad) leads to donations, donations leads to consonance (good)
+ Those who experienced greater dissonance, watch/read the news less to avoid the
feeling of dissonance
Media Effects - Answers - + Public is depending on the media for information
Framing - Answers - + Reporters/PR practitioners selection facts, themes, ideas
Hierarchy of Needs Theory - Answers - + People pay attention to messages based on
personal needs
+ Physiological needs, safety needs, social needs, ego needs, self-actualization needs
Diffusion and Adoption Theory - Answers - + Five step process on how people acquire
new ideas/products: Awareness, interest, trial, evaluation, adoption
+ Example: Steve getting a hot tub
+ Three variables: the past, the decision makers, the innovation/change
