What are the characteristics of mass communication? Select a mass medium and show whether these characteristics apply
1) the audience is large,
... [Show More] anonymous, and often very diverse
2) the source of the communication are institutions and corporations
3) mass media rely on advertising as their primary source of revenue.
TV has network channels. TV is used as a large broadcating service and has hundereds of advertisments on it that is essentially paying for the channels they advertise on. The size of the TV audience determines the content that is played on their channels
outline the 4 characteristics of the Internet that future research needs to examine?
1) the audience is large and anonymous and often very heterogenous
2) communication sources are institutional and organizational
3) the basic economic function is to attract and hold a large audience
4) mass communication are no longer confined to corporations and institutions
What reasons do people give for watching TV and for using the Internet?
For watching TV:
- viewing as habit or time filler
- to learn
-viewing for companionship
-TV as a babysitter
- Viewing as a source of conversation
-Viewing as an escape, arousal, to overcome boredom or to improve bad moods
- reassurance and comfort
Declining sensory abilities make watching TV a perferred activity
Internet:
-used as a impersonal utility, passing time, information seeking, convenience, and entertainment
-the most common motive is information seeking, as well as entertainment and convenience
Outline the characteristics of message content and structure that influence the effectiveness of persuasion?
characteristics of message content that would influence the effectiveness of persuasion would be: authority, creibility, and social attractiveness.
The credibility is of great importance, expertise referes to the knowledge of ability the communicator is percieved to have. Credibility will appear to be trustworthy if the recipient believes that the communicator's intent is to communicate a valid assertion or argument
Social attractiveness is also important. Communicators who emphasize their similarity in relevant attitudes and morals. Physical attractiveness can also enhance persuasion, mainly because of classical conditioning. We also like to identify with peopl who are physically attractive and liking enhances persuasion
Administrative Research
research that examines audiences to interpret consumer attitudes and behaviors; the use of empirical research to guide practical administrative decisions
Critical Research
studies of media's contribution to the larger issues of what kind of nation we are building, what kind of people we are becoming
Outline the framework that academic media researchers use to study media
1) Looking at content: operational definitions of important constructs are crucial. Interrater reliability and agreement are important
2) Looking at Exposure: demographic information and also to understand the cognitive process involved in experiencing the media.
3) Looking at Effects: the most common general perspective. To the general public, most major concerns about the media probably center on their effects.
Outline cultivation theory, what are the key concepts of this theory?
this approach draws on a cumulative effects model to look at the way that extensive repeated expsure to media shapes our view of the world, and out social reality. According to this theory, media shapes, nurtures, and cultivates our world view
Outline the uses-and gratification theory
it places much empahsis on the active role of the audience in making choices and being goal-directed in its media use behavior. The experience and effects of media depend on the uses one is putting those media to and the gratifications one is recieving from them
How to people learn attitudes and behaviors according to the social cognitive theory?
we learn behaviors by observing others performing those behaviors and subsequently imitating them ourselves. The relevance to media occurs when a media actor becomes the source of observational learning.
Outine the types of deceptive advertising. Illustrate the use of decpetive advertising with an advertisement or commercial you have seen or heard recently
-Hedge Words (ex. "may," "could help"), which considerably weaken the force of a claim without totally denying it; Ex. head and shoulders helps get rid of dandruff symptoms.
-Elliptical comparative: also may imply false information
ex. Tide detergent cleans better
-Juxtaposition of two imperatives: ex. help your child excel in school by buying a mac book. these ads don't state that buying this product will have the stated effect, but the casual inference is very easy to draw.
-Inference-drawing tendency: plays on our knowledge in the form of mental schemas.
- Implied slur: something unfavorable may be implied about a competitors products or services without stating that directly. ex. "we don't skimp out on the quality of our ingredients." [Show Less]