Audience Matters Exam 2

What is Mass Society Theory?

A theory (1930s–1950s) arguing that people became vulnerable to media influence due to social isolation.

What historical changes led to Mass Society Theory?

Shift to city life, loss of small communities, high immigration

Why were people seen as vulnerable?

They were disconnected from social roots and heavily exposed to media

Is Mass Society Theory still accepted?

No

What is desensitization?

Reduced emotional, cognitive, or behavioral response to stimuli over time

What does Desensitization Theory argue?

Media violence reduces people’s emotional reactions to violence

Does Desensitization claim media causes violence?

No, it claims it reduces sensitivity to it

What is selective exposure?

Seeking information that aligns with existing beliefs

What theory is selective exposure connected to?

Cognitive Dissonance Theory

Why do people selectively expose themselves?

• Reduce dissonance

• Support beliefs

• Avoid challenges

• Emotional comfort

Types of selective exposure?

• Agreeable messages

• Meaningful topics

• Preferred media types

• Entertainment over news

Implications of selective exposure?

• Poor decisions

• Echo chambers

• Avoidance of news

Who developed Mass Suggestibility Theory?

Hugo Munsterberg

What does Mass Suggestibility Theory claim?

Movies could alter reality perception and morality

What is “media panic”?

Fear of new media technologies

What determines how people process messages? (Linked to Elaboration Likelihood Model)

Motivation and ability to think deeply

What is the central route?

Logic-based persuasion for highly involved audiences

What is the peripheral route?

Emotion-based persuasion for low-involvement audiences

What is elaboration direction?

Audiences may support or counterargue messages

Who created Structuration Theory?

Anthony Giddens

What are the two key of Structuration Theory elements?

Structure and agency

What is structure?

Patterns of social behavior and institutions

What is agency?

Individual actions

What is duality?

Structures and agents shape each other.

What is knowledgeability?

What people know about their actions and reasons.

What are the types of Memory Traces?

Dominatio, signification, legitimation

Dominatio?

use of power

Signification?

assigning meaning

Legitimation?

Justifying actions with norms

What does Hypodermic Needle Theory claim?

Media has direct, powerful effects on passive audiences

Status today of Hypodermic Needle Theory?

Disproven but historically important

What are the three factors of Social Cognitive Theory?

Personal, behavioral, environmental

What is reciprocal determinism?

Interaction of all three factors shapes behavior

Key Elements of Social Cognitive Theory

• Self-efficacy

• Observational learning

• Reinforcement

• Expectations

Limitation of Social Cognitive Theory?

Doesn’t fully account for emotion or biology

Core Ideas of Uses and Gratifications Theory?

Audiences actively choose media to meet needs

Four Needs of Uses and Gratifications Theory?

• Information

• Identity

• Relationships

• Entertainment

What is Inoculation Theory?

Exposure to weak opposing arguments builds resistance

Key components of Inoculation Theory?

• Threat

• Refutational preemption

Why does Inoculation Theory fail without counterarguments?

People aren’t prepared for real persuasion

What is the Spiral of Silence?

People stay silent if they feel in the minority

What is the pick and mix theory?

Audiences actively choose and interpret media

Where is Pick and Mix Theory on the spectrum?

Between passive and fully active audiences

What does Cultivation Theory argue?

Long-term media exposure shapes perceptions of reality

What is propaganda?

Strategic communication meant to influence attitudes

Key techniques of propaganda?

• Appeal to people

• Emotional appeals

• False dilemma

• Flag-waving

• Name-calling

• Gaslighting

• Repetition

• Scapegoating

• Whataboutism

What is Cooley’s looking-glass self?

Identity shaped by how we think others see us

Why were early Americans afraid of media?

fear of technology

Why study Hypodermic Needle Theory today?

• Historical context

• Foundation for new theories

• Still influences thinking

When can propaganda be positive?

Public health or prosocial campaigns

Why did “Just Say No” fail?

No counterarguments → no resistance built

What is Mean World Syndrome?

Media makes the world seem more dangerous than it is

How do algorithms reinforce selective exposure?

Show users content they already agree with

Why is selective exposure hard to escape?

• Algorithms

• Personal bias

• Social reinforcement

• Information overload

What is duality of structure?

Structures shape behavior, behavior reshapes structures

What are simulacra?

Representations that replace reality