EXPH 3500: Chapter 14: Mass Communication and Social Marketing

describe health in the media

proliferation of information platforms

decentralization of information

increased responsibility to be informed consumers

define message effect theories - framing

how messages interact with audience characteristics to influences information processing

can be positive or negative

loss aversion

tendency to think a loss in more detrimental than a win

define message effect theories - exemplars

specific detail in messages to illustrate a general class of events

define message effect theories - narratives

imbed persuasive messaging into stories

audience characteristics

characteristics, personalities, and how one processes information that strongly influence why we choose to engage in a behavior

theory of biased processing

different evaluations based on predisposing attitude and beliefs

theory of reactance

persuasive messages may arouse motivation to reject advocacy

diffusion of innovations

interpersonal mass communication strategy that asks how new forming techiniques/behaviors spread

list the diffusion of innovations concepts

cost

relative advantage

simplicity

compatibility

observability

trialibility

with community mass communication the big problem lies between what 2 factors?

mass media and public opinion

communication inequalities

differences among social classes in the access and capactity to use information

examples of communication inequalities

smoking

wifi

marketing to different populations

knowledge gap hypothesis

there is a gap that will only continue to grow if we present things only through the media

the gap lies between the better educated and the less educated