Social Media Audience Quiz 1

transmission model

communication involves a sender who sends the message and a receiver, the audience receiving the message. as the message travels it can be affected by noice (physical and mental distractions) that can change the meaning of the message

alternative model

communication is an ongoing process and can be intentional or unintentional. what matters is how the message is being interpreted not the message itself

meaning based model

meaning comes from the audience not the image as audiences actively interprets and co-creates meaning and are influenced by their background

4 main research branches

propaganda analysis (half-truth), marketing research (analyze buying and media habits, studies flow of good), public opinion research (can provide insight as to how opinions differ between demographics), social psychology (experiments)

polls/surveys

can show correlation but not causation, results can be generalized

powerful effects theory

media has an immediate direct effect

effects theory

media shapes perception of things we havent personally experienced

hypodermic needle (magic bullet) theory

media has a strong effect and all audiences are affected in the same way, describes the powerful effect theory

bullet model

people are exposed to many different media all the time and they read, hear, and view things the same way

third-person effect model

a person exposed to persuasive communication in the mass media sees it as having a greater effect on themselves

minimal effect theory

mass media hardly has any direct effect

two-step flow model

people are affected by media and then affect others who see them as opinion leaders

multi-step flow model

media affects individuals through complex interpersonal connections and enhances attention given to people

agenda setting model

media tells us what to think about not what to think

agenda setting theory

media creates an awareness of a topic by focusing on it and giving it more attention

elaboration likelihood model

evaluate messages based off the claim impacted by audience factors processing approach and persuasion outcome

narcotization dysfunction

media provides massive amounts of information that we get numb and tend to withdraw from involvement of public issues

cumulative effects theory

media have effects over the long term

spiral of silence

people who believe their opinions is in the minority stay silent to avoid isolation

cultivation effect model

over time TV shapes viewers attitudes and values, especially in places where they have little first-hand experience

cognitive dissonance

distressing mental state caused by inconsistency between a persons beliefs and actions or two beliefs

how to write survey questions

simple wording and sentences, 8th grade level

open ended questions

doesnt force choices, responses can be harder to compare and take more work to analyze

closed ended questions

fixed set of answers that lead to more consistent answers and makes data easier to analyze

likert scales

strongly agree to strong disagree

constructs

concepts that can be measured but may be abstract, have multiple definitions, and cannot be measured directly

indicators

specific observable and measurable variables used to assess a construct which translate abstract constructs into specific answerable survey questions