CMN 277 Exam 3

mediality

version of political reality that is presented by the media-sometimes not accurate; issue is that a lot of news comes from the government so they can share what they want. EX: during Bernie v. Trump, cameras stayed on trump because he was more entertaining
Example: Russian probe is coming from gov't sources
Pentagon Papers: showed losing in Vietnam but gov't said were winning

mirror image theory

lack of bias; news is representative of what is actually going on -- this is our reality

partisan bias theory

media is either liberal or conservative EX: msnbc v. Fox and they advocate for certain political views and blame problems on other party

diversity theory

both conservative and liberal news and you have the right to choose (marketplace of ideas reduces the bias) EX:CNN

structural bias theory

news gathering process and produces bias: TV (Episodic) vs Newspaper (Thematic) -- TV has sound bites while papers has full speech and analysis
internships example -- rich people have non paid internships

agenda setting and politics

the media doesn't tell you what to think, just what to think about -- people use shortcuts like immigrants are illegal and therefore more violent
High empirical support (means everyone is experiencing it) b/c everyone was talking about it -- Clinton/Monica

unobtrusive vs obtrusive issues in agenda setting

unobtrusive- if you know nothing about a topic, you rely on agenda setting more EX: you focus on gun control because of agenda setting -- i.e. men don't experience #MeToo campaign
obtrusive- if you know about the topic, you rely on agenda setting less EX: you focus on gun control because your wife was shot -- i.e. women have experienced sexual harassment

thematic v episodic

Thematic- more likely to lead to agenda setting (general trends) is used more because it impacts a lot of people and lead to agenda setting
Episodic (specific instances) learn about agenda setting based on what they see in news. episodic more individualized -- individual stories and more visual
Episodic TV -- jane tells her story of her own addiction
Thematic -- NEWSPAPER

interaction effect

happens early in an issue; if the issue is personally relevant or if it's covered a lot in the news- it leads to high agenda setting ex. intermediate interaction

modulator mode

happens later in an issue; only people who are concerned are affected by the media speaking about the issue. For everyone else, if they've heard enough, it just sounds redundant - overexposed = tired of it need 'right' amount of coverage - Key word = saturation

Plausibility

Limit of Agenda Setting, has to affect many people

Persistance

Limit of Agenda Setting, coverage may not last long

Specificity

limitation of agenda setting- Does not carry over to other issues like taxes and immigration

media fragmentation/segmentation as a limitation of agenda setting

limitation of agenda setting- there are too many forms of media so people's attention is divided and social media helps people see exactly what they want to see EX: if you're republican, your twitter feed might only show conservative viewpoints so you won't be affected by agenda setting as much

soundbites

need for a story to be packaged in small pieces - short clip of speech or music extracted from a longer piece of audio, often used to promote or exemplify the full length piece

5 qualities of a newsworthy event

personalized, dramatic, action, novel, linked to events that are themes of ongoing current interest

trial balloon

government releases information to gauge public opinion EX: they will say they are going to do something even if they aren't sure yet just to see what the public thinks

framing

a way of presenting information-subtle EX: Trump's dominant frame is that politicians are bad and he isn't a politician ;
Helps to maintain a cognitive economy EX: tax cuts are only to help the average person or it only to help the rich;
Many frame types EX: poor are poor bc they are lazy or poor are poor bc everyone is responsible;
Media creates dominant frames (see trump)

media campaigns

before, only the party bosses nominated people, now public opinion determines the nominations.
Effects of the nomination process: creates superficial candidates, leadership defined by the the ability to mold public opinion and media exposure is most important (personality over substance, get ppl to believe your position on an issue)

front loading

focus on states with early primaries. EX: focus on iowa and make them think a certain way so that they sway the rest of the votes and they will get a lot of coverage

winnowing process

press focuses more on the "real" candidates (focused on Trump more than rest of political candidates)

expectations game

those who do better than expected get more attention

attack v promote

you can attack opponents in media or promote your platform

issue stands v image

can talk about campaign issues or can promote your image (most are image)

3 objectives of political advertising

name recognition, increase in the number of people who vote for you, take those who are on the edge and make them vote for you (persuasion) i.e walk into ballot if you've seen name will vote for them

theory of confirmation

much easier to confirm a stereotype of a politician than to refute it EX: trump's advertisements were always about Hilary being a corrupt politician which confirmed a stereotype

interactive effects

how many ads combined affect the electorate population-responding -- how end up voting

horse race coverage

focus on polling data, public perception instead of candidate policy, and almost exclusive reporting on candidate differences rather than similarities
focuses on whose going to win to make it exciting - keeps track of whose winning / losing
Obama won Iowa so lots of media coverage

pseudo-event

created to capture media coverage and get free advertising ex. senator in race works 8 different jobs - PR stunt all about getting attention

heavily covered events

"matters" - more coverage means more favorable to win ex. Trump coverage

televised debate effects

reduces uncertainty for voters increases likability of the candidates

goals of persuasion

creation of a new attitude, reinforcement of an existing attitude, changing of an attitude
think what is persuasive and when?

credibility

to be competent and trustworthy EX: bill gates talking about macintosh- he is knows the information well and he is trustworthy because he talks positively about the competition

attractiveness

including how charismatic they are

similarity to audience

are they relatable to whoever is watching

one sided or two sided messages

one sided- (AUDIENCE AGREES) only share my side "why am i the best candidate" ex. presents/supports one side of issue
audience is reinforeced
two-sided- (AUDIENCE DISAGREES) then understands which is the better way "although some say .... this is my opinion"-
inoculation- able to attack other side ex. purposes two side of issue- claims which is better - can happen w two sided message tries to tell you not to accept a message before you heard it
ex. apple explains why they are better than newer company

positive emotions

using humor and positivity to increase appeals
feel good about message - more likely to accept message - Soft lights, wine, and music - set tone good mood

rogers protection motivation theory

people protect themselves based on four factors: severity, probability (of an event), is the proposed solution achievable, and are you personally able to to the proposed solution (high fear works to motivate people) i.e smoking ads it gives you a way without dying

elliptical comparatives

using comparative adverbs without clear referents
Ex. Crest has more whitening power than...

implied causation

product is directly responsible for positive outcome
i.e if you get a gym membership then you will get fit

implied slur on comeitiion

something bad is implied about competitors products -- Pepsi products with polar bear from coke

pseudoscience

reporting scientific evidence in an incomplete fashion -- trident gum it is healthy to chew

classical conditioning

relates to sex in advertising- associate a product with sexiness EX: sexy super bowl ads
two related items - psychologically
ex. ad for truck - not interested - model
every time you see a truck you will think about the model - shop for car see the truck - now you like it

cognitive dissonance theory

relates to attitudes and behaviors; two attitudes can be consistent or compatible or incompatible- dissonant;
relationship between two attitudes
relationship between attitude and behavior
relationship between two behaviors
EX: ad your a hardowrking parent - make childs future bright - not home - can't guide child
solution= tutoring how to be a good parent (this reduces dissonance)

elaboration likelihood model-central and peripheral route

there are two ways to persuade someone; central route and peripheral route;
Central- ppl think about message carefully and about strength of the message (content)
peripheral- ex. old spice commercial - shortcut (not critical) the person and how the person delivering the message acts and sounds (if the message is too complicated for you, use this one)
central - critical thinker -

informational appeals

best info available to make reasonable decision
ex. insider info "i've seen this before"
subscribe to our news letter - we know what stocks are good

patriotic appeals

"made in America" - when buying a product it will enhance patriotism toward country
ex. Car dealership red white and blue

fear appeals

see roger's protection motivation theory -- fear appeals work!

humorous appeals

on the surface it is effective - get a quick laugh - problems 1. distracting - serious message humor is not good - won't recall message what it should be 2. desensitized - ad isn't funny anymore - humor works in small doses

testimonials

well known person offers a pitch for the service

achievement success

designing ads where there is a reward for winning
-"you will best the competition" - Ex. apple vs samsung - who is better
you being at a higher status than someone else

altruism

generosity, helping, cooperation

self control

willingness to wait to understand idea

direct educational benefit

introduced to concepts that facilitate learning(pre-math and pre-reading)

effects of sesame street

who receives the most benefit? - Helps higher than lower socioeconomic status, however they don't have access to TV's -- helps with reading, and inter-racial attitudes
it was suppose to help low income but it actually helped high income children

limited capacity

children can't process things the way adults do - simplified easy to practice

two separate channels

processing actually story content and then processing learning outcomes -- put in narrative format so they can understand it but they need to be able to adapt the message

children's television Workshop Model

Know how each TV show effected children.

effects of mr. roger's neighborhood

Cooperative - Mr. Rodgers > Batman

effects of Freestyle

more accepting of people in different sex roles

effects of Electric Company

improved reading scores of children who watched the show

effects of social marketing

1. Heightened awareness of the
problem
2. Making the problem more
salient and more susceptible to
future influences
3. Stimulation of conversations
with significant others
4. Generation of self-initiated
information seeking
5. Reinforce positive attitudes
and behaviors
--

ON TEST - Obstacles to Social Marketing

1. Higher degree of shared benefits and shared
responsibilities 2. Benefits are delayed
3. Campaign is complex
4. Face strong opposition
5. Unrealistic goals; hardest target
pop. to change

ON TEST - Opposition to Prosocial TV

Prosocial TV could be seen as
psychological behavior control
1. Who should have this control?
Which values are the correct values?
Who's values?
1. "Big Brother" - "Owellian" Values (e.g., the
values of the state) might replace our own
-- children should learn from families and communities instead of TV

narrative persuasion

more likely to involve specific episodes (tell/persuade)

entertainment education media

internationally often involves long term series featuring positive social
messages

transportation

someone who is more strongly transported into the world of the narrative is more likely to be persuaded
- A. involves cognitive activation
- B. Involves emotional activation

ex: if you believe in greys anatomy, you'll believe the medical advice that she gives as an actress

prosocial children's TV

effective through altruism self control education... children grasp what is going on
ex. two lovers - buy eachother stuff - tested for hiv? understand simple message of giving

prosocial adult TV

Greys anatomy -- tells about a problem though stories and send the right message

social marketing campaigns

free hiv tests -

epidemiological intervention

identifying char. identified with disease

environmental intervention

actually make changes - shut down coal mining plant -- for society to be better

educational programs intervention

changes behaviors in own lives -- tries to educate

downstream and upstream marketing

downstream -- tries to change consumers behaviors - message tell you to solve problem (you should recycle)
upstream -- change something to produce unhealthy behaviors -- how everyone should change for everyone like writing to congress

sponge-minded viewer

absorb with equal gullibility everything
they consume in the media

critical minded viewer

search out hidden assumptions,
unwarranted inferences, false
analogies

five overall components of media literacy

1. An awareness of the impact of the media on the
individual and society.
2. An understanding of the process of mediated
communication.
3. The development of strategies with which to analyze
and discuss media messages.
4. An awareness of media content as a "text" that
provides insight into our contemporary culture and
ourselves
5. The cultivation of enhanced enjoyment and
understanding of media content.

two-part major component of media literacy

-what things are we concerned with
embedded values -
Part I: Learning the formal features of each particularmedium
Part II: Learning critical evaluation skills

deconstruction - symbolic code

Deconstruction (cont.) - a) a close observation of the signifiers (e.g. symbolic
code)
- b) identifying the hidden meanings in the script and the
images
- c) *Affective strategies
- emotional response to messages
- d) *Embedded values
- producers beliefs through POV,
editing
- e) Cumulative messages
- long
-term repeated ideas
i.e. see someone in bed but didn't seem them have sex but it is implied

embedded values

producers beliefs through POV,
editing

cumulative messages

long term repeated ideas

affective strategies

emotional response to messages

co- viewing and home training strategies

watching television with children is important. As the family watches
television together, conversation should occur. Parental mediation:
parents question the children about their reactions to what is on TV

continuum model

continue to believe something - something needs to break cycle... or they will continue with stereotypes

activation-recency hypothesis

stereotypes are understandable to reduce media literacy - recently -- if we see something right away and then we use bias for the next observation

how to reduce stereotypes with media literacy

Exposing people to counter-stereotypical
messages and giving them a media literacy
training reduces stereotyping of Blacks

media literacy

Increasing recognition of the need for a higher level of media literacy in modern society

media content literacy

deals w actual content - what is message about - focuses on characters, themes, information, behaviors

media grammar literacy

how media is edited - understand editing effects are influential ex. music in background/ cut scene/ distinguish when commercial is coming

medium literacy

do you understand what a medium can do / how to use it and its effects - ex. how internet works

influence of new technologies

Harris - only people who are rich can participate in latest media content

new media characteristics

• 1. Demassification-narrowcasting -- for just certain people i.e Netflix
• 2. Asynchronicity-time shifting
• 3. Interactivity-enhanced audience feedback - new wasn't a thing in old days b/c letters and viewership
• 4. Hypertextuality-link to other sites
• 5. tmedia-incorporate video, audio, print
• 6. packet switching-digital bits, privacy, downloads

unique qualities of internet

1. Sense of Anonymity
2. Sense of Community
"Netiquette" or "Netspeak"
• 1. Brevity is a virtue
• 2. Acronyms used for common expressions
- IMHO, ROTFL, LOL
• 3. Conversations quickly become acrimonious

netiquette or netspeak

Brevity

acrimonious communication

LOL, ROTFL, KK

emoticons/emoji's

:)

issues and controversies regarding new technology

extreme groups net/ neutrality

depression via internet use and aggressions via videogames

-internet causes depression - more aggressive behavior, loss of family ties Carnegie Mellon Study

revolution of the audience concept

A. Originally saw audience as out there as part
of linear transformation
B. Now see audience as consultative,
interactive, and transactional
C. Meanings of audience have multiplied
D. Must now think about what mass may mean
E. May want to define an audience as those
who are reached by a particular medium

critical mass

is an important social concern: enough subscribers to make it worthwhile to offer
adoption of technology -- enough people that want to buy it -- it is now affordable example DVD players