Mass Communication Theories - Midterm -Flashcards

A complete study set covering key mass communication theories, including Powerful Effects, Limited Effects, Agenda Setting, Agenda-Building, Priming, and Cultivation Theory. Each card includes definitions, key researchers, effect types, main takeaways, and at least two simple examples for easy memorization and application. Perfect for exam prep and quick review.

What does the Powerful Effects Model focus on?

How early mass media could strongly shape public opinion and behavior.

Who/what is key in the Powerful Effects Model?

WWI and WWII propaganda campaigns, President Wilson’s Committee on Public Information (1917).

What type of effect does the Powerful Effects Model describe?

Direct and immediate influence on public opinion.

: Main takeaway of Powerful Effects Model?

Media were believed to have powerful, uniform effects on audiences.

Example 1 of Powerful Effects Model:

WWI propaganda posters encouraged citizens to buy U.S. bonds, increasing bond holders from 350,000 to 10 million in six months.

Example 2 of Powerful Effects Model:

Government propaganda during WWII glorified allies and demonized enemies to boost public support.

What does the Limited Effects Model focus on?

Media mostly reinforce existing beliefs rather than changing them.

Who conducted key research for this model?

Paul Lazarsfeld (1940 Election Study).

Type of effect described blank effectss model?

Minimal/limited effect.

Main takeaway for the limited effects model?

Social circles, selective exposure, and group influences limit media’s persuasive power.

.limited effects Example 1: Selective exposure

Republicans mostly see Republican-friendly news; Democrats see Democratic-friendly news.

limited effects model Example 2: Two-step flow of information

A voter listens to a trusted family member (opinion leader) who interprets campaign messages, rather than the campaign directly.

What is the focus of Agenda Setting Theory?

Media tell people what to think about, not what to think.

Who developed Agenda Setting Theory?

McCombs & Shaw (1972).

Type of effect of agenda setting theory?

Cognitive; shapes perceived issue importance.

main takeaway of the agenda setting theory

Media emphasis drives the public agenda.

agenda setting theory Example 1: 1968 U.S. election

Issues frequently covered by newspapers and TV became voters’ top priorities (correlation ≈ .967).

agenda setting theory Example 2: Modern social media

Heavy coverage of BLM on CNN influenced the number of tweets about the movement, showing public focus follows media.

What does Agenda-Building study?

: Factors that influence which issues the media cover.

Internal influences of agenda building?

Journalistic norms (objectivity, accuracy), newsroom routines, editorial judgment.

External influences of agenda building?

PR campaigns, policymakers, interest groups, celebrities, commercial pressure.

Type of effect of agenda building?

Institutional; affects media priorities.

Main takeaway of the agenda building theory?

Media agendas are shaped by both internal and external pressures.

agenda building theory Example 1: Commercial pressure

News networks may prioritize sensational crime stories to boost ratings.

agenda building theory Example 2: Journalistic norm

Balanced reporting ensures both sides of a political debate are covered.

What is Priming?

Media coverage influences the criteria people use to evaluate leaders or events.

Type of effect is priming?

Psychological; shapes evaluation standards.

Main takeaway of priming?

Salient issues in the media influence how audiences judge leaders or policies.

Example 1: Economic priming

Media focus on inflation leads voters to judge the president’s performance primarily on economic conditions.

Example 2: Crime priming

Heavy news coverage of crime may lead people to evaluate mayoral candidates by their crime policies.

What is Cultivation Theory?

Long-term TV exposure shapes viewers’ perceptions of social reality.

Who developed cultivation theory?

George Gerbner (1960s).

Type of effect is cultivation theory?

Cultural, long-term

Main takeaway of cultivation theory?

Heavy TV viewers adopt a worldview that reflects TV portrayals of reality.

cultivation Theory Example 1: Mean World Syndrome

Heavy TV viewers believe the world is more dangerous than it is (overestimating crime and victimization).

cultivation Theory Example 2: Mainstreaming

TV promotes common, middle-of-the-road cultural values; heavy viewers from diverse backgrounds tend to hold similar worldviews.