Study guide for audience matters 2nd exam

Mass Society Theory

Belief that people in modern society are isolated and easily influenced by mass media. Assumes audiences are weak and media is powerful.

Mass Suggestibility Theory

Idea that large groups of people can easily be influenced or manipulated by media messages.

Hypodermic Needle Theory

Theory that media messages are directly injected into passive audiences and immediately influence them.

Inoculation Theory

Theory that exposing people to weak counterarguments helps them resist stronger persuasion later.

Cultivation Theory

Long-term exposure to media shapes how people view reality.

Desensitization Theory

Repeated exposure to violent or shocking content reduces emotional reactions.

Elaboration Likelihood Model

Persuasion theory explaining two routes of processing messages: central (careful thinking) and peripheral (simple cues).

Social Cognitive Theory

People learn behaviors by observing others through interaction between environment, behavior, and personal factors.

Spiral of Silence

People stay quiet if they believe their opinion is in the minority because they fear social isolation.

Selective Exposure

People prefer media that agrees with their beliefs and avoid information that challenges them.

Structuration Theory

People shape social structures, and social structures shape people's behavior.

Uses & Gratifications Theory

People actively choose media to satisfy needs such as information, entertainment, identity, and social interaction.

Pick & Mix Theory

Audiences take ideas, identities, and styles from media and mix them into their own lives.

Moral Panic

Public fear that media will negatively influence society or young people.

Payne Fund Studies

Early research on how movies influenced children's attitudes and behavior.

Cooley's Communication Theory

Communication connects individuals and society and helps shape identity and social relationships.

Fear of Early Mass Media

Americans feared movies because they believed media could strongly influence behavior, especially in children. This led to censorship and research like the Payne Fund studies.

Why Study Hypodermic Needle Theory

It helps explain early fears about media power, propaganda, and why researchers study media effects more carefully today.

Inoculation Theory Example

The 'Just Say No' campaign failed because it did not show real peer pressure arguments. Inoculation requires showing weak counterarguments so people can practice resisting them.

Mean World Syndrome

Heavy media exposure makes people believe the world is more dangerous than it actually is. For example, crime shows can make people think crime rates are very high.

Desensitization Short Answer

In psychology, gradual exposure helps people overcome fears. In media, repeated exposure to violence can make people less sensitive to real violence.

Social Cognitive Theory Example

Effective persuasion includes environment (showing behavior), behavior (demonstrating actions), and personal factors (beliefs and motivations).

Spiral of Silence Example

People with unpopular opinions may stay quiet, while those who believe they are in the majority become more vocal.

Algorithms and Selective Exposure

Social media algorithms show content similar to what users already like, making selective exposure stronger.

Why Selective Exposure Is Hard to Escape

Algorithms reinforce beliefs, people prefer confirming information, and social groups often share similar opinions.

Duality of Structure Example

Students follow university rules but also shape campus culture through clubs, traditions, and behavior.

Uses & Gratifications Example

Watching cooking videos can provide information (recipes), entertainment, identity (feeling like a cook), and social interaction (sharing with friends).

Pick & Mix Theory Explanation

People combine ideas from media to shape their identity. It sits between passive audiences and extremely active audiences.

Simulacra

Media representations that become more real than reality, such as unrealistic lifestyles on social media.

Simulacra Implications

They can shape how people view reality, beauty, success, and social expectations.