Introduction to Communication Science
Exam 1+2
1) People use media for their own particular purposes... - correct answer-- People decide
which media they want to use and what effects they want this media to have on them.
- Going against the thought that powerful media messages have uniform effects on large
audiences.
1/20 $ experiment results - correct answer-People who had 20 $ were motivated to lie they
didn't feel dissonance. 1 $ was not a justifiable motivator to lie so they felt dissonance.
12 news values - correct answer-frequency, threshold, ambuguity, meaningfulness,
consonance, unexpectedness, continuing, composition, reference elite nations, reference to
people, reference to persons (famous people), reference to something negative
2) People seek to gratify needs... - correct answer-- People have needs that they seek to
gratify through media use.
3) Media compete for your attention and time. - correct answer-- Not only do media compete
with each other for your time, they compete with other activities that don't involve media
exposure.
4) Media affect different people differently. - correct answer-This is because media
audiences are made up of individuals that aren't identical to each other.
A real life example of news values - correct answer-In the Western world we are obsessed
with celebrities and their lifestyles. David Beckham splits with Posh Spice and on the same
day five children are killed in a minibus accident. The tabloids will carry the Beckham's story
on the front page because we as a society have decided that celebrity gossip is more
interesting and news worthy than the other story.
Agenda-Setting Theory (Maxwell McCombs and Donald Shaw) - correct answer-- Mass
media have the ability to move the importance of issues on their news agenda to the public
agenda.
- The audience uses news professionals to see where they should focus their attention on.
- Whatever the media believes is important, we believe is important too.
Attention (Bendura) - correct answer-In order to learn, you need to be paying attention.
Central route (ELM) - correct answer-- Involves message elaboration, where a person
carefully thinks about issue-relevant arguments.
- To be able to process new information, people carefully examine the ideas, try to figure out
if they have a true worth and also evaluate their implications.
, Channel: Communicating on your own time - correct answer-Parties can use CMC
non-simultaneously. They can plan and contemplate their comments, whereas in real life this
interaction would be spontaneous and on the spot.
Cognitive Dissonance Theory (Leon Festinger) - correct answer-- Conflicting attitudes,
beliefs or behaviors.
- Produces a feeling of discomfort leading to an alteration in one of the attitudes, beliefs or
behaviors to reduce the discomfort and restore balance.
Communication Accommodation Theory (Howard Giles) - correct answer-- When people
from different ethnicities or cultural groups interact, they tend to accommodate each other in
the way they speak in order to get each other's approval.
Convergence - correct answer-- When a person adapts his/her communication behaviors to
the person they are interacting with so that the differences between are eliminated.
- This strategy is used to adapt to the audience in order to decrease nonverbal differences.
- DESIRE FOR SOCIAL APPROVAL
Cues that lead to the peripheral route - correct answer-1. Reciprocation: "You owe me"
2. Consistency: "We've always done it that way"
3. Social proof: "Everybody's doing it"
4. Liking: "Like me, like my ideas"
5. Authority: "Just because I say so"
6. Scarcity: "Quick, before they're all gone"
Cultivation Theory (George Gerbner) - correct answer-- The more people watch television,
the more they think that reality resembles television reality.
- Because TV contains so much violence, people who spend most of their time in front of the
TV start to believe that the real world is also mean and scary.
Divergence - correct answer-- Maximising the differences between an individual and the
person that they are interacting with.
- For example, you might insist on using a language or dialect with which the other person
isn't familiar with.
Dominant/Preferred reading - correct answer-the media produces the message, the
audience consumes and agrees with it
Ego-involvement - correct answer-How important an issue is to a person's life.
Often demonstrated by membership in a group with a known stand.
(example: being in PETA, thus caring about animal rights, etc.)
Eight motivations for TV use - correct answer-1) Passing time
2) Companionship
3) Escape
4) Enjoyment
5) Social interaction
6) Relaxation
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