Introduction to Communication Science
2 assumptions of cultivation theory - correct answer-1.The overall pattern of media shows us
a certain reality, there is a shared idea of how the world works.
2.And this changed our view of the world.
2 routes (= way of information processing) - correct answer-central route and peripheral
route
a theory is like a lens: - correct answer-Theories influence how we see certain things, they
emphasize certain aspects (leaving others out of sight)
a theory is like a map: - correct answer-We need theories to guide us; showing how things
work and how things are related
a theory is like a net: - correct answer-We need theories to grasp 'the world' (or parts of it).
Ability (ELM) - correct answer-peripheral route - low ability
central route - high ability
factors that effect amount of ability:
distraction
prior knowledge
time constraint
message complexity
Accessibility principle - correct answer-When people make judgments about the world
around them, they rely on the smallest bits of information that come to mind most quickly
activation frequency hypothesis - correct answer-frequently activated becomes chronically
accessible, so short term effects of priming can become long term effects when priming of a
certain concept happens a lot
activation recency hypothesis - correct answer-Recent experiences make concepts in our
memory more accessible
attitude change - correct answer-the amount and nature of the thinking that a person does
about a persuasive message is a very important determinant
Behavioral scientist - correct answer-A scholar who applies the scientific method to describe,
predict, and explain recurring forms of human behavior.
, biased elaboration - correct answer-top-down thinking in which predetermined conclusions
color the supporting data
binarism - correct answer-good versus bad is a clear and simple comparison
Catharsis theory - correct answer-using violent media makes us less aggressive (venting)
(has not been supported much by research)
central route - correct answer-Message elaboration; the path of cognitive processing that
involves scrutiny of message content.
lasting, strong attitude change
Cialdini's 6 principles of persuasion - 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—"Love me, love my ideas."
5. Authority—"Just because I say so."
6. Scarcity—"Quick, before they're all gone."
Communication - correct answer-relational process of creating and interpreting messages
that elicit a response
Communication Science - correct answer-research on: sender->message<-receiver, all
science/research that deals with creation and interperation, responses of messages
creation of messages - correct answer-what choices do people make when declaring a
message in a certain way?
Critique cultivation theory - correct answer-Difficult to establish causality (and: cannot rule
out third variables)
One TV message vs. variations in media content (and media choice!)
Critique of ELM - correct answer-Focus on cognitive processes (thinking), not much attention
for affective processes (emotion).
doesn't clarify what is a strong argument or individual differences amongst people.
Critique SLT - correct answer-Broad theory, difficult to test in its entirety
Cultivation analysis - correct answer-Research designed to find support for the notion that
those who spend more time watching TV are more likely to see the "real world" through TV's
lens.
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