intro to communication science week 4 questions wi
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Intro to Communication Science
Intro to Communication Science
Intro to Communication Science
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Intro to communication science week 4
Because our mind selects, blocks and filters information ... - correct answer-it is hard to
change an opinion people already have about a particular subject
cognative dissonance - correct answer-a state of conflicting thoughts or emotions that
produces tension that a person works to reduce
cognitive bias - correct answer-errors in memory or judgment that are caused by the
inappropriate use of cognitive processes
Connotation - correct answer-What the implication of what the sign means
Denotation - correct answer-The explicit meaning of the sign
elaboration likelihood model - correct answer-A model explaining two ways in which
persuasive communications can cause attitude change: centrally, when people are
motivated and have the ability to pay attention to the arguments in the communication, and
peripherally, when people do not pay attention to the arguments but are instead swayed by
surface characteristics (e.g., who gave the speech)
encoding/decoding model - correct answer-A theory on media that combines models that
privilege the media producer and models that view the audience as the primary source of
meaning; this theory recognizes that media texts are created to deliver specific messages
and that individuals actively interpret them.
Everything that comunicates something is - correct answer-a text that can be read
gatekeeping - correct answer-the theory that looks at why some messages get media
attention and which don't
hierarchy of reach - roger clausse - correct answer-1. message offered
2. message receivable
3. message received
4. message registered
5. message internalized
hostile media effect - correct answer-people with strong feelings on a subject tend to be
convinced the news reports were biased against their point of view
How does the idea of 'the hierarchy of reach' differ from the traditional audience paradigm? -
correct answer-The hierarchy of reach assumes different levels of audience activity
persuasive attempts should consider... - correct answer-the motivation for the person to
understand and their ability to do so
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