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Related Flashcards
Related Topics
Cards In This Set
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Media effects
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Changes in knowledge, attitudes, and behaviors resulting from media exposure
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Content analysis
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Quantitative description of the content of the media
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Experimental research
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Studies of effects of media in controlled and manipulated media exposure and content
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Correlated
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Statistical measure of association between two variables
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Survey studies
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Makes generalizations about a populatio of people by addressing questions to a sample of that population
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Ethnology
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Naturalistic research method in which the observer obtains detailed information from personal observation
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Uses & gratifications
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Theory that media are actively selected to satisfy our needs
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Cultural studies
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Argues that media & audiences work together to define culture
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Social learning theory
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Explains effects in terms of imitating behavior seen in the media
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Bullet model
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(AKA hypodermic model)
posits powerful, direct effects of the mass media
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Persuasion
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Use of convincing arguments to change people's beliefs, attitudes or behaviors
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Multistep flow model
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Model assumes that media effects are indirect and are mediated by opinion leaders
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Cultivation theory
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Exposure cultivates a view of the world that is consistent with mediated "reality"
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Priming theory
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Media images stimulate related thoughts in the minds of audience members
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Stereotyping
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Generalizations about groups of people on the basis of limited information
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