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interpersonal communication - ANSWER two people have a conversation mediated communication - ANSWER two people talk to each other on the phone or via electronic mail mass communication - ANSWER ... a news anchor talks to a camera and his or her image and voice are transmitted to a large number or viewers linear model of communication - ANSWER shannon weaver and westley maclean: Interactive model of communication - ANSWER schramm interactive model transactional model of communication - ANSWER OTA model (office of technology assessment) Media system dependency model - ANSWER focuses on relationships between mass media entity and society itself content analysis - ANSWER examines presence, absence, or quantity of certain attributes of media messages that allegedly contribute to certain types of media impact meta-analysis - ANSWER systematically integrates the current findings from a large number of empirical studies on any given topic statistical methods - ANSWER uses mathematical models to collect, organize, summarize, and analyze data descriptive statistical methods - ANSWER provides summary number results inferential statistical methods - ANSWER tests conducted on a random sample ma be generalizable to the overall population within limits two step flow - ANSWER effect of the media is indirect and occurs when the ideas from the media are presented by opinion leaders in interpersonal conversations agenda setting - ANSWER the importance placed on issues by the news media is directly corresponding with the importance of issues to the public Gatekeeping - ANSWER time and space restraints restrict information flow attribute agenda setting - ANSWER press coverage of certain issue attributes influences voters framing - ANSWER through framing the media determines the salience of particular attributes of a story or issue. focuses on the way arguments or issues are presented priming - ANSWER focuses on how information is stored and accessed within the mind and how that affects our behavior. the mechanism through which agenda setting occurs. Priming says the reason some topics are easier to recall is because of rehearsal or exercise. Excitation Transfer - ANSWER when individuals are aroused the decline from aroused back to the non aroused state takes longer than we realize. if people are re aroused while there is the level of residual arousal, their arousal level increases dramatically higher than their initial arousal state. gender schema theory - ANSWER a cognitive structure that represents knowledge about a concept or type of stimulus, including its attributes and the relations among those attributes attribution theory - ANSWER long term exposure to stereotypical portrayals of blacks has been shown to result in subtle discriminatory thoughts among whites cultivation theory - ANSWER amount of TV viewing= beliefs about the world. for example, people are affected by violence on TV because violence on TV is so common that people begin to expect the world to be violent resonance - ANSWER an interaction effect between real experience and mediated experiences of TV. For example, if you have been mugged and watch a lot of TV you are going to think the world is very scary bc violence on TV mainstreaming - ANSWER represents the homogenization of divergent views and convergence of disparate viewers. this is how heavy viewers develop a commonality of outlook regardless of their demographic profile Drench Hypothesis - ANSWER A single event can be more life changing or attitude changing than a series of smaller events uses and gratification - ANSWER people select media channels and programming to meet their needs, as well as shape content to meet their needs. Direct effects - ANSWER people are influenced by the mass media through exposure Indirect effects - ANSWER people are primarily influenced by opinion leaders correlation - ANSWER a pattern or a relationship between two or more variables NS correlation - ANSWER no relationship between the two variables. pearson correlation -.032 [Show More]

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