-JMC 1100 1st EditionExam # 2 Study Guide Lectures: 7 - 13Lecture 7 (February 17)What is public opinion?General publics attitude towards an issue or subject that is used to understand other thoughts and compare them to our own; public opinion comes from interpersonal contact and news media. Conformity has the power!!!- Stanford prison experimento Reinforce authority- Solomon Asch’s line experimento Line test, people conformed to saying what everyone else said, even if wrong- Stanley Milgrim’s Shock Experimento Responded to authority and obedience 2/3 people put someone to death because an authority figure said they would take blameSpiral of Silence (Noelle-Nueman)We fear isolation and rejection- For example those with political views not in the majority will not speak on the topic because they fear rejection, however, it doesn’t apply to everyone.- We use public opinion to and interpersonal communication to evaluate our opinionsConclusionI. Public opinion matters more than we thinkII. Conformity and obedience are necessary at times, damaging in othersIII. Spiral of Silence behaviors limits our society growthLecture 8 (February 19) Julius Caesar created the first newspaper called Acta Diurna Media as the 4th Estates influences public opinionThe other three are the three branches of Government (Judicial, Executive, and Federal) Media has the same level of power to influence us. Satisfies our need for cognition- Helps us understand and create meaning of the information and events in our society- High= like to think/ strong desire for news about politics- Low= less personal opinion/ likely to take populist views on issues Gatekeeping: Media determine what we read and discussGate 1: Should we cover?Gate 2: How much time and space? Gate 3: Audience response can cause more coverage to be given(Gate three can influence Gate 2)Lippmann argued that the press has a large impact on public life but failed the “MarketplaceIdeas”- Open forum of ideas for us to make an opinion - Claimed people are irrational and uneducated actors.Hostile Media EffectPeople with strong beliefs see bias against their views in neutral media coverageStanford Student Study: result: both pro-Israel and pro-Palestine students felt media was biased against themDual Coding TheoryImages are processed differently than verbal messages and we recall verbal information better without visualsPeople choose their media through four different ways1. Selective Exposure- choosing media channels that agree with your views and ignoring those that don’t2. Selective Perception- perceiving information through your own desires and attitudes3. Selective Attention- viewing messages that fit your worldview and ignoring those that doesn’t4. Selective Retention- remembering information that fits your worldview and forgetting what doesn’t. Lecture 9 (February 24)Agenda Setting - More coverage of an issue: increased importance to audience (Chapel Hill confirmed this by views of civil rights)- Based on the idea that public doesn’t have ability to know all must rely heavily on the media - We are cognitive misers: we consume just enough information to get through our dailylife- News media doesn’t tell us what to think but what to think aboutPew Center for the People and Press Zucker confirms agenda setting but found personal experience filters could override mediaemphasis (Second Gate)Nature of the Issue- Unobtrusive- those with little to no direct experience (climate change) o More reliant on media information- Obtrusive- those the experience daily (unemployment)o AGENDA SETTING DOES NOT OCCURFraming- A frame is a central organizing idea for news content that supplies a context and suggests what the issues areo This happens through the use of selection, emphasis, exclusion, and elaboration of words, phrases, or visual images- Frames help us understand or focus on certain parts of a story- Gain vs. Loss frames, there are more frames than thiso Frames come from (1) Journalists and editors (2) Lobbyists/PR professionals Lecture 10 (February 26)Two types of messages marketers use:1. New messages: focus on objectives information to inform the public2. Marketing Messages: focus on persuasive information to influence public decisions and behaviors have it based on emotions Demographics: age, gender, education, income, ethnicity, etc (census information)- Date variable about who we are based on life characteristics Pyschographics: what we do, think, believe, etc. (likes on facebooks)- Better way to target than demographicsLecture 11 (March 3) Persuasion is the act of using rational and/or emotional arguments to convince others to changetheir attitudes, beliefs, and behaviors; however, it doesn’t force people to change. Persuasion tries to alter attitude (general and enduring positive or negative feeling about a person, object, or issue), belief (a description of what an individual assumes to be ture or false, can be confusedwith facts), and behavior (how a person acts in response to a particular situation or stimulus). 3 Behavioral Responses to Persuasion1. Response shaping: persuader attempts to shape the response of an audience by teaching individuals how to behave, persuader is the teacher and the audience is the student2. Response Reinforcing: Currently held convictions are strengthened to be more resistant to change; makes people feel more strongly by demonstrating their attitudes toward specific behaviors3. Response Change: Creates new behaviors to replace the old ones, this is the most difficult kind of persuasion because we are reluctant to changeViral marketing: commercial advertising (new persuasion battleground does not drive product/ band popularityTwo Routes:Route 1 (Central): Persuasion occurs when the audience is: interested, attentive, and intellectually involved. This route is especially likely if we know that message is counter-attitudinal (goes against our current attitudes)Route 2 (Peripheral): Persuasion that occurs when people are influenced by secondary cues like:attractiveness, sex/status, and humor. More likely designed when we are watching programs that designed to entertain us. Lecture 12 (March 5)6 principles of persuasionRobert Cialdini did decades of research on why people comply with requests; he eventually came up with the 6 principles of persuasion1. Reciprocity: obligation to give when you receive 2. Scarcity: people want more of things they have less of; and give the benefits of