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COMM 101: TEST 3
Mediated?
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Something between the message-sender and the message-receiver that connects them.
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Characteristics of Mediated Communication?
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1. Impersonal
2. Limited opportunity for feedback
3. Asynchronous feedback
4. Passive
5. Anonymous
6.Limited accountability
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Asynchronous feedback?
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Delayed feedback e.g. TV shows don’t stop if you have a comment or question)
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Issues in a Mediated Society?
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1. Counter factual representations
2. Availability of synthetic experience
3. Dramatization of factual experience
4. Simplification of complex issues
5. Substitution of communication for transportation
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Example of availability of synthetic experience?
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1. Looking at a hotel room on the internet
2. Slow motion on TV
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Example of dramatization of factual experience
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Law & Order
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Example of simplification of complex issues
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TV only focuses on one cause
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Example of substitution of communication for transportation
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Electronic banking; don't have to leave your house. The only thing that cannot be physically transported is humans.
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Viewer (A) + Media Exposure (B) = Effects (C)
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A) Everyone has contact with media
B) What are you doing with the media, texting, TV, internet
C) What does it do to people?
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Passive viewers?
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[A: Viewer]
Soak up any info given like a sponge; once they are exposed to media it will effect them
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Active but sometimes weak viewers
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[A: Viewer]People make the choice to watch, listen, or read BUT once they are exposed they will be effected
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Active viewers
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[A: Viewer]People can choose what they want to view & how it will effect them
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Powerful (direct) exposure
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[B. Media Exposure]
Mass mediated messages can effect people in many different ways
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Middle range exposure
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[B. Media Exposure]
"Some of the people, some of the time." Depends on the viewer and on the source
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Weak (indirect) exposure
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[B. Media Exposure]
Anything that happens purely depends on the individual viewer; not the channel
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Behavioral effect
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[C. Effects]
How it changes your actions
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Attitude effect
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[C. Effects]
What you LIKE and what you DISLIKE
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Cognitive effect
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[C. Effects]
What you think & believe to be true & false
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Physiological effect
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[C. Effects]
Measure of arousal.
Ex) heart rate, sweat
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3 types of harmful media effects that can occur
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1. Learning
2. Fear
3. Desensitize
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Learning?
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Teaches people the right way to hold a gun, a knife, etc.
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Fear- "Mean world syndrome?"
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You think the world is more dangerous than it really is
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Desensitize?
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People exposed to a lot of violence through media get used to it, aren't as effected
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Viewer? (Uses & Gratifications Theory)
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Active & strong- you don’t have to participate (e.g. some people choose not to have cell phone)
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Media exposure? (Uses & Gratifications Theory)
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Weak- based on the individual (e.g. responsible vs. irresponsible media usage)
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Effects? (Uses & Gratifications Theory)
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Behavior- amounts of media usage (e.g. hours of TV watched, etc.)
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5 reasons people use media?
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1.Diversion
2.Surveillance (i.e. keeping an eye on people, making sure they are behaving
3.Emotional release (catharsis)
4.Companionship
5.Identity reinforcement
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Diversion?
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Avoid being bored
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Emotional release?
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Have emotional experiences without having real life effects
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Companionship?
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Connect with other human beings through media
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Identity reinforcement?
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Getting a sense of who you are through media
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Surveillance?
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Watch dog for all society-
Ex) making sure elected officials are doing their job
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Selective exposure?
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Ignore signal completely
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Selective perception?
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Even though we are exposed to it, we can ignore it
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Selective retention?
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In charge of what you remember
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The media is not a ______ it’s just another ______ (Outcomes Effects Box)
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Big Deal
Product
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Nothing happens to ______ of media that the users don’t ______ (Outcomes Effects Box)
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Users
Enable
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Implications are _______ and of little _______ (Outcomes Effects Box)
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Short term
Social consequence
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Technological Determinism (aka Media Ecology)
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Media has negative power (determines what we think & do)
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Viewer- Technological Determinism (aka Media Ecology)
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Passive = a one-sided experience; you just sit there and watch and listen; individual has little power
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Media Exposure- Technological Determinism (aka Media Ecology)
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Powerful = we all live in a mediated society (Internet, TV, etc. have dramatically influenced the ways in which we process and receive information, etc.)
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Effects- Technological Determinism (aka Media Ecology)
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Cognitions = media determines what we think (e.g. instant gratification [rapid deployment of information], shorter attention span, etc.)
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Modes of communication influence how people _______experiences (Assumptions about Technology and Culture)
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Organize and interpret
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The medium is the ______
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Message
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The dominant technology of the day determines how we look at______
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The world
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Outcomes: Relying on TV as a dominant medium has changed how social existence is
organized.
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Television has to be exciting or people won't watch it; human's attention spans are shrinking
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Persuasion: an attempt to ____ , ____ , or ______ a person’s ______ , ______ , or _____
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Reinforce, shape, or change
Attitude, belief, or behavior
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Reinforce?
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Prevent people from starting something in the first place
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Shape?
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Creating something where previously nothing existed
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Change?
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Shifting from one state to another
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Attitude?
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Evaluation (+/- judgment)- Dictate how we behave
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Belief?
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Something as cognition, what you think is truw
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Behavior?
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Things we do
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Heuristic decision-making? (Approaches to Studying Persuasion)
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Make a quick decision; saves time & mental energy
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Scarcity?(Approaches to Studying Persuasion) H
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When something is hard to get you will buy it at a higher price without thinking
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Liking? (Approaches to Studying Persuasion) H
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Easy to say no to corporation, hard to say no to family & friends
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Commitment & Consistency? (Approaches to Studying Persuasion) H
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Commitment- deciding if you like something
Consistency- actually buying it
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Reciprocity? (Approaches to Studying Persuasion) H
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A person gives you a gift, you are in "debt" so you buy them a a gift
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Social proof? (Approaches to Studying Persuasion) H
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Human beings pay a lot of attention to what other people do
Ex) laugh track, tip jar
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Authority? (Approaches to Studying Persuasion) H
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We are more likely to follow someone with authority
Ex) believe dentist about what toothpaste to use
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Logic/cognition? (Approaches to Studying Persuasion)
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Thinking everything through (computer)
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Dual Process Model? (Approaches to Studying Persuasion)
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Depends on the person or nature to decide if they want to think as a heuristic or like a computer
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Langer, Blank, and Chanowitz (1978)?
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Request only
Placebic information
Real information
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Request only? (Langer, Blank, and Chanowitz)
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The requester comes up to someone standing in line to make copies and says…
"Excuse me, I have 5 (60% rate) or 20 (24% rate) pages. May I use the Xerox machine?"
How people process big and small requests (i.e. asking to borrow 5 dollars is different from asking to borrow 20)
No reason
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Placebic information? (Langer, Blank, and Chanowitz)
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"Excuse me, I have 5 (93% rate) or 20 (24% rate) pages. May I use the Xerox machine,
because I have to make copies?"
They gave a reason, but a dumb reason
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Real information? (Langer, Blank, and Chanowitz)
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"Excuse me, I have 5 (94% rate) or 20 (42% rate) pages. May I use the Xerox machine, because I’m in a rush?" They gave a reason, but a more reasonable one
Most polite and logical)
Highest success rate
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Demographic? (Audience Analysis)
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characteristics of large groups of people (age, sex, income: the big 3 demographic categories)
Maximize chance of success by knowing audience demographic
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Psychographics? (Audience Analysis)
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Ways people think, attitudes, individual differences/preference data
Surveys, questionnaires achieve psychological data
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Synchographics? (Audience Analysis)
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Timing; when people are likely to buy/be persuaded
Stores changing inventory by season
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Small group is a collection of 3-20 individuals who?
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1.Influence one another
2. Interact for some purpose – groups have goals!
3. Derive some satisfaction from maintaining membership in the group (e.g. making money, getting good grades, having fun, etc.)
4. Are dependent on one another
5. Communicate face-to-face
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4-5 is common for ______
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Research |
12 is popular
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Because of the concept of a jury in court
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Quorum?
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The need to have a certain number of members present for a meeting to be official
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Phases in Group Development?
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1. Forming
2. Storming
3. Norming
4. Performing
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Forming?
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When people are most nice, cautious
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Storming?
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Conflict; negotiate roles; members might drop at this stage
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Norming?
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Settling down; fulfilling roles
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Performing?
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Fulfilling the purpose of the group
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Zero-History Group?
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Everyone is new
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Intact Group?
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Already in existence, but new members can join
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Centralized network? (Types of Networks)
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All have a central member (someone in the middle)
Ex) Wheel, Chain, Y
Pros: Efficient for simple tasks, takes advantage of a competent leader, leader is satisfied
Cons: Decreases cohesiveness, satisfaction, inventiveness/creativity, and is leader-dependent
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Decentralized networks? (Types of Networks)
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Circle, All-Channel; no central/middle member
Pros: Increases satisfaction, inventiveness/creativity, better performance on complex tasks Cons: Time-consuming
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Chained network? (Types of Networks)
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Represents the presence of indirect communication somewhere in the network
Pros: Reduces unnecessary participation by specialized members
Cons: Potential for mis-communication is high, peripheral members less satisfied
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Types of group roles: Task roles
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i. helps group accomplish its bigger goal
1. E.g. a devil’s advocate
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Types of group roles: Self-centered roles
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roles that people pursue within a group to help them achieve personal goals
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Types of group roles: Group building and maintenance roles
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i. deal with people’s emotions, making sure the other group members are happy/satisfied with their role in the group
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Role emergence
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A. how people get their group roles (e.g. elections, appointments, etc.)
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Behavior enacted
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[Role emergence]
i. (by a member of the group)
1. E.g. if a group needs a leader, someone will usually step up and lead (good and bad reactions by other group members)
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Group members respond
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[Role emergence]
(to the behavior)
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Behavior enacted depending on the group response
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[Role emergence]
1. Positive feedback = continuing
2. Negative feedback = ceasing
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Issues in Group Operations
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Multiple people influence the decision-making process (rather than just two in the dyad)
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Normative influence
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I. Issues in Group Operations
[Influence processes in groups]
the reliance on group pressure to persuade (e.g. peer pressure) (people who favor the democratic process do not like normative influence because it’s more based on emotion and pressure rather than logic and reason)
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Normative influence is more likely when:
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a. Tasks are judgmental, rather than objective (objective task = math, because it’s based on logic and reason, rather than emotion) (judgmental task = global warming)
b. Tasks require consensus
c. Positions are public
d. Leaders are authoritarian
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Informational influence
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I. Issues in Group Operations
[Influence processes in groups]
(links back to Aristotle’s forms of proof—logos)
1. Use of logic, reason
2. Refers back to idea that human brains work like computers
3. More likely when:
a. Tasks are objective, rather than judgmental
b. A majority, but not consensus, is required
c. Positions are private
d. Leaders are democratic (democratically chosen)
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Majority influence
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I. Issues in Group Operations
[Influence processes in groups]
(when the majority can influence the minority)
1. More likely when:
a. A group is cohesive
b. The group exists over time
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Minority influence
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I. Issues in Group Operations
[Influence processes in groups]
(minority position influences the majority position)
1. More likely when:
a. The minority forms a coalition (a smaller group within the group that has power and influence, e.g. a clique)
b. The minority is unwavering
c. The minority advances strong arguments
d. The decision requires consensus (gives tremendous power to the minority)
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Conformity
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I. Issues in Group Operations
i. Public compliance (when we conform even though we do not agree)
ii. Private acceptance (changing your values to be consistent with the group; internalizing the group’s position) (the Asch Study)
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Why did the people in the group trials respond incorrectly (in the Asch Study)?
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1. Distortion of perception
2. Distortion of judgment (they logically concluded that they must be doing something wrong since their answer was different from everyone else’s; doubted their own reasoning) (a case of private acceptance)
3. Distortion of action
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Phases in decision-making (ideal):
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[Decision-Making Processes in Groups]
A. Phases in decision-making (ideal):
i. Assess the problem (e.g. reading the directions)
ii. Generate solution to the problem (e.g. finding the best applicants for the job)
iii. Identify alternative solutions
iv.Evaluate solutions
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Unsuccessful groups tend to follow these steps:
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[Decision-Making Processes in Groups]
i. Generate solution to the problem, ii. Evaluate solution, iii.Assess the problem
iv. Discuss operating procedures (at this point, people are usually pissed off)
v. Generate solution to the problem (i.e. repeating their attempt to solve the problem)
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Why Groups Make Bad Decisions/Perform Poorly
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A. Risky Shift Phenomenon
B. Diffusion of responsibility
C.Social Loafing
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A. Risky Shift Phenomenon
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i. Says that groups tend to endorse decisions that are more risky compared to those individuals make; groups take bigger risks than individuals do
ii. Rewards are high if the risk is successful, but the costs are grave if it fails.
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B. Diffusion of responsibility
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i. In group situations, people tend to concede responsibility/accountability when risky decision fails (self-preservation).
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C. Social Loafing
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(In a group situation, people tend to not put in as much effort.)
i. Process loss (difficulty of coordinating multiple people in a situation; physical obstacles of working in groups) (e.g. multiple people working on one computer)
ii. Motivation loss (people tend not to work as hard in a group; tend to relax)
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Effective Group Size (result of social loafing)
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group of 3: 2 of them does most of the work and one does a little one
group of 6: 4 people do the work, 2 don't do anything
group of 12: half the people, 6, do the work and half do nothing
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