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JMC 1100: EXAM 2
What is the news?
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- information the public uses to connect to their community (local or national) or make informed decisions to better their lives
-any type of mass media focused on presenting info to the masses with a purpose of educating and informing the public
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hard news
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heavily reported, serious and important news which help create informed citizens
ex)politics, economy, war
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soft news
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information and entertainment, non- serious issues covered
ex) art and culture, human interest-buzzfeed
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types of nontraditional news
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1. comedy talk shows
(late and tonight show)
2. cable opinion news programs
(persons commentary, O'reily factor)
3. satirical news
(daily show, colbert report)
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why should we care about the news?
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-shape our understanding of society
-inform us as to what others think
- inform us as to what issues we should focus on
- a necessary component of democracy
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public opinion
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- aggregate (overall outlook) of publics attitude toward an issue or object
- formally measured by opinion polls, surveys and votes or referendum
-reflects on average of all responses, not extremes, doesn't account for 'no opinion', positive or negative opinion and behavior in WWII
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conformity
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why do people go along with the crowd?
group pressure
more likely to agree with majority
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spiral of science theory
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people who believe their opinion is not in the majority, will not speak out on a topic because they fear rejection
-today: like on fb- more likely to check it out and like it too
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2014 Pew study
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- in both personal and online settings, people were more willing to share their views if they thought their audience agreed with them
-1 People were less willing to discuss the Snowden-NSA story in social media than they were in person.
-2 Social media users were also less likely to share their views in face-to-face settings
~Share online, millions of people can see it
~Cause conflict, don’t agree
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Framing
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a central organizing idea for news content that supplies a context and suggests what the issues are
~journalistic tool
~does this through use of selection, emphasis, exclusion, and elaboration of words, phrases or visual images
~small changes in words can shift the frame of a message or question
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Gatekeeping
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news media chooses which stories will be reported over another
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why is framing important?
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-can influence how we see the world
- what we deam to be important
- how we answer questions (should we go to war?)
- how we form attitudes
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frames come from?
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journalists and editors
~news producers may favor 1 side or other due to bias or time restrictions
lobbyists/ public relations pros
~ job means creating favorable image for an organization and its products
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gain frame
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PSAS
-emphasizes benefits of a behavior or news story, positive
ex: # of lives saves, you will benefit demo something
~stop smoking
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loss frame
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emphasizes the cost of behavior or news story, negative, disadvantages
~# of lives lost, risk you take by not performing some behavior
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results of media framing?
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-students prefer to get news form daily show
- frames help audiences understand better
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more effective? gain or loss frame?
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loss- more powerful, shows fear
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Interpersonal contact
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discussion with others, seeing fliers or bumper stickers, overhearing, etc.
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Selective exposure
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– Choosing media channels that agree with your views & ignoring those that don’t.
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Selective perception
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– Perceiving information through your own desires and attitudes.
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Selective attention
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– Viewing messages that fit your worldview & ignoring those that don’t.
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Selective retention
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– Remembering information that fits your worldview & forgetting what doesn’t.
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Agenda setting
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- more coverage of an issue= more importance in the minds of the public
ex: malasia flight
=HOW MUCH
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cognitive misers
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we consume just enough info to get through our daily life
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Chapel hill study (McCombs/Shaw 1968)
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-tested nc voters on views of issues (civil rights) for 1968 pres race
- found media emphasis=public perception
- horse-race coverage= false perceptions of candidates (leader must be best)
- if media didn't cover it= no big deal, not important
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unobtrusive issues
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- those we have little or no experience with
~climate change, chinese population
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obtrusive issues
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- those that public can experience daily
~ unemployment, crime, taxes
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news messages
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focus on objective info to inform the public
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marketing message
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focus on persuasive info to influence public decisions and behaviors
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demographics
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variables used to categorize people by life characteristics
~age, gender, educational level, income, race/ethnicity
-marketers match demographics of desired audience to the demographics of particular media
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targeting public
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-to sell advertising, media conduct research on audiences
~mags, newspaper reader surveys
~internet pop up surveys
~facebook, netflix, amazon, expedia
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psychographics
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- variables used to reflect attitudes, beliefs, and behavior
- measured through surveys or focus groups
~now measured via online behavior
- better way to target than demographics
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nelsen TV ratings
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how many people are watching a certain program? who are they?
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rating
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percent of TV homes tuned into television
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viewing estimate
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number of people watching based on live viewing and dvd playback the same day
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two methods of agenda setting
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surveys- to see what people think
content analysis- see whats actually being reported and frequency of coverage
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entertainment education
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- inserting health messages into entertainment programming
- program needs to be entertainment based with health messages being added to it
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persuasion
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- a method using rational rational and or emotional arguments to convince others to change their attitudes, beliefs or behaviors
- NOT coercive and NOT manipulative
- doesn't FORCE people to change
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Attitude
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- general and enduring positive or negative feeling about a person, object, or issue
~persuader asks:
- what do i want people to feel positive or negative towards?
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belief
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- description of what an individual assumes to be true or false
-sometime that we assume to be fact
-persuader asks:
~ what are relevant beliefs that i want others to hold?
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behavior
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- the way in which a person acts in response to a particular situation to stimulus
- a basic human action
- persuader asks:
~ how do i want to influence an individuals behavior
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3 behavioral responses to persuasion
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1. response shaping
2. response reinforcing
3. response changing
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response shaping
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- new products
- similar to learning
~persuader is the teacher, audience is a student
- persuader attempts to shape the response of an audience by teaching individuals how to behave
EX) microsoft surface tablet ad- everyone can use it, shows how to easily attach the keyboard
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response reinforcing
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- currently-held convictions are strengthened to be more resistant to change
- makes people feel more strongly by demonstrating their attitudes toward specific behaviors
EX) Ford- keeps customers, reinforces you to keep buying
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response changing
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- new behaviors to replace old ones as a result of persuasion
- MOST DIFFICULT KIND of persuasion because we are reluctant to change
EX) spaghetti sauce commercials- pin against each other, Coke VS pepsi, Bing it on- change from google
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common forms of persuasion
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- debate- what attitudes, beliefs, or behaviors we should hold?
- expert opinion- doctors, professors, opinion leaders- change attitudes
- letters to the editor
~ between 15-30 products inserted in every 1/2 hr of tv
EX) castle- demonstrate new phone, american idol- coke cups
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less common forms of communication
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- buzz/stealth marketing
~ word of mouth endorsement
EX) victoria secret/pink: find opinion leaders on campus to get people to wear clothes
~relies on opinion leaders and early adopters
EX) Ford Focus- given keys to drive one hoping tell friends
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central route persuasion
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- persuasion that occurs when audience...
~is interested
~pays attention
~ is intellectually involved
EX) political ads- already have firm beleifs
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peripheral route of persuasion
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- persuasion that occurs when people are influenced by secondary cues like...
~ attractiveness
~ sex status
~ humor
-more likely when were watching programs that are designed to entertain us
-not motivated to think about the topic
EX) Taco Bell
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3 things persuasion is meant to influence?
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attitudes, beliefs and behaviors
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What are the 6 principals of persuasion?
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Reciprocity
Scarcity
Authority
Consistency
Liking
Consensus
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reciprocity
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- obligation to give when receive
EX) waitress gives mints at end of meal= increase in tip, Netflix free monthly trial ad
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scarcity
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- people want more things they can have less of
EX) promotion emails- black friday, get it before its gone
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authority
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- people will follow the lead of credible knowledgable experts
EX) dentists, doctors- lab coats, plaque ad- trust cause dentist in lab coat
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consistency
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- looking and asking for commitments that can be made
- voluntary, active, and public commitments in writing
EX) take a survey, make a donation for human rights
EX) asking patients to write down future appointments= reduced missed appt by 18%
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liking
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- people say yes to the people they like
like people who...
1. people that are similar to us
2. people who pay us compliments
3. people who cooperate with us
EX) tupperware parties
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consensus
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- people look to the actions and behaviors of others to determine their own
EX) hotel guests reusing towels, because other guests are doing it
EX) amazon reviews
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Third person effect
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An individual’s perception that the media have a stronger impact on others than on the self
~ persuasive messages (e.g. commercials)
~ the news
~ the entertainment media (music, TV violence, porn)
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self-enhancement
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human tendency to perceive the self in ways that make us look good or at least better than other people
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The theory of planned behavior
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-helps to predict and explain whether a persuasive message (e.g. anti-smoking ad) would persuade a media consumer (e.g. smoker) to change his/her behavior (e.g. quit smoking)
~ attitude towards behavior, felt social pressure to act, belief in own ability to complete a task (self-efficacy) ----> intention (to act or not) ----> behavior
EX) jillian Michael's ad for new workout show
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Why we use media
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1. learning
2. habit
3. companionship
4. arousal
5. relaxation
6. escape
7. social interaction enhancer
8. passing time
9. social dangers
10. spending too much time with media
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learning
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-daily news
- commonwealth of ideas
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habit
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- part of our daily routine
- reward for week
EX) tv shows on certain days
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companionship
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- social connections- FB
- parasocial relationships
~feel connection to fictional characters
~can lead to emotional connections- love to hate characters
EX) who shot JR= 2nd all time rated show, 50%+ viewers
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arousal
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- sensation seeking
~looking for thrilling emotion triggering content
EX) SAW, the ring
~ social desirability= desire to look good to others
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social desirability
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- desire to look good to others
- Ex) when a stranger calls in class
~how many people watched to look strong to others around them? or actually curious?
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escape
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- offers more exciting reality
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social interaction enhancer
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- gives us common content with friends and co workers
ex) twin peaks- least watched show, more talked about
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passing time
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- addiction (men more likely)
- threshold effect: up to 10 hrs/week= you're good
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spending too much time with media
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- displacement hypothesis: time that we spend with media is displacing time we could spend on more important activities
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social dangers
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- learned behaviors
~characters more likely to be sarcastic and aggressive
~ situations more dramatic
~ both = higher ratings
- personal dangers
EX) hills characters faked having arguments with each other to increase ratings
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every 2 hours of tv watching makes us.. (compared to doing something more active)
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- 23% more likely = Obese.
- 15% more likely = heart disease.
- 13% more likely to die (of anything).
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why?
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- Media Ads promote unhealthy food.
~How many ads for sweet potatoes have you seen?
- Media watching promotes snacking
~ Viewers ate 2x more snack foods (habit= less likely to pay attention and eat when full).
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Criticisms of Uses and Gratifications
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- Assumes that media consumption is rational and individualistic.
- Relies on self-reported descriptions of reason for media use
~We are inclined to give socially desirable responses
+ Conclusion:
~We need to approach media with these considerations in mind
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Choose your Media Carefully
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- Know your Purpose for Using Media
- Understand the Benefits
- Weigh the Potential Harms
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