COMM 1225 Lecture Notes - Lecture 8: Mammography, Risk-Seeking, Prospect Theory

• School: Northeastern University
• Department: Communication Studies
• Course: COMM 1225
• Professor: Mello Susan

Document Summary

Agenda setting media tells us what to think about (focus on which issues are. Framing media tell us how to think about it; provides a frame of reference important) Focus on the essence of those issues. Sometimes referred to as second-level agenda setting . How an issue is characterized can infuence how it"s udnerstood. Framing a message different ways different interpretations. A (few) types of frames: gain & loss frames, political campaign frames, thematic & episodic frames. Emphasizes the advantages of compliance with the advocated action. Emphasizes the disadvantages of non-compliance with the advocated action. Rooted in prospect theory (kahneman & tversky, 1979, 1984) They put them in a game scenario where they could gamble or walk away. One group was presented with a gain and they were more likely to walk away. One group was presented with a loss and they were more likely to gamble when their options involve losses when their options involve gains.