JMC 1100 Lecture Notes - Lecture 14: Social Capital, Social Desirability Bias, Bowling Alone
11 Oct 2017
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Exam 2 thursday: chapters 4,8,9, agenda setting & gatekeeping readings (on icon, lectures and discussion. Review: counter inattention by targeting ads so they"re more relevant to audiences. Psychographics -categorizes people by personality, values, attitudes, and behavior: reactance. Prediction: when we perceive we are being heavily pressured, we are motivated to regain our freedom of choice. Explanation: we don"t like to feel that our free choice is threatened. We may work to resolve that negative feeling by acting in the opposite way: counterarguing. Uses and gratifications perspective: the media choices individuals make are motivated by their desire to gratify their needs. Uses and gratifications perspective: assumes that individuals consciously choose media to meet certain needs, fits under limited effects model motivations for consuming media are not the same for everyone; they vary among individuals. Motivations for media use: learning, habit, companionship.
