COMM 102 Study Guide - Midterm Guide: Smartphone, Takers, Stereotype

• School: U of M
• Department: Communication Studies
• Course: COMM 102
• Professor: Scott Campbell

Document Summary

Individual differences make people seek diff messages + use them/respond differently. Viewer"s social/psychological makeup = responsible for media use as messages themselves. Audience activity varies - selections based on personal motivations/goals/needs. Media use for gratification - proactive or passive. Social & psychological factors - mediate communication behavior. Competition & meditation - viewer initiative mediates selection of media. Lasswell (1948) - 3 major functions: surveys environment - keeps users informed, correlation of environmental parts - helps form more accurate/holistic view, transmits societal norms & customs new generations of viewers. 3rd-person effects - consumers perceive content affects others > themselves. Parasocial interaction - media consumers believe celebrities = friends (not strangers) Seeks reinforcement of an innovation-decision already made. Or reverses a previous decision to adopt/reject the innovation. If exposed to conflicting messages ab the innovation. Spreads slowly at first picks up speed. When # of adopters reaches critical mass (5%-15%) process takes off (probably irreversible)