COMM 102 Study Guide - Midterm Guide: B. F. Skinner, Observational Learning, Empiricism
Document Summary
Public mediated/ pseudo environment real environment. Perception is more important than reality in understanding human thought, emotion, and behavior. The media surround us in a pseudo reality. The average american child spends 45 hours per week screen time : more time than they spend at school. Pediatricians recommend a maximum of 2 hours per day, or 14 hours per week. The average american adult spends 3700 hours per year consuming media: 2/3 of their waking hours! Attitudes: global evaluations (e. g. , like/dislike, in favor of/opposed to; prejudiced attitudes) Beliefs:pieces of information about something (factual or opinions) Values:positive/negative orientation toward object or abstract concept. Intentions: what we want to do; our desires, plans, and goals. We are exposed to about 500 ads daily. Political candidates spend more than 60% of their campaign money on electronic advertising. A single 30-second ad airing during the super bowl costs about . 5 million. Mass media producers deny any harmful effects of violent media.
