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Midterm

COM 111 Study Guide - Midterm Guide: Hypodermic Needle, General Idea, Dependency Theory


Department
Communication
Course Code
COM 111
Professor
Hallsten
Study Guide
Midterm

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Study Guide COM 111 Exam 2
* Media Dependency Theory
- Know the 3 factors that increase or decrease the dependency we have on the
media
oThe need to understand one’s social world (surveillance)
oThe need to act meaningfully and effectively in that world (social
utility)
oThe need to escape from that world when tensions are high (fantasy-
escape)
- Know the general idea of the theory
oThe more a person depends on media to meet needs, the more
important media will be in a person’s life, and therefore the more
effects media will have on a person
* Models of Media Effects
- Know about both direct models (hypodermic needle and magic bullet theories)
and limited effects models (limited effects models from lecture and limited
ideas presented in your reading)
Media tells us what to think. If someone was to shoot a gun on TV then
I'm going to want to shoot a gun too, like a robot. And limited effects tell
us okay that's not how it really is. We don't really do that so basically
media is injecting us with needle and sending the magic bullet (what we
see) into us to make us do that.
* Diffusion of Innovation Theory
- Diffusion: process by which new ideas, opinions, or products s
communicated through certain channels over time throughout the society.
- Innovation: new idea, practice, object
- Critical Mass: the smallest number of adopters needed to sustain the
subsequent wide diffusion of an innovation 15-20%
- Know how opinion leaders and gatekeepers are important
Opinion leaders: they have the most influence in the evaluation stage,
they have greater exposure to mass media and are more innovative
Gatekeepers:
- Know the different types of talk: Awareness, Opinion, Practice, Advocacy and
Resistance
- Know the cycle
1. Innovation by and innovator
2. Change agent communicates ideas
3. Early adopter tries it
4. Opinion leaders talk about it
5. Opinion followers follow critical mass reached
- Know about early and late adopters
Early adopter: tries it and is the “opinion leader”
Late adopter: gets the iPhone a year later for cheap
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