Study Guide for Exam #3
Communication2100: Media Communication and Society
Questions from the Text
Chapter 14: Media Uses and Impacts
1. What are media effects?
a. Changes in cognition, attitude, emotions, and behavior because of exposure to
2. In following the “scientific method”, be able to identify the independent variable and
the “dependent” variable in a hypothetical research project.
a. IV is what is changed
b. DV is what is measured.
i. If an experiment says they are experimenting how aggressive children are
from watching films, the IV would be which film they are showed, and the
DV would be how aggressive they are.
3. Identify the principle findings of the 1998 content analysis of acts of violence in 3
seasons of television programs as carried by 23 different cable and broadcast
4. Identify how the Bobo doll study is a good example of experimental research. What
theories do its results support?
5. Distinguish between validity and reliability as used to describe research data.
6. What is the basis of ethnographic research?
a. Is a naturalistic research method in which the observer obtains detailed
information from personal observation or interviews over extended periods
7. Which media theory focuses on how we use media to satisfy a need?
a. Uses and gratifications theory 8. Identify the principles of cultivation theory.
a. Heavy TV viewers believe they are more susceptible to crime because of how
much they see on TV. They are then more cautious.
9. Recognize priming theory and be able to identify how this could apply to our
understanding of media effects.
10. Why do media portrayals encourage stereotyping? What is the possible negative
impact of stereotyping?
11. What do experimental research studies say is the result of exposure to explicit
a. Negative attitudes toward women, assume u