[COMM 1225] - Midterm Exam Guide - Ultimate 23 pages long Study Guide!

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COMM 1225
MIDTERM EXAM
STUDY GUIDE
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January 13, 2017
Introduction
Theory→ scientifically testable ideas that attempt to explain a relationship between concepts
Images of theory
Nets
Lenses
Maps
a tool to grasp an elusive
concept
which help focus attention
guiding us through unfamiliar
territory
Communication theory helps us to...
1. Explain why communication affects us in certain, sometimes different ways
2. Guide empirical research by providing structure for scientifically testing hypotheses
3. Predict the potential effects of new content and emerging media platforms
Fear appeal theory→ describes a strategy for motivating people to take a particular
action by arousing fear
Limited capacity theory→ (LC4MP) assumes humans have a limited capacity for
cognitive processing of information, as it associates with mediated message variables.
When a message processor decides to pay attention to a message because it appeals
to their interests, and they allocate resources to information processing, the controlled
message engagement subprocess begins.
Historical Evidence
Historians are usually limited to assessing cause-and-effect relationships involving
media only
when the effects seem obvious and powerful in retrospect
Research involves examining recorded opinions (e.g., in newspapers) and actions (e.g.,
sales, police records)
Focus on societal-level effects
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Uncle Tom’s Cabin (1852)
depicts the reality of slavery while also asserting that Christian love can overcome
something as destructive as enslavement. Uncle tom’s character is a man who is a
dutiful, long-suffering servant faithful to his white master or mistress.
Recognized as influential in swaying public opinion toward the abolitionist
cause (
Abolitionism
is a movement to end slavery, whether formal or
informal)
and is said to have fueled the civil war
Historians estimated the effects of the novel by
High sales figures (over 300,000 copies of the book were sold in the
United States; one million copies in Great Britain)
Recorded discussion/ researching records
War of the Worlds (1938)
Is an episode of the American radio drama anthology series The Mercury Theatre on the Air
. It
was performed as a Halloween episode of the series on Sunday, October 30, 1938, on CBS
Radio, a broadcast of H.G. Welles’ novel War of the Worlds
Science fiction thriller of Martian invasion of Earth
Many failed to hear 4 disclaimers: Announcements that "The
War of the Worlds" is a dramatization of a work of fiction were
made on the full CBS network at four points during the
broadcast October 30, 1938
at the beginning, before the middle break, after the
middle break, and at the end
Put the power of the radio on full display; contributed to early
theories of powerful media effects
It became famous for allegedly causing mass panic, although
the reality of the panic is disputed as the program had
relatively few listeners
What is the major bias of historical evidence of media effects?
It favors:
Massive effects
Powerful effects
Societal level effects
Hypodermic needle/ magic bullet theory (1920s)
Harold Lasswell
) talks about media’s power on audience.
The message, in this theory, is said to be like a magic bullet which
enters the minds of audience and injects a particular message.
The theory explains how media controls what the audience views and
listens to and the effects, which can be immediate or later in future.
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