COMM 1100 Study Guide - Final Guide: Patient Protection And Affordable Care Act, Walter Lippmann, Elaboration Likelihood Model

• School: Ohio State University
• Department: Communication
• Course: COMM 1100
• Professor: Simon Lavis

Document Summary

Rubin"s typology of motivations (8-identify all: passing time, companionship, escape, enjoyment, social interaction, relaxation, information, excitement. Four assumptions: people use media for own particular purposes, people seek to gratify needs, media is competing for our time and attention, people can accurately report media use and motivations. Parasocial relationships: a sense of friendship/attachment between viewers and media personalities, witnessed with local news personalities/fictional characters, parasocial interaction: acts of engagement, parasocial breakup: negative emotions experienced when a character no longer appears. Heavy vs. light viewers: heavy: 4+ hours of tv viewing a day, light: <2 hours a day. Micro level research: traditional mess communication research sought to establish cause-effect. Macro level research: cultivation instead looks at the big picture. Three elements of cultivation analysis (gerbner: institutional process analysis, message system analysis, cultivation analysis. Social cognitive theory influences: stimuli human response, explains why we anticipate positive outcomes from mediated decisions. We model ourselves or behaviors based on observations.