Functionalism and Media Influence

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Questions and Answers

What effect is described as influencing individuals to remain silent about their opinions if they perceive themselves as a minority?

Milgram effect

Bandwagon effect

Ash effect (correct)

Cognitive dissonance

How does social media affect individuals’ willingness to express their opinions?

It creates a sense of false consensus that may silence dissenting views. (correct)

It eliminates the perception of minority opinions.

It encourages diverse opinions to emerge.

It consistently amplifies all voices in a balanced manner.

What term is used to describe the situation where both sides of a debate feel they are in the majority, leading to societal polarization?

Social Opinion Shift (SOS) (correct)

Groupthink

Perception bias

Public opinion

During which scenario are individuals most likely to speak out about their opinions?

When the media portrays their opinions as the majority Signup and view all the answers

What psychological effect does the Milgram experiment primarily focus on?

Authority's influence on obedience Signup and view all the answers

What does the limited effect thesis suggest about mass communication?

Mass communication is one of many factors in persuasion. Signup and view all the answers

According to the content, which factors influence the impact of communication?

External factors such as audience context and beliefs. Signup and view all the answers

What is a key concept of selectivity theory?

Individuals remember and focus on messages they agree with. Signup and view all the answers

How do external factors generally compare to internal factors in the persuasion process?

External factors typically have a greater influence. Signup and view all the answers

What challenge is presented to changing people's beliefs according to the content?

People tend to forget information that contradicts their beliefs. Signup and view all the answers

What does cognitive dissonance explain about belief systems?

People often ignore or forget contradictions in their beliefs. Signup and view all the answers

What role does credibility play in the persuasion process?

Credibility is granted to individuals whom a person believes in. Signup and view all the answers

What is suggested about propaganda in the context provided?

Propaganda primarily confirms pre-existing beliefs. Signup and view all the answers

What was a key takeaway from the research conducted at Columbia University regarding media persuasion?

People are often skeptical and recognize when they are being misled. Signup and view all the answers

According to Hovland's research at Yale, what factor significantly influences the effectiveness of persuasion?

The source of the message being delivered. Signup and view all the answers

What did the 'limited effect thesis' suggest about media influence?

The media effect is greatly influenced by multiple factors. Signup and view all the answers

What criticism was directed at functionalist researchers regarding their studies on communication?

Their research lacked objectivity and transparency. Signup and view all the answers

What did Paul Lazarsfeld contribute to the understanding of media influence?

He identified the complexities involved in media persuasion. Signup and view all the answers

What role did behaviorism play in the understanding of communication according to the content?

It emphasized the importance of understanding human motivations in communication. Signup and view all the answers

How did the perception of media's power change after the studies conducted in the paradigm shift of the 1960s?

The understanding evolved to view media as a weak influence in social persuasion. Signup and view all the answers

What was one factor that made it challenging to persuade individuals, as identified in the functionalist approach?

Persuasion is affected by the social context and individual circumstances. Signup and view all the answers

What is the primary role of opinion leaders in the context of media influence?

To influence people's opinions based on personal relationships Signup and view all the answers

What is the main focus of the agenda-setting theory?

Influencing what people think is important Signup and view all the answers

How do mass media affect people's interests over time, according to the complex effect?

They influence interests through persistent exposure Signup and view all the answers

According to the spiral of silence theory, why might individuals refrain from expressing dissenting opinions?

They fear social rejection or disapproval Signup and view all the answers

What is the significance of Katz and Lazarsfeld's findings in the context of media influence?

Community interactions often outweigh direct media influences Signup and view all the answers

How do opinion leaders today differ from traditional opinion leaders in past studies?

Opinion leaders today are often social media influencers Signup and view all the answers

What aspect of society is not critically examined according to the content discussed?

The values and opinions of society as a whole Signup and view all the answers

What aspect of mass media is emphasized regarding its effects on the public?

Its potential to create echo chambers of opinion Signup and view all the answers

Study Notes

Functionalism

Media's power lies in who uses it, not the media itself
The 1960s saw a shift in understanding media power, from influencing massive power to persuasion as a complex, active process.
Functionalism focuses on who is persuaded by whom, considering context and many factors
Columbia and Yale's research attempted to study persuasion.
Early research incorrectly estimated media influence, but led to exploring the persuasion process.
Media's persuasion is moderated by many things, called "limited effect."
Research is not necessarily unbiased, with researchers holding implicit beliefs that influence their research

Limited Effect Thesis

Media influence is limited by audience factors and external variables
Extensive research demonstrates media impact is frequently less significant than often initially envisioned.
Media impact involves complex interactions and interplay with other factors

Selectivity Theory

People tend to absorb and remember what agrees with their pre-existing beliefs.
Audience members avoid opposing information, focusing only on that aligned with their own views.
This mechanism explains cognitive dissonance.

Two-Step Flow Theory

Media influence flows through opinion leaders before reaching the general audience
Opinion leaders actively share and interpret media information.
Individuals are heavily influenced by their peers and influencers

Agenda Setting Theory

Media emphasizes specific issues, and the public prioritizes those issues as important and deserving of consideration.
Mass media can powerfully influence priorities and public discussions of important issues.

Spiral of Silence

Public opinion is heavily influenced by perceived majority opinions.
Individuals may not openly express views believed to be minority viewpoints.
Media influence is important in shaping and amplifying apparent public opinion.

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Description

Explore the concepts of functionalism, the limited effect thesis, and selectivity theory in media studies. This quiz delves into how media power is shaped by audience dynamics and the complexities of persuasion. Understand the research that reveals the moderated influence of media and the interactions that impact audience reception.