Media Influence on Health Communication
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What is one of the key ways mass media can help reduce infant mortality in rural populations?

  • Promote new health behaviors such as vaccination (correct)
  • Create economic growth opportunities
  • Increase availability of recreational activities
  • Organize annual festivals

    • Which of the following is NOT a function of mass media in health communication?

  • Inform about immunization campaigns
  • Teach new health skills
  • Motivate organized listening groups
  • Promote holiday shopping (correct)

    • How can media influence vary among different audience members?

  • It only affects those with internet access
  • It is universal and affects everyone equally
  • It depends on audience demographics and psychological characteristics (correct)
  • It is solely based on the time of day

    • What are potential effects of media influence identified in the content?

    <p>May be positive, negative, abrupt, or gradual</p> Signup and view all the answers

    What is NOT mentioned as a measurable effect of media influence?

    <p>Increase in social media usage</p> Signup and view all the answers

    Why might some media messages reinforce existing beliefs instead of changing them?

    <p>Due to audience receptiveness to the information</p> Signup and view all the answers

    Which of the following is a possible outcome of media influence?

    <p>Temporary shifts in attitudes</p> Signup and view all the answers

    What is the impact of media influence considered to be?

    <p>Determined by various audience factors</p> Signup and view all the answers

    What are the two primary areas of media agenda-setting?

    <p>Media informs us about news and interprets the news.</p> Signup and view all the answers

    How does framing in media influence public opinion?

    <p>By curating facts to emphasize certain viewpoints.</p> Signup and view all the answers

    What does the spiral of silence effect suggest about unreported news?

    <p>It often dissipates due to lack of coverage.</p> Signup and view all the answers

    What is one implication of consistent favorable framing in media reports?

    <p>It can reinforce existing societal norms and structures.</p> Signup and view all the answers

    According to framing theory, what can news outlets control?

    <p>The variables in news presentation.</p> Signup and view all the answers

    What is a potential outcome when the media promotes favored policies?

    <p>Encouragement of moral judgments among the public.</p> Signup and view all the answers

    What does framing as described by Entman involve?

    <p>Highlighting connections among selected elements of reality.</p> Signup and view all the answers

    Which belief might be reinforced over time due to biased media framing?

    <p>The promotion of individualism and consumerism.</p> Signup and view all the answers

    What factors do researchers examine after media exposure?

    <p>Cognition, belief systems, and attitudes</p> Signup and view all the answers

    What was a primary characteristic of the early 20th-century media effects theory?

    <p>Audiences were considered passive and homogeneous</p> Signup and view all the answers

    Which of the following best describes the definition of media effects by Bryant and Zillmann?

    <p>The social, cultural, and psychological impact of mass media</p> Signup and view all the answers

    What aspect did Perse emphasize in his definition of media effects research?

    <p>Controlling, enhancing, or mitigating media impacts</p> Signup and view all the answers

    What were the two main explanations for the perception of strong media effects during the powerful media effects phase?

    <p>Widespread audience access to mass media and wartime propaganda</p> Signup and view all the answers

    What impact did the speed of information dissemination have on perceptions of media effects?

    <p>It may have clouded audience perception of any media effects.</p> Signup and view all the answers

    What are media effects mainly characterized by?

    <p>Being indirect in nature</p> Signup and view all the answers

    How was propaganda utilized during wartime according to the powerful media effects phase?

    <p>As a tool for uniting people under a common cause</p> Signup and view all the answers

    What was a significant assumption related to audiences during the powerful media effects phase?

    <p>Audiences are primarily passive and homogeneous</p> Signup and view all the answers

    Which aspect is necessary for understanding the total effect of an independent variable?

    <p>Including both direct and indirect effects</p> Signup and view all the answers

    Which theory emphasizes that media effects can vary due to individual differences and social context?

    <p>Uses-and-gratifications theory</p> Signup and view all the answers

    What does the elaboration likelihood model identify as a moderator of media effects on attitudes?

    <p>Need for cognition</p> Signup and view all the answers

    According to transactional media effects theories, how do media users shape their effects?

    <p>By selectively engaging in media use</p> Signup and view all the answers

    Which of the following is NOT a basic assumption of transactional media effects theories?

    <p>Media users have passive reactions to content</p> Signup and view all the answers

    What role do communication technologies play according to transactional theories?

    <p>They act as reciprocal mediators</p> Signup and view all the answers

    What is the nature of media effects as described in the content?

    <p>Diverse and contextually influenced</p> Signup and view all the answers

    What did the concept of limited media effects imply about the role of media?

    <p>Media functions within established social and cultural processes.</p> Signup and view all the answers

    According to the two-step flow of communication theory, whom do people primarily influence when consuming media?

    <p>Opinion leaders.</p> Signup and view all the answers

    What did Klapper's selective exposure theory suggest about audience behavior?

    <p>Audiences choose media content that aligns with their beliefs.</p> Signup and view all the answers

    What was one main reason researchers began to challenge the limited media effects theory?

    <p>Evidence suggesting media messages could influence social behaviors.</p> Signup and view all the answers

    What did Lang and Lang (1981) argue about the limited media effects theory?

    <p>It was unwarranted based on available evidence.</p> Signup and view all the answers

    How did the use of television in the 1950s and 1960s affect perceptions of media power?

    <p>It was identified as having unprecedented power over social lives.</p> Signup and view all the answers

    Which aspect of media effects did early investigations primarily focus on?

    <p>Short-term and immediate effects.</p> Signup and view all the answers

    What did Berelson imply about the impact of communication through his conclusion?

    <p>Influences of communication vary based on contextual factors.</p> Signup and view all the answers

    Which media property is primarily associated with the format of the media itself?

    <p>Modality</p> Signup and view all the answers

    What is the main assertion of Marshall McLuhan regarding media effects?

    <p>The modality of media impacts individuals and society.</p> Signup and view all the answers

    According to Bandura's social cognitive theory, which of the following characteristics enhances media effects?

    <p>Depiction of rewarded behavior</p> Signup and view all the answers

    What do structural properties in media mainly refer to?

    <p>The pace and visual surprises in media</p> Signup and view all the answers

    Which scenario best illustrates the concept of indirect media effects?

    <p>Game characters that are rewarded influencing player behavior through identification.</p> Signup and view all the answers

    Which aspect is least considered in the majority of media effects studies?

    <p>Indirect effects</p> Signup and view all the answers

    What role do special effects play in media's influence on audiences?

    <p>They may trigger the orienting reflex, leading to selective exposure.</p> Signup and view all the answers

    Which factor is NOT classified as a predictor in media effects?

    <p>Cognitive dissonance</p> Signup and view all the answers

    Study Notes

    Mass Media and Health Promotion

    • Media is a crucial ally in public health situations
    • It provides accurate information and promotes correct health behaviors
    • Before media can effectively promote health, it needs to understand diseases, related policies, practices, and recommended behaviors

    Role of Media in Health Promotion

    • Local and international media play a vital link between health workers and the general public
    • Health authorities provide crucial health information to the media
    • Media relays this information to the public through various accessible channels (e.g., radio, television)
    • Government developed training programs for local media to report complex diseases effectively

    Mass Media: Expanding Reach & Health Promotion

    • Mass media helps health workers reach wider audiences, especially in rural areas where face-to-face communication is limited
    • Mass media is a powerful tool for disseminating health information to rural residents
    • Radio and television are effective methods for persuading audiences to adopt new health behaviors
    • Media helps remind audiences of essential health information

    Mass Media: Expanding Reach & Health Promotion

    • Media can inform the public about new diseases, immunization campaigns, and seasonal health variations
    • Media can advise on health skills like mixing oral rehydration solution, taking medicine, and promoting community acceptance of health workers

    Influence of Mass Media

    • Media psychology, communication theory, and sociology study the influence exerted by mass media on audience thought, attitudes, and behavior
    • Media messages can reinforce existing beliefs, or lead to a change in audience beliefs
    • Researchers examine audiences after media exposure to measure any changes in cognitive, emotional, or behavioral effects

    Influence of Mass Media

    • Media messages impact audiences based on many factors, including audience demographics and psychological characteristics
    • Media effects vary in terms of positivity, negativeness, abruptness, graduality, short-term, and long-lasting nature

    Powerful Media Effects Phase

    • From the early 20th century to the 1930s, media (radio, film) was believed to have an irresistible power to influence beliefs, cognitions, and audience behavior
    • Audiences were assumed to be passive and homogeneous in their response to media messages
    • This perception was based on assumptions about human nature, rather than empirical evidence

    Powerful Media Effects Phase

    • Technological advancements in mass media increased their potential worldwide reach
    • The speed of information dissemination during this era surprised audiences
    • Propaganda techniques used during wartime also supported the notion of powerful media effects

    Powerful Media Effects Phase

    • Hypodermic needle theory (magic bullet theory) assumes audiences as passive recipients of media messages, unable to resist the message

    Limited Media Effects Phase

    • The importance of empirical research in understanding the complex nature of media effects was recognized
    • Payne Fund studies investigated media effects on young people
    • Studies of planned persuasion in film and other media also contributed to the understanding of media effects

    Limited Media Effects Phase

    • Researchers uncovered many intervening factors that influence media effects on individuals (e.g., demographics, social factors)
    • Isolating media effect became difficult due to these factors
    • Media effect is dependent on many factors (audience characteristics, situations, conditions)

    Limited Media Effects Phase

    • Berelson (1959) concluded that media effects depend on various factors (communication type, individual, and conditions)

    Limited Media Effects Phase

    • Two-step flow of communication theory suggests media effects are indirect. Opinion leaders influence individuals
    • Klapper's selective exposure theory states that audiences are not passive recipients; they choose content aligned with their existing beliefs

    Rediscovered Powerful Media Effects Phase

    • The rise of television in the 1950s/1960s highlighted the powerful effects of media on social lives
    • The focus on short-term effects in earlier studies was insufficient
    • The need for studying long-term media effects became apparent

    Rediscovered Powerful Media Effects Phase

    • This period of research emphasized the impacts of mass media on collective cultural patterns, social reality, ideology, and institutional behavior

    Rediscovered Powerful Media Effects Phase

    • Audiences are still, to some degree, in control of message selection
    • Media, however, influences the way messages are received and interpreted, leading to longer-term consequences

    Rediscovered Powerful Media Effects Phase

    • Agenda-setting theory: media's ability to shape the salience of topics in the public's perception
    • Framing theory: media's ability to manipulate audience interpretation via angles, facts, and coverage

    Negotiated Media Effects Phase

    • In the late 1970s, researchers focused on the role of media in shaping social realities
    • Audiences are active in how they perceive and interpret media messages; they are not passive recipients
    • Individuals actively interact with media, impacting their perceptions of social reality

    Negotiated Media Effects Phase

    • Qualitative and ethnographic research methods were used in addition to quantitative research methods
    • Research on minority and fringe social movements was explored in the context of media effect

    Negotiated Media Effects Phase

    • Van Zoonen's research (1992) examined the media’s contribution to the women’s movement in the Netherlands

    New Media Environment Phase

    • Research on the impact of computers and computer-mediated communication (CMC) on individual and group behavior emerged in the 1970s.
    • Studies focused on interpersonal interactions and group behaviors in the newly emerging digital environment.
    • The differences in interpersonal relationships and the effects in various contexts were explored

    New Media Environment Phase

    • The wide adoption of the internet from the 1990s expanded the scope of CMC studies
    • Theories such as social information processing were used to understand the effects of communication in online interactions
    • Media effects on online behaviors were studied, compared with face-to-face interactions

    New Media Environment Phase

    • Studies on CMC have greatly progressed due to the rise of user-generated content and social media
    • A need for new media theories is highlighted, which can account for the dynamism of the emerging trends

    Typology

    • Media effects studies categorize effects on individuals (micro-level) or the aggregate (macro-level)
    • Micro-level theories use individual media users as the basis for observations and conclusions
    • Macro-level theories focus on large groups, institutions, systems, or ideologies. Representative theories include knowledge gap, risk communication, and public sphere theory

    Typology

    • Micro-level studies involve various ways individuals respond to media (cognitive, affective, physiological, behavioral responses)
    • Micro-level examples include priming theory, social learning theory, and theories on media violence

    Typology

    • Macro-level studies involve broader social patterns or effects such as agenda-setting, framing, and spiral of silence
    • Macro-level analysis includes how media influences social realities, cultural patterns, and individual perceptions

    Key Media Effects Theories

    • Third-person effect: individuals believe they're less susceptible to media effects than others
    • Priming effect: activation of related thoughts and ideas due to media exposure – influencing behaviors and attitudes
    • Social learning theory: learning through observation of others, especially in media-presented contexts

    Key Media Effects Theories

    • Media violence: research of its effects on individuals, particularly children and adolescents

    Key Media Effects Theories

    • Cultivation theory: media exposure shapes audience perceptions of reality (especially with regard to violence and social issues)
    • Agenda-setting theory: explains how media can influence what is perceived as important

    Key Media Effects Theories

    • Framing theory: how news outlets shape information to influence public perception
    • Spiral of silence: fear of isolation leads people to self-censor opinions, especially if media does not reflect those opinions

    Features of Current Media

    • Media selectivity: audiences selectively choose media messages, limiting the impact of certain messages
    • Media content properties and media modality (how information is presented) drive media effects
    • Media effects are indirect: intervening variables mediate the relationship between media exposure and effects

    Features of Current Media

    • Media effects are conditional: factors like individual differences and social contexts influence media effects
    • Transactional model of media effects views media effects as reciprocally influenced by the characteristics of the media users and the environment

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    Mass Media and Health Promotion PDF

    Description

    This quiz explores various aspects of how mass media influences health communication, particularly in relation to infant mortality in rural populations. It examines the functions of media, potential effects of media influence, and theoretical frameworks such as framing theory and agenda-setting.

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