Social Marketing and Media Effects

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Questions and Answers

Which of the following is NOT one of the 4 Ps in social marketing?

People (correct)

Product

Promotion

Price

According to cultivation theory, higher media exposure leads to a greater perception of reality as portrayed by the media.

True

What are the four stages of minority portrayals according to Clark?

Non-recognition, Ridicule, Regulation, Respect

____ is the study of how individuals categorize themselves and others based on social characteristics.

Social Categorization Theory Signup and view all the answers

Match the following types of nonverbal communication with their descriptions:

Kinesics = Body language and gestures Proxemics = Use of personal space Haptics = Communication through touch Chronemics = Use of time in communication Signup and view all the answers

Which of the following media-related effects hypothesizes that media influences the public agenda?

Agenda-Setting Hypothesis Signup and view all the answers

Stereotypes can sometimes have positive connotations and can be beneficial.

False Signup and view all the answers

What is one potential reason why health campaigns fail?

Lack of audience engagement or clarity in messaging Signup and view all the answers

Which of the following best describes the focus of social marketing?

Behavioral change Signup and view all the answers

Agenda-setting hypothesis suggests that media influence public perception by highlighting certain issues over others.

True Signup and view all the answers

Name one key characteristic of Entertainment Education.

Narrative Involvement Signup and view all the answers

Social marketing is contrasted with commercial marketing primarily in terms of its focus on ____________.

social good Signup and view all the answers

Match the following types of nonverbal communication with their examples:

Kinesics = Body language and movement Haptics = Touch and physical contact Proxemics = Personal space and distance Chronemics = Use of time in communication Signup and view all the answers

Which stage of Clark's four stages of minority portrayals represents the lowest level of representation?

Non-recognition Signup and view all the answers

Priming theory asserts that exposure to media content influences the way individuals interpret subsequent information.

True Signup and view all the answers

What is one common myth about nonverbal communication?

Nonverbal communication has a single meaning Signup and view all the answers

Study Notes

Social marketing aims to influence behaviors that benefit individuals and society.
Social marketing uses commercial marketing principles to promote social causes.
Social marketing focuses on behavior change, not just awareness.
The 4Ps of marketing include: product, price, place, and promotion.
Social marketing aims to promote social good, while commercial marketing aims to maximize profits.
Health campaigns are a major application of social marketing.
Successful campaigns require planning, implementation, and evaluation.
Campaigns fail when they lack clear goals, understanding of target audiences, or effective messaging.

Media Effects

Cultivation theory suggests that media consumption shapes viewers' perceptions of reality.
The iceberg analogy highlights the subtle, long-term effects of media exposure.
Priming theory suggests that media exposure can activate mental concepts, influencing behavior.
Agenda-setting hypothesis states that media coverage influences the public’s perception of the importance of issues.
Framing involves presenting information in a way that influences interpretation.
Entertainment education combines entertainment with educational messages.
Narrative involvement refers to a viewer's emotional connection to a story.
Character involvement encompasses: identification, wishful identification, similarity, parasocial interaction, and liking.
Studies by Gerbner et al. (1982) show excessive media violence consumption increases the perception of a mean world.
Calvert et al. (2017) found a correlation between media violence exposure and aggression in children.
Stein, Krause, & Ohler (2019) explored the impact of media portrayals of immigration on attitudes, revealing that negative portrayals influence public opinion.
Jo & Berkowitz (1994) found that media violence exposure can prime aggressive thoughts and behavior.
Saleem, Prot, Anderson, & Lemieux (2017) showed that media exposure can influence body image and dieting behavior.

Media Representation

Social categorization theory explains that individuals tend to categorize themselves and others into groups.
Stereotypes are simplified and often inaccurate beliefs about a group of people.
Prejudice is a negative attitude toward a group of people.
Discrimination involves treating people differently based on their group membership.
Media plays a significant role in shaping societal perceptions and attitudes.
Clark's four stages of minority portrayals track the evolution of representation: non-recognition, ridicule, regulation, and respect.
Dixon & Linz (2000) found that media coverage disproportionately portrays Black individuals as perpetrators of crime.
Dixon (2017) explored the gendered portrayal of Black people in news reporting.
Ahmed & Matthes (2016) studied the impact of race and gender on TV character portrayals.
Mastro & Behm-Morawitz (2005) explored how media representations affect consumers’ attitudes.
Mastro (2017) examined the relationship between media exposure and racial attitudes.
Quick et al. (2016) explored the prevalence of gender and race stereotypes in media.

Nonverbal Communication

Nonverbal communication accounts for a larger percentage of communication than verbal communication.
Types of nonverbal communication include: kinetics, paralinguistics, proxemics, haptics, physical appearance, and chronemics.
Nonverbal behaviors can repeat, contradict, substitute, and accent/modify verbal communication.
It's a common myth that nonverbal communication has a single meaning.
It is a myth that lying is always detectable by nonverbal communication.
Interpersonal deception theory explores how deception unfolds in communication.
Liars may exhibit nonverbal cues such as: avoiding eye contact, fidgeting, and inconsistent body language.

Social marketing uses commercial marketing techniques to promote positive social change.
It aims to influence people's behavior for the betterment of society and individuals.
Social marketing emphasizes understanding the target audience's needs, attitudes, and behaviors.

Social marketing is applied in various domains:
- Public health (e.g., promoting healthy eating, reducing smoking)
- Environmental protection (e.g., encouraging recycling, conserving energy)
- Community development (e.g., promoting civic engagement, preventing violence)

Four Ps (Product, Price, Place, Promotion): Adapt commercial marketing principles to social issues.
Behavioral Focus: Social marketing emphasizes changing people's actions and habits.

Social marketing focuses on promoting social good, while commercial marketing focuses on profit generation.
Social marketing emphasizes long-term societal benefits, while commercial marketing prioritizes immediate sales.

Health Campaigns

Effective campaigns utilize a systematic approach:
- Planning & Strategy: Define target audience, objectives, and communication strategies.
- Implementation: Develop and execute campaign materials, activities, and partnerships.
- Evaluation: Measure campaign impact, analyze results, and make adjustments.
Reasons for Campaign Failure:
- Lack of clear goals and target audience definition.
- Inappropriate messaging or communication channels.
- Insufficient resources and commitment.

Cultivation Theory

The theory proposes that repeated exposure to media content shapes an individual's perceptions of reality.
Iceberg Analogy: Heavy media users develop a "cultivated" view of the world based on what they see in media, even if it doesn't reflect actual reality.

Priming Theory

It suggests that exposure to media content activates related concepts and thoughts in the viewer's mind.
Priming and Violence: Exposure to violence in media can prime aggressive thoughts and behaviors in viewers, increasing the likelihood of aggressive actions.

Agenda-Setting Hypothesis (ASH)

This theory posits that the media determines the importance of issues for the public.
The prominence given to a particular story in the media influences the public's perception of the issue's importance.

Framing

The media presents information in a specific way, highlighting certain aspects and downplaying others, influencing how the audience understands and interprets the issue.

Entertainment Education

This approach integrates educational messages into entertainment media, promoting positive social change.
Narrative Involvement: Engaging fictional narratives increase audience receptivity to messages.
Character Involvement:
- Identification: Audiences identify with characters, leading to empathy and persuasion.
- Wishful Identification: Desire to emulate characters and their behaviors.
- Similarity: Audiences connect with characters who share similar traits or experiences.
- Parasocial Interaction: Feelings of connection to characters, despite the fictional nature of the relationship.
- Liking: Positive feelings towards characters increase the influence of the message they convey.

Media Effects Studies

Gerbner et al. (1982): Findings suggest that heavy television viewers perceive the world as more dangerous and violent than light viewers.
Calvert et al. (2017): Examined the effects of exposure to violent video games on aggressive behavior. Results indicated that exposure to violent video games increased aggressive thoughts and behaviors.
Stein, Krause, & Ohler (2019): Investigated the impact of exposure to violent media on physiological arousal. Findings showed that exposure to violent media triggered physiological arousal, suggesting a link between violent content and physiological responses.
Jo & Berkowitz (1994): Studied the role of aggressive cues in media and their impact on aggressive behavior. Findings confirmed that exposure to aggressive cues in media increased the likelihood of aggressive actions.
Saleem, Prot, Anderson, & Lemieux (2017): Examined the effect of exposure to violent video games on empathy levels. Findings revealed that playing violent video games decreased empathy levels in players.

This theory explains how individuals categorize themselves and others into social groups based on shared characteristics (e.g., race, gender, ethnicity).

Key Concepts

Stereotypes: Generalized beliefs about groups, often oversimplified and inaccurate.
Prejudice: Preconceived negative attitudes and feelings towards members of certain groups.
Discrimination: Unfair treatment or behaviors towards individuals based on their group membership.

The Role of Media

Media plays a crucial role in shaping and reinforcing stereotypes.
By portraying groups in particular ways, the media can influence public perceptions and contribute to prejudice and discrimination.

Clark’s Four Stages of Minority Portrayals

Non-recognition: Minority groups are absent or invisible in media representation.
Ridicule: Minorities are depicted in stereotypical and often negative or humorous ways.
Regulation: Minorities are portrayed as upholding social order, often in limited roles.
Respect: Minorities are represented realistically and authentically, showcasing a diverse range of roles and experiences.

Media Representation Research

Dixon & Linz (2000): The study found that news coverage of crimes disproportionately portrayed Black individuals as perpetrators, contributing to racial bias.
Dixon (2017): This research extended earlier findings, demonstrating that the portrayal of Black individuals as perpetrators persists in media coverage.
Ahmed & Matthes (2016): The study examined the representation of Muslim characters in television shows and films, revealing a prevalence of negative stereotypes.
Mastro & Behm-Morawitz (2005): The research explored the portrayal of women in advertising. Findings indicated that women were often depicted in objectified and stereotyped ways.
Mastro (2017): The study focused on the portrayal of women in commercials, confirming the persistence of objectification and stereotype, particularly concerning women's bodies.
Quick et al. (2016): This study analyzed representation of LGBTQ+ characters in television shows. Findings indicated a limited and often stereotyped portrayal of LGBTQ+ individuals.

Gender and Film

Historically, women have been underrepresented and stereotyped in film.
The film industry is making progress towards more inclusive and diverse representation, but challenges remain.

Race and Film

The portrayal of racial minorities faces similar issues, with underrepresentation and stereotypes persisting.
There is a growing call for more diverse and accurate representation in film to reflect the realities of our society.

Percentages: Nonverbal Communication vs. Verbal Communication

Nonverbal communication accounts for a significantly larger portion of communication than verbal communication.
Estimates vary, but some research suggests that nonverbal communication contributes to 60-80% of overall communication.

Types of Nonverbal Communication

Kinesics: Body movements, gestures, facial expressions, and posture.
Paralinguistics: Vocal elements of communication, such as tone, pitch, volume, and rate of speech.
Proxemics: Use of personal space and distance between individuals.
Haptics: Physical touch.
Physical Appearance: Clothing style, grooming, and personal appearance.
Chronemics: Use of time in communication.

Relation of Nonverbal and Verbal Behavior

Repeat: Nonverbal behavior can reinforce or repeat verbal messages (e.g., nodding while saying "yes").
Contradict: Nonverbal behavior can contradict verbal messages, sometimes revealing deception (e.g., saying "I'm fine" while frowning).
Substitute: Nonverbal behavior can substitute for verbal messages (e.g., shaking your head instead of saying "no").
Accent/Modify: Nonverbal behavior can emphasize or modify verbal messages (e.g., raising your voice to emphasize a particular point).

Myths about Nonverbal Communication

Nonverbal communication has a single meaning: Nonverbal cues can be interpreted differently depending on context, culture, and individual differences.
Lying can always be detected by nonverbal communication: Liars may exhibit some nonverbal behaviors that indicate deception, but they can also use verbal cues for dissimulation.

Interpersonal Deception Theory

Deception: Intentional act of misleading others.
What do liars do? Liars often exhibit nonverbal behaviors that indicate stress and cognitive load (e.g., increased blinking, fidgeting, avoiding eye contact), but these signs are not always reliable.

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Description

This quiz explores key concepts in social marketing and media effects. It covers topics such as the 4Ps of marketing, behavior change strategies, and media theories like cultivation and priming. Test your understanding of how marketing and media shape perceptions and behaviors.