Week 2.2 Mass Media PDF
Document Details
Uploaded by AmenableOlivine3929
Mina Choi, PhD
Tags
Summary
This document is a lecture on mass media, covering topics such as Uses and Gratifications Theory (UGT), cognitive dissonance, and the Elaboration Likelihood Model (ELM). It discusses audience motivations, message processing, and the factors influencing persuasion.
Full Transcript
Week 2.2 Mass Media UGT assumptions Gratifications sought and obtained Audience motivations Audience activity Motivations and activity Definition History (in social science) Definitions Attitude Belief Immediate disposition I...
Week 2.2 Mass Media UGT assumptions Gratifications sought and obtained Audience motivations Audience activity Motivations and activity Definition History (in social science) Definitions Attitude Belief Immediate disposition Ideas based on our toward a concept or an previous experiences object and convictions Value Core concepts and ideas of what we consider good or bad Definition Changeable? Example Learned predispositions to a I enjoyed the Media Tech Attitudes Subject to change concept or object & Psych class today. This course is important Convictions or expressions of because I may use the Beliefs Can change over time confidence communication skills I am learning in my career. Effective communication is Values Ideals that guide our behavior Generally long lasting important. Cognitive Dissonance Theory Inside Out (Sadness) Inside Out (Tears of Joy) Cognitive Dissonance Theory Elaboration Likelihood Model What is Elaboration? — — No Elaboration Extensive Elaboration Routes of Message Processing Routes of Message Processing Routes of Message Processing Routes of Message Processing Peripheral cues? Picking a Route Picking a Route Motivation: Picking a Route Persuasive message Persuasive message NO Motivated to process YES Peripheral route Persuasive message NO Motivated to process YES NO Peripheral route Ability to process YES Persuasive message NO Motivated to process YES NO Peripheral route Ability to process YES Central route STRONG ARGUMENT WEAK ARGUMENT Strong No Attitude Attitude Change Change Persuasive message NO Motivated to process YES NO Peripheral route Ability to process YES NO PERIPHERAL Central route PERIPHERAL CUES CUES STRONG ARGUMENT WEAK ARGUMENT Strong No Weak Attitude Attitude Attitude Change Change Change Questions
