Media Effects Theories Practice

Early mass media theories focused on... [select all that apply]

• Persuasion

• Advertisements

• Propaganda

• Public figures

[You must answer this question to get credit for this assignment] What do researchers and journalists use to determine the effects of media/mass communication on society?

Which of the following models has been discredited?

• Mass effect

• Direct effects

• Spiral of Silence

• Agenda Setting

Which model assumed that audiences passively accepted media messages and would have predictable responses to those messages?

• Agenda Setting

• Direct Impact

• Direct Effects

• Spiral of Silence

How was the Direct Effects model discredited?

• By using a study that focused on undecided voters

• By polling people who watched a certain genre of films

• By using a study of particular magazine readers

• By polling people who watched certain advertisements

The Agenda Setting Theory states...

• Media determines the VIEWS of the public

• Media determines the ISSUES that concern the public

When someone criticizes a media outlet of having an agenda, what do they mean? What is the medium doing? [You must answer this question in your own words to get full credit for today]

What could happen if the media does not address a particular issue?

• People will care more about it

• It becomes marginalized in the minds of the public

• People will not know anything about it

• People will change their views

The Uses and Gratifications theory addresses...

• Consumers addressing particular issues with the media they consume

• Consumers using media to satisfy specific needs or desires

• Consumers only going for media that aligns with their beliefs

• Consumers use media out of compliance

In your own words, give at least 2 examples of motives for consuming media. You may use examples you generated with your group yesterday or come up with new examples. [You must complete this question to get credit for today!]