Media Effects Theories - Comprehensive Review

Which of the following media effects theories was discredited in the 1940s?

• Agenda Setting

• Direct Effects

• Spiral of Silence

• Media Logic

What did the Direct Effects Model assume about media audiences? [Select BOTH correct answers]

• They would not believe everything they watched

• Their responses to media would not be easy to predict

• They would passively accept messages

• They would exhibit predictable responses

Early mass media studies focuses on...[Select all correct answers]

• Persuasion

• Issues

• Propaganda

• Public figures

The Agenda Setting Theory states...

• Media determines the VIEWS of the public

• Media determines which ISSUES that concern the public

• Media determines BOTH the issues and views the public will focus on

What could happen if the media does not adequately address an issue?

• People will change their views on the issue

• People will not know anything about the issue

• It will become marginalized in the public view

• People will care more about it

The Uses and Gratification theory states that consumers...

• Only go for media that aligns with their beliefs

• Only address issues that their preferred media covers

• Use media to satisfy specific needs and desires

• Use media out of compliance

Symbolic Interactionism states...

• Symbols can only be constructed from specific things

• Media controls the way we interact with different symbols

• Media creates and/or propagates shared cultural symbols

• Symbols have little influence on our self concepts

TRUE or FALSE: Symbols can be constructed by just about anything

• TRUE

• FALSE

The Spiral of Silence theory...

• All views should be given equal time on media

• All opinions hold the same weight

• Most people keep their opinion to themselves

• Asserts that people who hold minority opinions will remain silent

The Spiral of Silence discusses media's role for dominant opinions. What does it assert?

• Mass media has little influence on forming/maintaining dominant opinions

• Mass media can have major influence on forming/maintaining dominant opinions

• Mass media shares all opinions, so there are few "dominant" opinions