| Term | Definition |
|---|
| When does diffusion apply? | for new products, ideas, and processes |
| Adopter Categories and %s | 2.5% innovators- fashion designers, ready to try; 13.5% early adopters- opinion leaders, value their advice; 34% early majority- legitimize, rather not be 1st to try; 34% late majority- skeptics, wait until rest of community has, peer pressure or economic necessity; 16% laggards- may never change, tied to past, get dvd because vcr broke. |
| relative advantage | MOTIVATES ADOPTION, degree to which improved presitge, economic terms, convience, satisfaction, greater RA, greater adoption rate |
| Compatibility | MOTIVATES ADOPTION, degree to which an innovation is perceived as being consistent with existing values, past experience, needs of potential uses, greater compatibility= greater adoption rate |
| Complexity | MOTIVATES ADOPTION, degree to which innovation is perceived as difficult to understand and use, simpler idea= greater adoption rate. |
| Trialability | MOTIVATES ADOPTION, degree to which an innovation may be experimented with on a limited basis. greater trialability= greater adoption rate |
| Observability | MOTIVATES ADOPTION, degree to which an innovation can be observed, greater observability= greater adoption rate. |
| Knowledge | DIFFUSION PROCESS, people become aware of a new idea |
| Persuasion | DIFFUSION PROCESS, individual weighs advantage |
| Decision | DIFFUSION PROCESS, final decision of adoption or rejection |
| Confirmation | DIFFUSION PROCESS, seek validation and evaluate consequences. |
| Elaboration Likelihood Model | Petty & Cacippo, identify likelihood people will elaborate on msg- central or peripheral |
| Central ELM | strong, resistance, persistance, predicability, accessibility |
| Peripheral ELM | attractability, credibility, simple cues, use of experts, length, argument, support |
| Cognitive Dissonance Theory | Festinger, inconsistancy increases anxiety and needs to be resolved. Change behavior/attitude to regain consistency. Exs; Mrs. keech, earthquakes, |
| Theory of Reasoned Action | Beliefs/Evalution-> Attitude->Behavioral Intention-> Behavior... Normative Belief/Intention to Comply->Social Norms-> Behavioral Intention-> behavior |
| Theory of Planned Behavior | Beliefs/Evaluation-> Attitude-> Behaviotral Intention-> BEhavior... Normative values/Intention to comply-> Social Norms/perceived Control->Behavioral Intention->behavior |
| Health Campaigns | voluntary orgs & federal government rely on mass media tog et messages to public... intended to produce behavior/attitude changes. |
| Health Campaigns | 1. purposive attempts 2. to inform, persuade, or motivate behavior changes 3. in a relatively well defined large audience 4. generally for non commercial benefits to the individuals and society at large 5. typically within a given time period 6. by means or organized communication activities involving mass media 7. and often complemented by interpersonal support. |
| 5 concepts of Communication Campaign | 1. objectives/methods used 2. strategy to change 3. benefits from change 4. public perception of campaign stakeholder 5. stakeholder |
| objective | essence of comm appeals. one groups attempts to influence the attitude or behavior of another |
| Method | genre of communication (innovation, education etc.) type of communication media, strategies the campaign imploys |
| strategy used to facilitate change | education, engineering, enforcement... effectiveness depends on audiences heritage, form of gov't, tech development etc. |
| Education | used for society of common values |
| Engineering | US 60's medicine |
| Enforcement | authoritarian governments |
| potential benefits resulting from change | anti smoking ads- stress health benefits, highlight negative effects to scare. |
| Stakeholders | individuals, groups associations, and organizartions that initiate campaign. Interest in reforming could include media, govt and social sciences. MLK-civil rights. found to be successful if had particular design, adhered to specific principal, target appropriate audience. |
| entitlement | do stakeholders have a right? |
| key to motivation | obligations (increase on public agenda), opportunities (increase on public agenda) |
| Formative research | identify audience, target behaviors, elaborate intermediate response, channel exposure patterns, concept development(theory comes here), msg execution |
| Summative resrach | outcomes after campaign, behavior, knowledge, attitudes, campaign elements, satisfaction levels |
| Reasons why campaigns fail | 1. audience has select attentiveness based on predispositions and existing attitudes 2. neglect to define success 3. bad targeting 4. wrong medium 5. unrealistic goals 6. use too many channels repeatedly. 7. content is important- empirical/theoretical, practical issues in execution |
| Medium | any transmission vehicle or device through which communication may occur |
| Dempgraphics | the compostion of a medias audience # and income-> targets! |
| frequency | increase in print... # of people |
| reach | increased in broadcasting.... people who want to see it. |
| Print over broadcasting | 1. increased frequency 2. can pass along 3. better info processing |
| Broadcasting over print | 1. better reach 2. more arousing 3. better brand recognition |
| Selective Exposure | people tend to remember things consistent with beliefs values cultures attitudes etc. |
| selective involvement | personal connection with media contetn (increased in print decreased in boradcasting) |
| Consistency theory | context consistent ads are more likeable more likely to be purchased. |
| 3 key functions of Media for democracy | 1. surveillance of events, industry, govt officials. 2. identify key sociopolitical isues and widespread opinions 3. provisor of platforms for advocacy |
| News Frames | abstract notion media professionals use to present news stories in a particular way. central organizing idea for understanding events related to the issue in question (political-catch phrases and metaphores think horse races) |
| 4 flaws of news frames | personalization, fragmentation, dramatization, normalization, each may affect the nature of political communication * |
| personalization | tendency of news stories to concentrate on individuals when reporting on a large scale social concern |
| FRAGMENTATION | DELIVERY OF NEWS IN DISCONNECTED BRIEF CAPSULE SUMMARIES RESULT IN CAMEO POLITICS |
| dramatization | news is selected on the basis of its dramatic or entertaining value rather than impotance |
| normalization | news stories show how particular problems can be solved within the existing political system |
| formation and change of opinion | MICRO LEVEL EFFECT, media messages to produce chance political opinion of audience members |
| Cognitive Processes | MICRO LEVEL EFFECT, agenda setting,priming, knowledge gain |
| Voter Perceptions | MICRO LEVEL EFFECT, personal pocketbook matters, make voters believe individuals rather than society are responsible for social problems |
| episodic | case studies or reports for social problems |
| thematic | approach an issue from more abstract or general perspective problem is govts not ind. |
| political behavior | MICRO LEVEL EFFECT, political advertisitng proven effective (+ and -) remember and recognize - ads. - ads effective if perceived as fair and on issues important to voters. |
| uses and gratifications | RESEARCH TRADITION OF ENTERTAINMENT why do we use entertainment media? behavioral-what does it do to us (immoral, violence) |
| Selective Exposure and Disposition | RESEARCH TRADITION OF ENTERTAINMENT people choose media based on moods and needs, happy if good guy wins or bad guy loses. |
| Drama | conflict and resolution, 3d characters- Tom Cruise same in every movie protagonist (relate) v. antagonist (jaws?) |
| Humor | bad mood fixer (selective exposure) disposition theory important here!(permission, target, mini story, twist |
| Sports | favored team against enemy, emotional attachment, suspense, extraordinary facts |
| How is new media different from old media? | interactive, synchronous |
| How does new media change our way of thinking about affects? | users more selective, interactive. more active in the communication process |
| compression | make into smaller to transport ex. napster shrinks files, floppy dsic-> thumb drive |
| convergent | media can be delivered together, 1 company can make movies, books, games, etc. |
| intelligent network | broadband and home networks that deliver old and new media, interactive format |
| interactivity | user can modify message |
| multimedia | use multiple media to deliver media (text and graphics) (powerpoint, worldwide web) |
| World Wide Web | multimedia language for communication on the internet lets you communicate with other computers |
| broadband | almost done with usefulness. network technology that allows abundant content |
| motivators of adoption | complexity, trialability, observability,relative advantage, compatibility |
| diffusion process | knowledge->persuasion ->decision ->conformation |
| Micro level effects | formation and change of opinion, cognitive process, voter perception, political behavior |
| research tradition of entertainment | uses and gratifications, selective exposure &disposition |
Combine with other sets
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