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Persuasion Chapter 13
Terms in this set (7)
•The Spoken Word
•The Written Word
•The Printed Word
•The Electronic Word
•The Interactive Word
perspectives on media use
•Resonance and Experiential Meaning
•The Verbal Script
•The Auditory Script
•The Sight or Visual Script
uses and gratification theory
•The theory focuses on how receivers use media to gratify, meet or satisfy their individual needs; and
•That receivers all have differing primary, secondary, and even tertiary needs for various types of information in a complex world.
•The four needs
agenda setting theory
•According to this theory, the public's agenda for what is important and needs attention includes the kinds of issues people discuss, think, and worry about.
•Further, the theory holds that this public agenda is powerfully shaped and directed by what the news media choose to highlight and report on repeatedly as well as what they choose to downplay, dismiss or ignore.
learning from media and persuasion (social learning and cultivation theory)
•Social Learning theory tells us what to think and do with ourselves and how to behave in given situations.
•Cultivation theory, on the other hand, teaches us how we learn to prepare for future situations from what we are exposed to in the media.
news manipulation and persuasion
key news sources methods of manipulation:
̅Ignoring - media moguls can distort what the news is by simply ignoring certain stories or by minimizing them, ̅Favoring the Sponsor - can lead to news reporters and editors soft-pedaling any negative news about their sponsors,
̅Pseudoevents- or "planned events" can make their way into press coverage to keep newscasts or news pages more interesting, and
̅Bias: Verbal and Nonverbal Cues- from an interviewer can make an interviewee seem to be quite different from his or her real self.
the internet and persuasion
•Changes in the Information Power Structure
•Information on Demand
•Direct-to-Consumer Markets without Geographic Boundaries
•Increased Access and Convenience
•Ethical Behavior on the Internet
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