Sparks Chapter 8 - 10 Study Guide
EXAM 2 STUDY GUIDE
SPARKS CHAPTER 8: PERSUASIVE EFFECTS OF THE MEDIA 1. What are the three dimensions of Persuasion? i. Attitude: First when you are persuaded, there is a change in your attitude. You feel differently about something as a result of being exposed to a message. One sure sign that a person has experienced a genuine change in attitude is when other related beliefs and attitudes surrounding the one that’s been changed also seem to be affected. ii. Behavior: in addition to attitude change, significant persuasion also results in changes of behavior. iii. Persistent Change: Truly significant persuasion results in behavior that persists over time.
Together these three things define what we mean by persuasion. 2. Understand the difference between the “Drench Hypothesis” and the “Drip-Drip-Drip Hypothesis” iv. Drench Hypothesis: Where media cultivation (the idea that consumption of entertainment media can change people’s attitudes) tends to emphasize the effects of repeated exposure to the same sorts of images over a long period, the drench hypothesis emphasizes the power of critical images to overwhelm the stereotypical ones that appear regularly. Critical images are the ones that stand out, are deviant, are intense, and thus more important viewing experiences. v. Drip-Drip-Drip Hypothesis: media cultivation or effects that emerge after steady, long term exposure. 3. Understand the weapons of influence (Box 8-11)
There are six principals that are ever-present in daily life. By learning to recognize these principles, you may be able to guard against the bombardment of persuasive attempts from the mass media. i. Reciprocity = a. If someone does something for you, you usually feel that you need to reciprocate and do something in return. b. Charity group sends you free address labels your automatic response may be that you need to give it something in return. c. The danger is
SPARKS CHAPTER 8: PERSUASIVE EFFECTS OF THE MEDIA 1. What are the three dimensions of Persuasion? i. Attitude: First when you are persuaded, there is a change in your attitude. You feel differently about something as a result of being exposed to a message. One sure sign that a person has experienced a genuine change in attitude is when other related beliefs and attitudes surrounding the one that’s been changed also seem to be affected. ii. Behavior: in addition to attitude change, significant persuasion also results in changes of behavior. iii. Persistent Change: Truly significant persuasion results in behavior that persists over time.
Together these three things define what we mean by persuasion. 2. Understand the difference between the “Drench Hypothesis” and the “Drip-Drip-Drip Hypothesis” iv. Drench Hypothesis: Where media cultivation (the idea that consumption of entertainment media can change people’s attitudes) tends to emphasize the effects of repeated exposure to the same sorts of images over a long period, the drench hypothesis emphasizes the power of critical images to overwhelm the stereotypical ones that appear regularly. Critical images are the ones that stand out, are deviant, are intense, and thus more important viewing experiences. v. Drip-Drip-Drip Hypothesis: media cultivation or effects that emerge after steady, long term exposure. 3. Understand the weapons of influence (Box 8-11)
There are six principals that are ever-present in daily life. By learning to recognize these principles, you may be able to guard against the bombardment of persuasive attempts from the mass media. i. Reciprocity = a. If someone does something for you, you usually feel that you need to reciprocate and do something in return. b. Charity group sends you free address labels your automatic response may be that you need to give it something in return. c. The danger is