Cognitive Response Theory
Learning a new message is not enough to make us yield
o Yielding depends on what we think about the messageour cognitive response
Effects results from
o Articulation and rehearsal of our thoughts
o Valence (positive/negative) o
Attribute (if news associates some attribute with issue or person and the attribute changes
our view on person or issues. If instead the media presents us to view them
COMPLETELY different and we are completely shutting them down, that would be
Concerned with how the media agenda and the public agenda influence the policy
Three types of studies:
Media agenda setting-sets the public agendagatekeeping influences media
Public agenda setting-influenced by personal experie
Chapter 15-lecture 1: Media Effects on Health
Advertisements and Entertainment portrayals:
Most (83%) studies show media use linked to negative health outcomes.
Ex. Smoking initiation, drug use and alcohol consumption.
Research focuses on tobacco, alco
When these people are graphed, the % of adopters over time it forms s shaped curve.
Diffusion of Innovation Origins:
Based upon theories of Gabriel Tarde, a 19th century French legal scholar and sociologist
Laws of imitation (1903)
Film Health and Risk
Smoking and drinking often portrayed.
Common in G-rated movies.
Found in 75% of animated Disney classics.
Drug use less often portrayed.
Drug addicts usually portrayed as evil.
Drug use shown to have negative outcomes.
Contemporary Theories and Models in Media Persuasion
McGuires Communication/Persuasion Matrix Model
Cognitive Dissonance Theory
Cognitive Response Theory
The Elaboration Likelihood Model (ELM)
Social Judgment Theory
Theory of Reasoned Action (TRA)
Final decision of adoption or rejection(ive decided Im gonna be a donor but the
doctor said I wasnt eligible,)
Put innovation into use
Seek validation and evaluate consequences
Diffusion Process: Learn, adopt, and interact
A message with a flawed epistemology (flawed knowledge base)
It is either false, misleading or inappropriate.
Why think about propaganda?
Propaganda techniques are still used on a regular basis.
Can be used for positive or other social ends.
Associating something with a virtue word and creating acceptance and approval
without examination of the evidence.
Vague and has positive connotations
strength, patriotism, freedom
Attempts to pacify the audience in order to make
Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB)
Intention to behave and subsequent behaviors are redicted by
1. Attitudes toward the behavior (TRA)
2. Normative beliefsbeliefs about how influential others will evaluate the