mass comm theory
Terms
undefined, object
copy deck
- transactional view of perception
- both perciever and the world are activer participants in perception
- transactional perception demo
- monocular distorted room
- cultural expectations of perception
- research on binocular rivalry showed a strong tendency for subjects to see scenes from their own culture
- motivation and perception
- navy men waiting for admission to sub training told they were testing ability to respond to low levels of visual stimuli, more hours without food resulted in greater food related responses
- mood and perception
- experiment using hypnosis showed differences in response to pictures based on happy, critical and anxious moods
- attitude and perception
- studied perception of a football game, dartmouth v princeton, showed that one game actually several games and that each version of events was real to the person who perceived them
- perception and mass comm - time mag cover
- shaking hands, one with american flag, the other with soviet hammer and sickle, intended to show cooperation, one person perceived the message that "the Russians have got us"
- perception and mass comm - US army spots
- intended messages were received, also unintended messages, perceived realism of spots depended on characteristics of the viewer
- perceptions and mass comm - anti prejudice cartoons
- effects of satire in reducing prejudice, mr biggot designed to appear ridiculous, study found that people tended to perceive satiric cartoons as serious and reinforcing prejudice
- 4 rings of defense
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selective exposure
selective attention
selective perception
selective retention - schema
- cognitive structure of organized knowledge that has been abstracted from prior experiences, straight matching, processing through inferences, multiple integration, concludes people tend to store conclusions drawn from evidence rather than the evidence
- dead level abstraction
- communication that is restricted to one level of abstraction
- high level abstraction
- Communication that relies on abstract ideas such as justice, honor and freedom
- low level abstraction
- carries on with no general conclusion and obscures the point
- undue identification
- stereotyping
- two values evaluation
- black and white thinking, no middle ground
- unconcious projection
- lack of awareness that one's statements are statements about oneself
- difficulties with language
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language is static, reality dynamic
language is limited, reality unlimited
avg vocab 5k, vocab of avg novel 10k
language is abstract
allows categorical thinking, no words for unique events - propaganda devices
- name calling, transfer, plain folks, band wagon, glittering generality, testimonial, card stacking
- readability
- ease of comprehension of written material, provides information about the most important aspect of style influencing ease of understanding
- flesch formula
- readability formula that uses the avg number of words per sentence and the number of syllables per 100 words
- fry graph
- readability graph that has number of syllables per 100 words on one axis and avg number of sentences per 100 words on the other
- dale and chall
- readability formula that uses avg sentence length and percent of words that are not on the dale list of 3k easy words
- cloze procedure
- tendency to complete a familiar but incomplete pattern, from closure
- readability applications
- texts, newspapers, novels, news releases, broadcase news, corporate annual reports, documents
- study has found that novels have become more readable by
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having fewer words per sentence
having fewer long words
having less rare punctuation
having more informality and contractions