Writing for Mass Media Midterm

mass media
communication that reaches a large number of people in a short time, reaching large and unseen audiences

anything preventing a message from reaching it’s destination and being understood by the intended audience

goal of successful mass communication
right MESSAGE to the
right AUDIENCE through the
right MEDIA

components of communication model
sender, message, medium, receiver

relatively fleeting and easy to change (voter choice)

held more deeply and more difficult to change, causes some discomfit to change (school loyalty)

deeply held, what you live and possibly die for (country, religion)

easily identifiable characteristics (age, race, ethnicity, gender)

culture and experiences that affect the way we think and act (overseas living/travel, war, wealth, poverty)

5 steps of communication
1. getting the recipient’s attention
2. sending the message so it’s received
3. ensuring the message is understood
4. making the message remembered
5. doing it all so message leads to desired goal

media effects theory
how media affects society and how society affects media

agenda setting
determining what is news

the way something is presented

constant exposure changes views

highly distilled version becomes reality

classifying someone based on race, age, gender, etc.

two-step flow
info moves from media to public in logic and ordinary way

multi-step flow
included opinion leaders, early adapters

uses and gratification
appeals to wants and needs, often distinguishing one for the other

hierarchy of needs
ordering of what is important: physiological , safety, social, ego, self-fulfillment

cognitive dissonance
message challenges beliefs, creates uneasiness, exposes something out of the ordinary
-in marketing: consumer remorse
-in communication: anything out of the ordinary

cognitive dissonance
often needs to be overcome by the first affirming the need for change or decision made

cognitive dissonance
can be used to communicator’s advantage because the uneasiness it caused attracts attention (wording and signage)

diffusion and adoption
bases communication on public understanding of issue, based on continuum of
1. awareness
2. interest
3. trial
4. evacuation
5. adoption

behavior communication
-latent tardiness
-triggering event