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2020 PRSA APR Theories and Models (8) WITH ANSWERS GRADED A +
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EUNICE2020 PRSA APR Theories and Models (8%) WITH 1005
SURE ANSWERS
Terms in this set (57)
The idea that messages delivered through the mass media persuade all people
powerfully and directly without the people having any control over the way they
react.
Magic Bullet/Hypodermic Needle
Stimulus response thinking (behaviorism)
Who said what to whom through what channel with what effect?
the idea that media's influence on people's behavior is limited by opinion leaders—
people who initially consume media content, interpret it in light of their own values
Two-Step Flow Theory
and beliefs, and then pass it on to opinion followers, who have less frequent contact
with media. (Paul Lazersfield then Elihu Katz)
the theory that the mass media can set the public agenda. Repeated news reports
Agenda Setting Theory
about an issue can make it important to readers. (McCombs and Shaw)
Transfer of attributes (or frames) describing a person, issue or topic from media to
Framing/second-level agenda setting audience. News stories, for example, describe a political candidate in a certain way.
News consumers begin to use those attributes to describe the candidate.
Organizations are more likely to give information than to seek information.
Organizational theory of public relations
Information flow is generally one way (James Grunig, 1976).
Mass media (particularly television) shapes (cultivates) people's view of social reality.
Cultivation Theory Secondhand experience through media content can distort what people think of the
world. (George Gerbner)
1/9
, The adoption or rejection of new ideas and practices are spread to members of a
social system.
Personality traits influence how people approach new things based on 5
PERSONALITY categories:
1. innovators
2. early adopters
3. early majority
4. late majority
5. laggards
5 FACTORS INFLUENCE how soon people adopt a new idea:
1. relative advantage
Diffusion of Innovation Theory 2. compatibility
3. complexity
4. trainability
5. observability
5 stages of ACCEPTANCE
1. Knowledge
2. Persuasion
3. Decision
4. Implementation
5. Confirmation— adoption is either reinforced or the decision to adopt is reversed
based on he evaluation.
(Everett Rogers)
people seek out and use media in different ways to satisfy different needs. Audience
Uses and Gratifications Theory members are actively involved in the communication process and make goal-
oriented media choices.
When a person lacks information about other people's opinions, he/she thinks others
will think and behave as he/she would.
third person effect theory
People expect mass media to affect others more than themselves.
People constantly monitor the opinion climate around them. They perceive the
majority viewpoint. Those who disagree keep silent. They are afraid of social isolation
Spiral of Silence Theory
if they buck the majority view. This theory helps explain "bandwagon effect."
(Elisabeth Nolle-Neumann)
2/9
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