Why We Talk About Something (3)

Agenda is a ranking of

Agenda-Setting is a process in which the media agenda

Public Opinions are opinions that can be expressed ___ without the danger of ___

Media coverage is consonant if there is the same ___ across multiple ___

Quasi-statistical organ of perception; individuals can recognize which ___ are ___ and to what ___

Persuasive communication; communication that represents / advocates a particular ___ of a matter with the ___ to change the ___ of the recipients

AS: Media do not ___ instead, they ___

AS: 1) Media influences ___ the public ___ 2) Attribute-Agenda-Setting: Within these issues, certain aspects are mentioned ___ than others

AS: Typical Methodology

AS Classic Study (Agenda-Setting function of mass media): In the 1968 US-American presidential election, the ___ of a group of undecided voters was determined. Based on a content analysis, the authors determined the ___.

AS Classic Study: Results; A comparison of the two agendas revealed ___ rank ___

AS Priority Model: the audience adopts the ___ of topics as it appears in the media

AS Salience Model: media results in the audience classifying hte topics according to the criterion ___ or ___

AS Awareness Model: the public only becomes ___ of topics via the media and considers such topics to be ___ of discussion

Spiral of Silence: 1. ___ punishes behaviour that deviates from the norm with the ___

SoS: 2. Individuals are continuously ___ of isolation

SoS: 3. ___ causes people to assess the ___ at all times

SoS: 4. Results of observation and assessment influence individual behaviour in public, especially willingness to ___ and ___

SoS: 5. Connection of assumptions: interaction leads to the ___, ___ and ___ of public opinion

Spiral Process: cause the opinion of the ___ has a stronger effect, the opinion of the ___ is expressed less and less and is weakened over time

SoS: Typical Methodology

Two-step-flow: at first ___ messages reach the ___

TsF: then messages are passed on from the opinion leaders to the “___ on the ___” through ___

TsF: Advantages

TsF: Typical Methodology

Mass Interpersonal Persuasion: 1. Persuasive Experience: at the beginning of the process, there is a message or event meant to persuade people (e.g. ___)

MIP: 2. Automated Structure: social media provide the ___ to easily distribute ___ with a few clicks

MIP: 3. Social Distribution: the ___ is distributed through a network, which works especially well as the people receive the message from a source who they tend to ___

MIP: 4. Rapid Cycle: the speed of the ___ is perceivable to other people and may accelerate ___ even more

MIP: 5. Huge Social Graph: bigger effects through the ___ and ___ of the network

MIP: 6. Measured Impact: the effect of the ___ (masses of people ___ to it) is perceivable to others, further motivating them to join in

MIP Classic Study (A 61-million-person experiment in social influence and political mobilization on Facebook): Social message group (received message encouraging them to ___, presenting a ___ to polling places, offered "I Voted"-button, showed how many friends had ___, including profile pictures) vs. Informational message group (was shown the same message but ___ the ___ of their friends) vs. Control group (no messages)

MIP Classic Study Results: Users in the social message group were ___ to use the button, to click the ___ to seek out polling place information and to ___