Exam 4: The Emergence of the Media-Effects Trend in Mass Communication Theory

The Yale Group attitude change research _______.

The body of middle-range theory now called limited- or minimal-effects theory has that name because of its assumption that the media have minimal or limited effects, as those effects _________.

When the Yale Group studied the power of "counter-norm communications," they found that committed, highly involved group members (such as fans of sports team) are _____.

When they began their research in the 1940s, Lazarsfeld and Hovland were determined to use empirical research methods in order to ______.

You are a participant in Lazarsfeld's voter study. You favored Willkie at the start of the campaign and stayed with that choice throughout the election. You are _________.

World War II provided three important motivations for social scientists interested in attitude-change research. Among them was the simple fact of convenience. That is, _______________.

People seek out media messages consistent with the values and beliefs of those around them as they work to preserve their existing views by avoiding challenging messages. They do this because they _______.

The media-effects trend in understanding media influence finds is support primarily in postpositivist research.

Early effects researchers like Lazarsfeld and Hoveland consistently found that media ___________.

In two-step flow, opinion leaders, because they consume media messages, reinterpret them, and then pass them on, are ______.