Fall 2015 Midterm Exam

Comms 616

Midterm Exam

Fall 2015

Instructions: Please select 4 (four) of the following seven questions and write as thorough and complete an answer for each as possible.

You may refer to your class notes, class readings, and your personal research. However, you may not consult with each other or with members of the faculty. Please do not simply summarize the articles from our readings for your answers.

The goal of this midterm should be for you to demonstrate the depth and breadth of your understanding of the concepts suggested below as well as your ability to synthesize seminal ideals into cogent, well-articulated arguments. Each answer should be no more than 5 pages in length, and should include at least 5 academic citations (these can include articles from our reading list). Please include full references. Please send your answers via email as attached Word documents.

Due: Nov. 12 at 5 p.m.

1. Arnett writes that “one of the most important developmental challenges of adolescence, from the perspective of most developmental psychologists, is identity formation, the cultivation of a conception of one’s values, abilities, and hopes for the future.” Drawing from our class discussion, and your readings, explain the role of the mass media in the adolescent socialization process. Your answer should demonstrate your understanding of the socialization process, self-concept, and identity formation. Describe the effects, both negative and positive, of adolescent use of media for socialization purposes.

2. Extending the ideas and issues raised in Question #1, Cohen wrote, “Identification is an imaginative experience in which a person surrenders consciousness of his or her own identity and experiences the world through someone else’s point of view. Identification leads to the (temporary) adoption of an external point of view and to viewing the world through an alternative social reality.” Explain the relationship between “healthy” identification and the development of parasocial relationships with media personalities. Be sure that you have appropriately defined each of these concepts. What role do the media play in facilitating this process? What are the effects and consequences (both negative and positive) of identification and parasocial interaction?

3. “Cultivation Theory offers a valuable perspective from which to study television violence and aggression.” Do you agree or disagree? Explain? In what ways does this theory inform our understanding of the impact of violence on television audiences? Are there any limitations to how this theory might be able to connect exposure with behavior? What are its strengths in making this argument/link, if any?

4. In class, we discussed the relationship between cognitive development and vulnerability to certain media messages, particularly in relation to children’s understanding of media. Please identify and explain the factors that limit how children process and make sense out of media messages. Please be sure and explain how these factors may make them more vulnerable than adolescents or adults.

5. In class we discussed Norman Lear’s attempts to engineer social change (regarding racial relations) through the use of the television show, “All in the Family.” What role, if any, does popular television play in the shaping of racial relations and perceptions in the United States. Drawing from relevant critical theory (e.g., Post-Colonial Theory), address the implications of what we called “representation” research and formulate an argument (theoretically-supported) about the potential implications of these findings. Finally, address the reality of using television to produce pro-social effects or to engineer social change. Again, make sure your discussion is grounded in theory.

6. In class, we discussed the role of theory (e.g., the Theory of Planned Behavior) in designing an effective public relations/advertising campaign. We identified several factors that are believed to be predictive of behavior and we also identified some factors that might cause certain campaigns to fail. Assume that you have been asked to design a campaign to encourage the use of sun block to reduce the risk of skin cancer. This campaign is to be targeted to teenagers and young adults. Please identify the factors that would predict adoption of the desired outcome (sun block use) and how each might be addressed or used inform your campaign strategy and tactics. Next, identify the factors that might cause your persuasive messages to fail and indicate how you might avoid these pitfalls.

7. Gerbner wrote, “The seductively realistic portrayals of family life in the media may be the basis for our most common and persuasive conceptions and beliefs about what is natural and what is right.” Based on our class discussion and your readings, please formulate a response that argues either in support of this claim or against it. Be sure that your argument is support by theory and supporting evidence. In other words, please make an “effects” argument.