SPC3544 - Media personality Kim Kardashian posted

SPC 3544 DISCUSSION ASSIGNMENT #4 ASSIGNED:

Questions 1-4 ask for short answers. Question 5 asks for a formal essay.

You may consult your notes and course readings as you formulate your responses. This discussion

assignment is worth 50 points.

1. Media personality Kim Kardashian posted the following message for her 100+ million followers on Instagram on March 17, 2019:

a. Thinking about the two-step flow of communication we discussed in class, how does Kim Kardashian attempt to act as an opinion leader here? Include a definition of opinion leader, as well as the other components in the two-step flow, in your answer.

b. Compared to the hypodermic needle model, why do researchers consider the two-step flow of communication a minimal effects model of media influence? Your answer should

clearly define both hypodermic and minimal effects models and why the two-step flow is classified as a minimal effects model.

https://www.instagram.com/p/BvGKV0rn9R_/?hl=en

2. Please read the following clip from a news article about St. Petersburg, Florida’s 2021 election campaign for mayor. Based on our class discussion of minimal media effects, what type of media frame is present in the news story? Explain your answer using the text from the news story.

3. Please read the Axios article “Digital TV ads will flood living rooms during 2022 midterms” here (https://www.axios.com/digital-tv-ads-campaigns-2022-midterms-8184d4b4-2b97- 4d7b-a6e3-823bd679f6e4.html).

a. Based on our class conversation of how messages are targeted at audiences, explain how Digital TV ads (CTV) use the practice of microtargeting. Your answer should define microtargeting and explain how CTV uses the practice of microtargeting.

b. Explain why advertising firms are prioritizing CTV ads compared to mobile, desktop and tablet ads.

c. Thinking more about ad microtargeting, explain one potential benefit/upside of the targeting practice for audiences.

d. Thinking more about ad microtargeting, explain one potential ethical challenge/downside of the targeting practice for audiences.

4. In class, we discussed cultivation effects and mean world effects. Explain why these types of effects are difficult for researchers to document. Your answer should define what cultivation

and mean world effects are and explain why these effects are difficult to document.

ST. PETERSBURG, FL — The poll results are in for who would get the most votes in the upcoming primary mayoral election in St. Petersburg. Mayor Rick Kriseman will be leaving office in November since he will have reached his term limit.

Mayoral candidate Ken Welch ranked first in the poll at 30.9 percent; followed by

Robert Blackmon, 25.2 percent; Darden Rice, 16.4 percent; Wengay Newton, 10.3 percent; Pete Boland, 4.2 percent; Marcile Powers, 1.4 percent; Torry Nelson, 0.8 percent and Michael Ingram 0.7 percent.

https://www.axios.com/digital-tv-ads-campaigns-2022-midterms-8184d4b4-2b97-4d7b-a6e3-823bd679f6e4.html

https://www.axios.com/digital-tv-ads-campaigns-2022-midterms-8184d4b4-2b97-4d7b-a6e3-823bd679f6e4.html

 

5. ESSAY: Based on our class discussion of the uses and gratifications of media, your task is to conduct a “uses and gratifications media audit” of your top 3 media sources you visited in the previous week. These media sources can include a particular news, entertainment, or information source (either via print, television, radio, or digital/social media). Specifically, your 600-750 word essay should assess your top three media sources visited in the previous week based on (a) the type of use that source falls into for you [ritual or instrumental], (b) the individual need that is fulfilled from that source [cognitive, affective, integrative, contact, or escape], and (c) whether there are any patterns to your uses of and needs for media (e.g. Are all top 3 sources ritual use? Does your media use meet particular needs compared to others?).

Your response should clearly identify each media source/program/platform, define and explain the use and need classifications you select for each source, and assess any patterns that exist across the media sources you visited. Your essay should be professionally structured and written