Communications Question

SPC 3544 SPRING 2024 DISCUSSION ASSIGNMENT #4ASSIGNED: 4/22/24
DUE: TUESDAY 4/30/24 by 11:59 PM EST (uploaded to Canvas)
DIRECTIONS: Please answer completely all questions. Your typed answers should be
uploaded as one Word document to Canvas by TUESDAY, April 30, 2024 at 11:59 PM
EST.
Questions 1- 4 ask for short answers.
Question 5 requires a formal essay.
Note re format: These questions contain multiple parts, and all of your answers should clearly
indicate which part of the question you are responding to (e.g. 1a, 2b etc).
This discussion assignment is designed to be completed independently.
Re Content: It is important to be specific and consult your class lectures, course readings and
your notes as you formulate your responses. This discussion assignment is worth 50 points.
1. Hint: This question requires you to apply terms and theory related to the two-step flow
of communications. You must consult the reading and class lecture related to this topic.
Singer and artist Taylor Swift posted the following message for her 200+ million followers
on Instagram on March 23, 2018:
a. Thinking about the two-step flow of communication we discussed in lecture, how does
Taylor Swift 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. [4
points]
b. Compared to the hypodermic needle model, why do researchers consider the two-step
SPC 3544 SPRING 2024 DISCUSSION ASSIGNMENT #4
ASSIGNED: 4/22/24
DUE: TUESDAY 4/30/24 by 11:59 PM EST (uploaded to Canvas)
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. [4 points]
2. Hint: Look to the Minimal Effects Lecture. Please read the following clip from a news
article about the 2024 presidential election campaign (published in March 2023 by The
Guardian). Based on the lecture discussion of framing as a minimal media effects theory,
what specific type or category of media frame is present in the news story? Explain your
answer using the text from the news story. [2 points]
The Morning Consult survey shows the former president, Donald Trump, has 54%
support among likely primary voters and Florida Governor Ron DeSantis has 26%,
tying his lowest score since the poll began in December.
The two men are still way ahead of the rest of the field. Trump’s former vicepresident, Mike Pence, was third in the Morning Consult poll, with 7%, three points
ahead of Nikki Haley, the former South Carolina governor.
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-8184d4b4-2b974d7b-a6e3-823bd679f6e4.html).
a. Based on the article and our presentation on 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.
[2 points]
b. Explain why advertising firms are prioritizing CTV ads compared to mobile, desktop and
tablet ads. [2 points]
c. Thinking more about ad microtargeting, explain one potential benefit/upside of the
targeting practice for audiences. [2 points]
d. Thinking more about ad microtargeting, explain one potential ethical challenge/downside
of the targeting practice for audiences. [2 points]
4. In a recent class lecture, I focused on 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. [2 points]
SPC 3544 SPRING 2024 DISCUSSION ASSIGNMENT #4
ASSIGNED: 4/22/24
DUE: TUESDAY 4/30/24 by 11:59 PM EST (uploaded to Canvas)
5. ESSAY: Hint: This essay question directly applies course lecture and reading related to
Uses and Gratifications research in Week 13 to your own media use. Based on my
lecture and your reading on 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 use of one media source
meet different, 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 according to the rubric provided below.
Essay Grading Rubric [30 points]
Introduction
• Includes a clear preview of the argument of the essay and main
points for your uses and gratifications media audit.
Body
•
•
•
5 points
15 points
Main points clearly stated, developed, and integrated into the
broader direction/argument of the essay.
Includes (a) the type of use for each media source, (b) the
individual need fulfilled by each media source, and (c) whether
there are any patterns to uses of and needs for media.
Component parts of the body of the essay should have clear
definitions (example: specific needs are defined)
References material support from class discussions.
Conclusion
• Reviews direction/argument of the essay and main points.
5 points
Mechanics
• In-text citations, additional sources cited in APA style
• Professional spelling, grammar, and punctuation
• Double-spaced, 1” margins, 12-point, Times NR font, 600-750
words
• Include word count with essay
5 points