MA Communication Studies 2 — Questions and Answers
Question 1: What is 'cognitive dissonance' in communication and persuasion research?
- The mismatch between verbal and nonverbal messages
- The psychological discomfort experienced when holding contradictory beliefs or behaviors (Correct answer)
- The confusion caused by ambiguous messages
- The gap between what a sender intends and what a receiver understands
Correct answer: The psychological discomfort experienced when holding contradictory beliefs or behaviors
Cognitive dissonance, developed by Leon Festinger, describes the discomfort felt when a person holds two conflicting cognitions or when behavior conflicts with beliefs, motivating attitude change.
Question 2: Which communication theory argues that media consumption shapes audiences' perceptions of social reality?
- Uses and gratifications theory
- Cultivation theory (Correct answer)
- Spiral of silence theory
- Two-step flow theory
Correct answer: Cultivation theory
Cultivation theory, developed by George Gerbner, argues that long-term, heavy television viewing cultivates a distorted perception of social reality, especially around violence.
Question 3: What is 'ethos' in classical rhetoric?
- The emotional appeal of an argument
- The logical structure of an argument
- The credibility and trustworthiness of the speaker (Correct answer)
- The cultural context surrounding the communication
Correct answer: The credibility and trustworthiness of the speaker
Ethos, one of Aristotle's three rhetorical appeals, refers to the speaker's credibility, authority, and moral character as a means of persuasion.
Question 4: The 'uses and gratifications' theory in mass communication focuses on:
- How media producers create content for passive audiences
- Why and how people actively choose media to satisfy specific needs (Correct answer)
- The economic structures that control media production
- The regulatory frameworks governing broadcast media
Correct answer: Why and how people actively choose media to satisfy specific needs
Uses and gratifications theory examines how audiences actively select media to fulfill specific needs such as information, entertainment, identity formation, or social interaction.
Question 5: What does 'code-switching' mean in communication?
- Switching between programming languages in software development
- Adjusting one's language, tone, and behavior to fit different social contexts (Correct answer)
- Deciphering coded messages in intelligence communications
- Transitioning from written to spoken communication
Correct answer: Adjusting one's language, tone, and behavior to fit different social contexts
Code-switching in communication refers to the practice of alternating between different languages, dialects, or communication styles depending on the social context or audience.
Question 6: The 'spiral of silence' theory suggests that people are less likely to express their opinions when they:
- Lack sufficient information on a topic
- Believe their views are in the minority and fear social isolation (Correct answer)
- Are communicating through digital rather than face-to-face channels
- Are speaking to authority figures rather than peers
Correct answer: Believe their views are in the minority and fear social isolation
Elisabeth Noelle-Neumann's spiral of silence theory proposes that people suppress their opinions when they perceive them to be minority views, fearing social rejection or isolation.
MA Communication Studies 2
What is 'cognitive dissonance' in communication and persuasion research?