SPC 3544 DISCUSSION ASSIGNMENT #4 ASSIGNED: 4/22/22
DUE: SUNDAY 5/1/22 by 11:59 PM EST (uploaded to Canvas)
DIRECTIONS: Please answer completely all questions. Note that questions contain multiple
parts and your answers should clearly indicate which part of the question you are responding to
(e.g. 2b). Questions 1-4 ask for short answers. Question 5 asks for a formal essay. Your typed
answers should be uploaded as a word document to Canvas by Sunday, May 1, 2022 at
11:59 PM EST. This discussion assignment is designed to be completed independently. 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. [4 points]
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. [4 points]
SPC 3544 DISCUSSION ASSIGNMENT #4 ASSIGNED: 4/22/22
DUE: SUNDAY 5/1/22 by 11:59 PM EST (uploaded to Canvas)
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. [2 points]
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. [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 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. [2
points]
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.
SPC 3544 DISCUSSION ASSIGNMENT #4 ASSIGNED: 4/22/22
DUE: SUNDAY 5/1/22 by 11:59 PM EST (uploaded to Canvas)
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
according to the rubric provided.
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.
5 points
Body
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.
15 points
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

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