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Cmm 207: Communication And Social Influence Question Paper

Cmm 207: Communication And Social Influence

Course:Bachelor Of Science In Communication And Public Relations

Institution: Moi University question papers

Exam Year:2014

MOI UNIVERSITY
SCHOOL OF HUMAN RESOURCE DEVELOPMENT
DEPARTMENT OF COMMUNICATION STUDIES
2ND YEAR 2ND SEMESTER EXAMINATIONS 2013/2014 ACADEMIC YEAR
COURSE CODE: CMM 207
COURSE TITLE: COMMUNICATION AND SOCIAL INFLUENCE
ANSWER FOUR QUESTIONS. QUESTION ONE IS COMPULSORY

1. During recent political campaigns, opinion polls indicated that certain candidates were popular in specific counties although the electorate were largely unaware of their party manifesto.
a. Using Elaboration likelihood theory, explain why audiences may stick to particular political parties in spite of a well articulated political campaign by their opponents (15 marks)
b.Explain how message-related factors may influence campaign efforts in the scenario above (10 marks)

2. With relevant examples, explain why theory-based communication is likely to succeed compared to those that are not based on any theoretical framework (15 marks)

3. Attitudes are long lasting beliefs, feelings, values and behavioral tendencies that are held by individuals and groups. Explain why in order to achieve any meaningful social change, it is important to address attitudes (15 marks)

4. John has recently been appointed to coordinate a project that aims at encouraging contraceptive use to control population growth among communities in West Pokot. She is frustrated that despite his intensive efforts, the uptake of contraceptives is still quite low in this area. Using Cognitive Dissonance theory, explain to him why communication for social influence is not an easy task (15 marks)

5. With relevant examples, explain the meaning of the following terms in relation to Social Judgement Theory:
a. Ego involvement
b. Anchor point
c. Latitude of Acceptance
d. Assimilation Effect
e. Contrast Effect (15 marks)

6. The media plays an important role in the area of social change communication. Explain with examples how using entertainment education, the media can influence attitude change and behavior (15 marks)

Cmm 207: Communication And Social Influence Question Paper

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