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14 Cards in this Set

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  • Back
mass communication
all media that address mass audiences
tribal epoch
first era in a media history of civilization...the oral tradition reigned, and face-to-face talking and listening were primary forms of communication
literate epoch
second era of media history of civilization...invention of the phonetic alphabet inaugarated this era in which common symbols allowed people to communicate with writing
print epoch
third era in media history of civilization...invention of the printing press made it possible to mass produce written materials so that reading was no longer limited to elite members of society
electronic epoch
fourth era in media history of civilization...was ushered in by the invention of the telegraph, which made it possible for people to communicate personally across distances
uses and gratification theory
theory that claims people use media to gratify their needs, interests, and desires
agenda setting
media's selection of issues, events, and people to highlight for attention
gatekeeper
person, group, or institution that controls what topics are presented by media and how those topics are presented to viewers, listeners, or readers
cultivation thoery
claims that the media promote a worldview that is inaccurate but that viewers assume reflects real life
cultivation
cumulative process by which the media foster beliefs about social reality, including the belief that the world is more dangerous and violent than it actually is
mainstreaming
the effect of television in stabilizing and homogenizing views within a society...it is 1 of 2 processes used to explain television's cultivation of synthetic worldviews
resonance
the extent to which something (specifically phenomena on tv) is congruent with personal experience...is 1 of 2 mechanisms used to explain televisions ability to cultivate synthetic worldviews
mean world syndrome
belief that the world is dangerous and full of mean people
puffery
exagerated, superlative claims about a product that appear to be factually based but are actually meaningless and unverifiable