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47 Cards in this Set
- Front
- Back
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Technological Determinism |
when communication technology changes, it changes the structure of society |
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Technological Determinism : McLuhan viewed communication as.... |
an extension of man |
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TechnologicalDeterminism Global village: |
a new form of social organization because technology ties the world together politically, socially and culturally |
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McLuhan: medium is the message |
How the message is sent is more important than the content of the message |
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active audience theories (define and example) different from other theories? |
audiences use media for their own purposes example: uses and grats different because audience based rather than source based |
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activity vs activeness |
activity: what the audience does activeness: audience's freedom and autonomy to do what they please |
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Herta Herzog: study and findings |
created uses & grats, studied soap operas found 3 types of grats: -emotional release -wishful thinking -obtaining advice |
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two revivals of uses & grats |
innovation of new media too much emphasis on negative effects |
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3 characteristics of computer mediated mass comm (AID) |
asynchroneity: can occur at diff times interactivity: active users demassification: can tailor messages to needs |
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5 criticisms of uses & grats |
atheoretical our behavior is habitual neglects social structure ignores media hegemony issues relies on self report |
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4 benefits of uses & grats |
brings attention to active audience reminds use that journalists do not just want to get message out doesn't treat audience as a single lump keeps journalists honest about complexity of human behavior |
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stuart hall |
birmingham school researchers need to pay attention and not make assumptions about encoding/decoding |
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reception studies |
audience centered theory that focuses on how audience make sense of specific forms of content |
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polysemy |
multiple meanings for different messages |
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three types of readings for reception studies |
preferred (dominant); intended message negotiated; personalized message oppositional; opposite of intended meaning |
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Janice Radway & romance novels |
romance novels center around male-dominated, aggressive plots where women are weaker but readers use them to escape reality |
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first level agenda setting Chapel Hill study |
elements that are prominent in the media become prominent in the public mind |
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second level agenda setting introduced by: Spanish election study: two attributes: |
how the media shape the image of someone or influences how the public perceives that person/object/issue Shaw&McCombs substantive (ideology, experience) and affective |
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fifth level agenda setting |
when certain media set the agendas for other media |
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priming |
drawing attention to some aspects of political life at the expense of some others |
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4 stronger effects if priming is: |
more frequent, longer, more recent, more intense |
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how is priming different than agenda setting? |
agenda setting: media tells us what to think about priming: sets a context for better understanding |
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innovation-diffusion theory meta-analysis |
explains how innovations are introduced and adopted: new tech. innovations are introduced and passed through stages before being widely adopted put together data from many small studies to create a bigger study |
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5 stages of adopting new ideas/technology |
innovators early adopters early majority late majority laggarts |
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strengths/weaknesses of innovation diffusion theory (1 each) |
S; integrates findings from a lot of diff studies W: source-dominated theory |
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media system dependency theory |
the more a person depends on media meeting their needs, the more important role the media will have in their lives |
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4 points that DeFleur&Bell say about media system dependency theory |
1. media influence is not because media is all powerful 2. audience dependency is main part 3. we need media to make sense of our changing world 4. not everyone will be equally influenced |
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schema schemas and attention can schemas be changed easily? |
product of our experiences/thoughts, used to interpret information things that fit your schema are more likely to attract attention hard to change |
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Doris Graber and schemas |
people use schemas to process new stories - people take in the conclusions drawn than the actual evidence |
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Doris Graber's 4 functions of schemas |
1. determine what info is noticed and processed 2. help organize and evaluate new info to fit into already established perceptions 3. make it possible to go beyond immediate information 4. help people solve problems and decide how to act (scripts) |
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elaboration likelihood model |
model that seeks to explain the level of elaboration (effort) brought to evaluating messages |
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what is elaboration in ELM? |
the extent to which a person carefully thinks about the info |
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two routes for ELM what are heuristics? |
central: rational processing peripheral: inferences based on cues (heuristics) |
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ELM: motivation and ability |
motivation: importance of holding the correct attitude ability: intelligence/ability to process complexity of message |
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motivation & ability combinations (4) routes high motivation+high ability: low mot + high ab: high mot + low ab: low mot + low ab: |
high motivation+high ability: central low mot + high ab: peripheral high mot + low ab: either low mot + low ab: peripheral |
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which ELM route can produce attitude change? which produces a longer lasting attitude change? |
either central |
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7 factors that make someone more likely to imitate violence in media |
reward/punishment consequences motive realism humor identification w characters arousal |
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four factors that link violent video games and aggressive behavior |
amount of time spent playing video game presence in school shootings first-person games interactivity |
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frames: |
a specific set of expectations used to make sense of a social situation |
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4 ideas to create framework for media |
social and political context how journalists create frames how readers learn from frames long term social and political consequences |
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frames exist in four areas |
communicator text receiver culture |
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framing involves: two things |
selection and salience |
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four decisions when framing something |
what to include exclude emphasize deemphasize |
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what theory is frame theory similar to? |
first level agenda setting in media system dependency theory |
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cultivation theory |
TV repeats some subtle messages repeatedly and effect is cumulative over time |
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cultivation theory and Gerbner Paul Hirsch's issue: |
how TV affects us certain groups are portrayed as powerful, violence is always present issue: that people in high crime neighborhoods were always thinking this way and tv doesn't affect it |
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ending result of cultivation theory after Hirsch knocked Gerbner's research down |
there is a relationship when controlled for other variables doesn't hold up when actual neighborhood crime is taken into account |
