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71 Cards in this Set
- Front
- Back
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Recite the 1st Amendment
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Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.
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What is Communication?
Latin word: |
Communis which means "shared understanding".
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What is Communication?
According to the book |
-According to the book, in its simplest form Communication is the transmission of a message from a source to a receiver.
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What is Communication?
Harold Lasswell |
Who says What in Which channel to Whom with What effect.
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What is Communication?
Best definition |
-The better definition is that communication is the process of creating shared understanding.
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Wilbur Schramm and Charles Osgood "Mass Communication".
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Mass Communication is the process of creating shared meaning between the mass media and their audiences.
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-Schramm's Revised Model of Mass Communication includes
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Inferential feedback.
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Inferential feedback.
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A type of feedback i.e.
"the ratings measure only how many sets are tuned in, not whether people liked or disliked the programs." (6) can only infer not be sure ppl like it. |
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What is Culture?
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-The learned behavior of members of a social group. patterns of thinking, feeling, acting
-Most of these definitions touch on the idea that Culture is learned. |
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Which theories tell us we can view culture as socially constructed shared meaning?
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Symbolic Interactionism and Social Learning Theory
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What are the functions and effects of culture? (Through communication).
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1) Limiting and Liberating Effects (ie barbie)
2) Kenneth Clark: (black/white dolls=media affect) 3) Defining, Differentiating, Dividing, and Uniting Effects of Culture Defining Culture |
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-Micro vs Macro-Level Effects
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Micro is Individual or Personal
Macro is Cultural or group |
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The theores that mass media affect people directly are called what?
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Hypodermic Needle, Bullet Theory
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Symbolic Interactionism
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grand as how we give meaning to cultural
symbols and how these symbols inl uence our behavior (symbolic interaction), (Page 360). Ppl give meaning to symbols and see how they interact. (Ie the anthem and the flag, people take off hats, stand with hand over heart, etc.) |
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Social Learning Theory by Albert Bandura
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We see pple doing something and achieving something we want. So, we do what they did. (ie, buy this car and you'll get the girl).
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Gerbner's Cultivation Theory
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We intertwine reality and media (specifically tv) b/c of that we tend not to know the difference. Media = our cultural forum for story tellers, teaches problem solving. 1) how things are 2) how things word 3) what to do about them. Culture = story + messages that govern life.
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Administrative vs Critical Research
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Admin Research asks Qs about the immediate, observable influence of media "does this ad sell cereal?"
Critical research asks— larger Qs about what kind of nation we are building, what kind of ppl we r becoming—would serve our culture better. |
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Transmissional vs Ritual Perspective
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transmissional perspective sees media as senders of information for the purpose of control; that is, media either
have/do not have effects on our behavior. Ritual Perspective: as central to “the maintenance of society in time.” (sees the culturally important content of the ad) (Page 360) |
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Functions of the Media (not in book)
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1. Surveillance
2. Correlation 3. Transmission of Culture 4. Entertainment |
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Functions of the media (not in book)
1) Define Surveillance |
Surveilance: "What's going on?"
(look outside the window, see snow) |
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Functions of the media (not in book)
2) Define Correlation |
Correlation: "How will it affect us?"
(clog roads) |
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Functions of the media (not in book)
3) Define Transmission of Culture |
Transmission of Culture: "How do we get that out to you?" tv, radio, newspaper, etc.
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Functions of the media (not in book)
4) Define Entertainment |
Focuses on media messages and attempts to explain why people use things like put-down humor, suspense, violence, sports casts, etc.
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Cultural history of mass comm
Oral Communication |
Oral Culture: specific, local meaning in lang, knowledge passed orally,Memory is crucial, myth & history intertwined
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Cultural History of Mass Communication pt 2
The invention of written language |
Ideogrammatic (picture-based) Alphabets
Egyptian Hieroglyphics Syllable Alphabet Alphabet that contains words appeared circa 1800 B.C. in Sumeria The Alphabet as we know today appeared in Greece around 800 B.C. |
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Literacy
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Literacy is defined as the ability to effectively and efficiently comprehend and use written symbols
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The ability to write brought about changes in society.
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-Meaning and Language became more uniform
-Comm could occur over long distances -Culture's memory, History and Myth could be recorded on paper |
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Gutenberg Revolution
Johannes Gutenberg's experimentation with moveable type moved society into a new era. |
Johannes Gutenberg's experimentation with moveable type moved society into a new era
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Benjamin Harris
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1st Jailed in London (against the king), -> Colonies "Publick Occurances Both Foreign and Domestick"
4 pages/blank like email. 1 edition shut down defiant w/o official seal. END |
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John Campbell
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2nd. Boston News Letter. Not want to be a journalist, but there was need for news, & trustworthy person run it. @ top "printed by authority" "post master general"
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James Franklin
Ben Franklin |
3rd. New England Current.arrested for "scandalous libels" Agreed to stop publishing negative press, mess up blame Ben Franklin. Franklin negotiates, gets his Philadelphia Freedom/released from apprenticeship.
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Ben Franklin
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4th. Took over the Universal Instructor of All Arts and Sciences and Pennsylvania Gazette, renamed it Pennsylvania Gazette.
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John Peter Zenger
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5th. New York Weekly Journal.Criticized the New York Governor
Was Jailed and represented by Andrew Hamilton The Jury was ordered to find him guilty, they returned a verdict of Not Guilty This case was considered the first major victory for Freedom of the Press |
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Anne Zenger
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Thought to be the true author of the New York Weekly Journal.
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1st major victory for Freedom of the Press
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From New York Weekly Journal, Jury was ordered to find John Peter Zenger guilty for criticizing the governor, but found Zenger not guilty.
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The first Penny Paper
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started by a New York medical student named Horatio Sheppard.
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Benjamin Day
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The first successful Penny Paper New York Sun started in 1833
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Horace Greely
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One of the most influential Penny Press editors and his newspaper the New York Tribune is credited with the famous saying of "Go West Young Man"
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Henry Raymond
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The only New York Penny Paper that still survives today is the New York Times Started in 1851 by a former teacher It was originally named the New York Daily Times
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The Dynamic Nature of Mass Communication Theory
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Mass communication theory is particularly open to paradigm shifts b/c: Advances in technology or introduction of new media change the nature of mass communication.
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Requirement for control or regulation of mass communication
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objective justification.
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Four Eras of Mass Communication Theory
1. Era of mass society theory |
First Era of mass comm theory
magic bullet theory hypodermic needle theory |
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Four Eras of Mass Communication Theory
2. Era of the scientific perspective |
2nd era of mass comm theory
limited effects theories two-step flow theory |
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Limited effects theories
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Era 2 scientific perspective
media influence was limited by individual differences (for example, in intelligence and education), social categories (such as religious and political affiliation), and personal relationships (such as friends and family). (Page 364). |
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Two-step flow theory
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Era 2 scientific perspective
Opinion Leaders —people who initially consumed media content on topics of particular interest to them, interpreted it in light of their own values and beliefs, and then passed it on to Opinion Followers,people like them who had less frequent contact with media ( Figure 13.1 ). (Page 364). |
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Four Eras of Mass Communication Theory 3. Era of limited effects theory
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attitude change theory
reinforcement theory uses and gratifications agenda setting dependency theory social learning theory Eras of Mass Communication Theory (continued) Play Theory Entertainment Theory Social Responsibility Theory |
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attitude change theory
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Because a dime is an inconsequential coin, we perceive it as smaller than it really is, and our perceptions guide our behavior. Even
(Page 360). |
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reinforcement theory
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Klapper. If media have any effect it is only to reinforce preexisting values and beliefs. Family, church, school, and other socializing agents have much more influence.
(Page 357). |
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uses and gratifications
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Uses and Gratifications-individuals take an active role in the communication process and are goal directed in their media behavior (uses). Also assumes that the needs or the motives of an individual can be gratified by alternative media choices (grats).
(Page 368). |
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agenda setting
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argues that media may not tell us what to think, but media certainly tell us what to think about.
(Page 368). |
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dependency theory:
Influence resides in the relationship amonst.... Degree of dependence is key variable in what... People are dependent on media because.... Level of dependency based on.... |
The basis of media’s influence resides in the “relationship between the larger social system, the media’s role in that system, and audience relationships to the media(Page 369).
The degree dependence is the “key variable in understanding when and why media messages alter audience beliefs, feelings, or behavior” (Page 370). modern industrial society we are increasingly dependent on media (a) to understand the social world; (b) to act meaningfully and effectively in society; and (c) to find fantasy and escape or diversion. (Page 370). The degree dependence is the “key variable in understanding when and why media messages alter audience beliefs, feelings, or behavior” (Page 370). |
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social learning/cognitive theory
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people learn through
observation—and applying it to mass media, especially television. Modeling: 1) imitation (exact copy) 2) identification (copy but not exactly). observational (see do), Inhibitory (see neg consequences), disinhibitory (see pos consequences). (Page 370). |
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play theory
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we experience pleasure and seek to repeat and prolong experiences it motivates pple to continue media use. (so people manipulate media to serve their own need.)
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social responsibility theory
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media must remain free of government control but in exchange must serve the public.
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4. Era of cultural theory
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symbolic interaction
social construction of reality cultivation analysis critical cultural theory the Frankfort School British cultural theory news production research |
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cultivation analysis
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people’s ideas of themselves, their world, and their place in it are shaped and maintained primarily through television.
(Page 360). ie. the black guy did it b/c tv told me so. |
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critical cultural theory
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media operate primarily to justify and support the status quo at the expense of ordinary people—is openly political & rooted in neo-Marxist theory. Goal: change gov med policies and cultural systems
(Page 372). |
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The Frankfort School
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neo-Marxism, valued serious art (literature, symphonic music, and theater) and saw consumption of art as a means to elevate all people toward a better life. Typical media fare—popular music, slapstick radio and movie comedies, the sot news dominant in newspapers—pacified ordinary people while assisting in their repression.
(Page 373). |
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British Cultural Theory
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Started WWII now provides a home for much feminist research and research on popular culture both in Europe and in the United States.(Page 373).
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news production research
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—the study of how economic and other influences on the way news is produced distort and bias news coverage toward those in power.1 Personalized news (individ). 2 Dramatized news (hero/villain/conflict/showdown). 3 Fragmented news (perspective and context) 4 Normalized news (system works if pple in power stay in power)
(P 373-74). |
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The Effects Debate
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If there is any effect it is limited 1. make believe 2. just play or entertainment 3. a mirror of society reflecting status quo 4. reinforces pre-existing beliefs of church, fam, school etc. 5. unimportant things fads/fashions
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Assumptions of Critical Research
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1. Media content is a culture’s literature. 2. Media content makes cultural values and the relationship between those values perceptible. 3.Meaning does not reside in the text but is created during the act of “reading.”
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Effects of Media Violence
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stimulation model
aggressive cues model catharsis vicarious reinforcement environmental incentives Who is affected by media violence? (Everyone is affected) desensitization |
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stimulation model
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A direct causal relationship between violent content and aggressive behavior (Page 378).
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aggressive cues model
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suggest that certain classes of people, such as women or foreigners, are acceptable targets for real-world aggression, thereby increasing the likelihood that some people will act violently toward people in these groups.
(Page 378). |
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catharsis
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watching violence in the media reduces people’s innate aggressive drive. (Page 378). (turned out wasn't catharsis but inhibitory effects)
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vicarious reinforcement
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when the bad guys are punished, they are punished by good guys who out-aggress them. (reinforcement is reinforcement aggression = good)
(Page 379). |
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environmental incentives
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ie i learned this was bad (inhibitory) but there is a reward that I want so I will do it anyway.
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Semiotics
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The study of signs-grand as how we give meaning to cultural
symbols and how these symbols influence our behavior (symbolic interaction), (Page 360). 4. Era of Cultural Theory |
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Spiral of Silence
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Elisabeth Noelle-Neumman: Individuals will refrain from giving opinion if differs from dom opin of group for fear they will be removed.
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Diffusion of Innovation Theory
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Everett Rogers:the process by which an innovation travels through channels over time among members of social system: innovators-> early adopters-> early majority-> late majority-> laggards
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