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52 Cards in this Set
- Front
- Back
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Cultivation - Why was it TV specific at the start?
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-Television is "society's institutional storyteller."
--An agent of socialization - competes with the family, church, and other major agents -TV sees the world in a certain way - presents certain values, and these values/perspectives can often run counter to those offered by other socialization agents. |
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Mean World Syndrome
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-World as presented on TV is violent, higher level of violence than what is actually being engaged in the real world
-Heavy viewers will encounter this violence and adopt mindset that the world is more violent than it is -The effect is enhanced more if heavy TV viewing is combined with limited interaction in the real world (older age get out less, watch more TV) |
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Mainstreaming
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-Over time, heavy TV viewers adopt similar view of the world - this is the mainstreaming
-Worldview focuses on a need or safety/security -Can impact range of socio-political orientations |
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Alterations to Original Mainstreaming Theory
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-Genres do matter
-Extend to other media forms (Internet) -Focus on more than just violence - sex roles, the environment, racial stereotypes |
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Catharsis
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-Vicariously participating in others fictional hostility or aggression enables drama watchers, readers or listeners to be purged of their anger and hostility and thereby become less aggressive.
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Disinhibition
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-Watching, reading or listening to media violence may serve to undermine learned social sanctions against using violence that usually inhibit aggressive behavior.
-Less restricted after prolonged exposure. |
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Imitation
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-Humans have evolved an advanced capacity for observational learning that enables them to expand their knowledge and skills on the basis of info conveyed by modeling influences
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Behavioral vs. Cognitive vs. Emotional
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-Behavioral deals with catharsis, disinhibition, imitation and desensitization
-Cognitive deals with cultivation's Mean World Syndrome, and Priming, which deals with seeing violence which makes you think violent thoughts - go beyond just what is offered in the media message. -Emotional deals with the Affect as Phasic - immediate emotional bursts - anger, joy, etc. and Affect as Tonic - mood states - general levels of excitation |
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Sex and Porn Affects
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-Physical arousal, imitation, perceptions of others, perceptions of general sexual activities of others, and perceptions of risky sexual behaviors, fetish lifestyles
-Focus is overwhelmingly on males because about 95% of market for porn is male -However, there have been porn studies on women, have been general changes in porn. |
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Context Analysis - Violence and Sex
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-Presented in movies/prime time TV (surprisingly stable - not a steady increase)
-Exploitation of Women/Objectification of Women - Influence on perceptions of women's rights, etc. -Presentation of sexual fantasies (e.g. rape myths) and their influences |
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Audience as a Mass
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-Key Question: "What media do people consume?"
-Assumption: Audience as passive |
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Audience as Agent
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-Key Question: "What do people do with media?"
-Assumption: Audience is active |
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Audience as Outcome
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-Key Question: "What do media do to people?"
-Question needs to be addressed by placing role of media in its proper context -Concerns effects-based research |
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Selective Exposure
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-There is a need for consistency
-You will tend to gravitate toward that which already reflects your given way of looking at the world/that which you know and connect to. -However, not necessarily the case that you run away from that which runs counter to your personal perspectives when you encounter this material. |
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Reciprocity between Gratifications sought and Gratifications obtained
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-Reciprocal relationship between the two establishes the foundation for your media consumption - predictable patterns of consumption over time.
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Media System Dependency
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-***Diagram
-Each of the four blocks form relationship of mutual influence -Media, Government, and Promotion influence "the people" -However, "the people" influence media, government, and promotion as well |
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Uses vs. Gratifications
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-Middle Range Needs
-Safety - Understanding (Info) -Entertainment - Basic Hedonistic Principle -These types of needs can be gratified in a number of ways, and one way is through various types of media use |
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Cross Cultural Differences
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-The relative strength of the various relationships and the relative balance of the mutual influence varies from one governmental/financial system to another
-More state control versus more private control will alter the relative strength of the relationships, but these paths of influence still exist to some degree. |
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Six Groups
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-Innovators, early adopters, early majority, late majority, laggards, persistent skeptics
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Role of Communication of the Six Groups
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-Communications plays a role at each of these stages.
-Generation of awareness, creation of hype, promotion -Function largely in non-media environment for innovators -Event planning often comes into play for early adopters phase (media coverage of events in more elite outlets) - fashion shows -True mass media (e.g. advertising) begins at the early majority phase and continues on through the remaining groups, but interpersonal (word of mouth) still plays a very important role |
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Steepness of S-Curve
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-Very important - tracks the overall adoption over time - the # of people adopting the innovation
-What we care about most is the steepness of the curve -The steepness of the curve represents how quickly the innovation is being adopted -The steeper the curve, the quicker the adoption -Some innovations grow to maturity very quickly - move through to the late majority very quickly - while others move very slowly |
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What influences adoption rates?
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-Is it compatible with existing lifestyle or value system?
-How simple is the innovation? If it is tangible, is it easy to use? If it is abstract, how parsimonious is the idea? -Could there be a trial period? Any risks involved with trial? -Are there directly observable results? -Look @ evolution example! -Look @ debate questions! |
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30 Year Rule
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-It takes an average of thirty years for a new idea or innovation to fully "seep" into a culture
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Spiral of Silence
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-If people who perceive themselves to be in the minority (whether they are or are not) do not voice their opinion, than it becomes all the more likely that what is perceived to be the dominant opinion will become so over time.
-If you never hear the minority view, than a one sided opinion environment is introduced -One sided message environments can induce attitude shifts - those who perceived themselves to be in the minority began to adopt the majority opinion |
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Fear of Isolation
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-Fear of Isolation is the drive mechanism for the spiral of silence
-We fear isolation from the collective, so we will tend to voice only those opinions which we perceive to be in the majority -Otherwise, we would be ostracized from the collective |
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Hard Cores and Avant-Garde
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-Hard Cores: These are people who care deeply about a given issue/topic and will voice opinion regardless of whether they feel they are in majority/minority
-Avant-Garde: They are people who feel they are ahead of the curve in their attitudes and perspectives and will voice opinions as a part of their role display (how minority opinion is constantly being introduced) |
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Evidence of Spiral
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-Has been found to exist many times over within Germany - replicated fairly consistently
-Much less evidence of Spiral of Silence effects in US -Some evidence in Argentina, Mexico, Singapore, South Korea -Overall, rather mixed |
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Willingness to Self Censor
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-You are all born with a certain willingness to self sensor, but we vary along a continuum
-Some people are brutally honest (i.e. low willingness to self sensor) -Some people are quite willing to mask the presentation of their thoughts/opinions (i.e. high willingness to self censor) -There are also major cultural differences -Mix of nature and nurture |
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News Media Bias
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-Some elements of SoS raise the issue of media bias
-There have been many studies on U.S. news media bias and there is clear evidence that no biases exist in news media coverage of a wide range of issues -No solid empirical evidence of a "liberal media bias" in this country |
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Watch dog vs. Guard dog
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-Basis of common conceptualization of role of press as a watchdog for humans.
-Best interest of the public? -Press is guard dog for powers that be, owned by the elite. |
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Form vs. Content
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-McLuhan argued that the message (i.e. content) has relatively little impact (individual level and short term)
-True influence of media stems from shifts in dominant forms of communication, not the messages provided through the various media forms -"These media create environments that numb our powers of attention by sheer pervasiveness" |
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Figure and Ground
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-Gestalt Psychology
-Intricate relationship between the two - can't have one without the other |
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How and Cool Media
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-HOT: those which provide a great deal of info to a single sense (e.g. radio - audio)
-COLD: those forms which provide relatively weak info to more than one sense (e.g. TV - audio, visual, and tactile) |
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Media Revolutions
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-Oral to Print
-Print to Electronic -Electronic to Digital |
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Influence of TV
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-Window to the backstage
-Front stage and back stage - breaking of the physical barrier |
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Living in the Middle Region - Impact
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-Changes in these relationships is due to each of us living in the middle region relative to one another
-The middle region consists of elements of both the front/back stages -Alters how we interact with each other |
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Info Worlds - Merging and Separation
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-Each of us live within certain info worlds
-How close or distant our info world is from another info world will impact whether there is a traditional front stage/back stage interaction or an interaction that plays itself out in the middle region |
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Symbols - Why Important?
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-The study of anything that can stand for something else - Semiology
-Interpretive and Critical - often deals with power relationships (i.e. how dominant views are perpetuated) |
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Sign, Signifier and Signified
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Sign- It is the combo of the signifier and the signified - not simply additive
Signified - This is the meaning which has been constructed/given to the sign Signifier - The physical object - concrete - that which we can take in through our sense - experience in real form or through some mediated communication experience |
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Icon vs Index vs Symbol
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Icon- You can have a signifier that is a direct physical representation of the signified (an actual fire)
-Index - The signified influences the signifier - you do not see the fire, but it is creating the smoke - so when you see smoke, you think fire - fire is still just symbolic (you are not actually seeing it - lets say from some distance - you just see the smoke plume, but it symbolizes fire for you) Symbol- An arbitrary relationship between signifier (the actual letters) and the signified (combustion) |
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Evolution of Symbols
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-There is a residue as a symbol evolves - the old sign works its way into the new sign
-The former sign becomes the signifier that works into the building of the new sign |
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Power in Cultural Studies
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-Who has it and how is communication used to maintain it (media - control of masses)
-Who (i.e. the oppressed) needs tools of interpretation to try and gain power? -All content is ideological - use of images and concepts through which we try to make sense of our social existence |
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Underlying Motivations of Cultural Studies
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-Seeking POWER - making people recognize power differentials
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Branding - Psychological & Physiological Characteristics
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Psycho- The meaning you associate with the object (e.g. reliability)
Physio- Some physical element or trait of the object being promoted (e.g. quality engineering) |
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Lifestyle
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-Everything that is promoted to you is offered within the context of a lifestyle
-Branding has a goal of establishing lifelong commitments -The only way to establish true brand equity is to promote not only a single product, but an entire lifestyle |
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Product Placement
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-Object could simply be offered in the background - no real engagement by major actors in the various story-lines but the object is not serving as an agent within the story
-Object is a main actor in the story-line - serves to move the story along |
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Entertainment & Strategic Communications
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-Entertainment programming for the purpose of promotion - start much earlier in the creative process
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Development Stages of New Technology
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-First Decade: lots of excitement, lots of puzzlement, not a lot of penetration
-Second Decade: lots of flux, penetration of the product into society is beginning -Third Decade: "Oh, so what? Just a standard technology and everybody has it." |
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Technomyopia
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-Strange phenomonon that causes us to overetimate the potential short-term impacts of a new technology. And when the world fails to conform to our inflated expectations, we turn around and underestimate the long-term implications. First we over-shoot, then we under-shoot.
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Suppression of Radical Potential
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-Applies the brakes that slow the disruptive impact of a new technology upon the social or corporate status quo, and arise from the catagories of a. Needs of companies b. Requirements of other technologies c. General Social Forces d. Regulatory and legal actions
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Mediamorphic Process
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-The transformation of Communication media, usually brought about by the complex interplay of perceived needs, competitive and political pressures, and social and technological innovations.
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Convergence
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-The idea that diverse technologies and forms of media are coming together now seems almost commonplace, but not so long ago was it considered quite visionary.
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