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60 Cards in this Set
- Front
- Back
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Argument: Media content has limited impact on audiences because we knowit isn’t real |
Counter arguments: o News is real o advertisements are supposed to tell the truth o kids confront the world through television = the early window (of social learning), o to enjoy media, we willingly suspend disbelief |
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Argument: Media content has limited impact on usbecause it is only play or entertainment |
Counterarguments o News is not entertainment o Even if media are for recreations, recreation isvery important to the way that we develop our knowledge for ourselves and theworld |
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Argument: Media only affect unimportant thingsin our lives, such as fads and fashions |
Counterarguments o Fads and fashion are not unimportant o If media influencesonly unimportant things, why are billions spent on media |
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Argument:if media has any effect at all, they are not the media’s fault. Media simplyholds a mirror to society and reflects the world as it is |
Counterargument: o Media = a very selective mirror. Some things arevery represented, and some are underrepresented. Some things disappearaltogether. o Chicago Tribune example: one person shot inwhite neighborhood (370 words), four people shot in black neighborhood (23words) |
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Administrative Research |
asks questions about the immediate, observable influence of mass communication |
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Transmission Perspective |
a linear, sequential model of the effect of communication |
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Ritual Perspective |
-representation of shared belief -creation of culture -shaping and reinforcing cultural values |
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The Era of Mass Society Theory |
media are corrupting influences, undermining the social order |
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Hypodermic Needle (Magic Bullet) Theory |
media are a dangerous force that directly penetrates a person's system |
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The Era of Scientific Perspective |
media influence was limited by individual differences, social categories, and personal relationships (e.g. War of the Worlds - Martians had begun invasion of Earth, freaked people out) |
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Lazarsfeld's Two-Step Flow Theory |
media message affects the opinions of leaders, whose opinions affect opinions of followers ("social context of interpretation") |
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Social Cognitive Theory |
people copy behaviors they see, imitate it, and identify with it (observers do not always have to copy what they see, but sometimes make a related response - identification) |
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Observational Learning |
knowing how to shoot a gun without ever having done so in real life |
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Inhibitory Effect |
hearing about a car accident will make you a more careful driver |
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Disinhibitory Effect |
you may be rewarded by doing something bad (hazing) |
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Attitude Change Theory - Dissonance Theory |
when confronted by conflicting information, people experience mental discomfort and they consciously and subconsciously work to reduce that conflict through 3 selective processes... |
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Selective Exposure |
people expose themselves to only those messages consistent with their preexisting attitudes and beliefs |
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Selective Retention |
people remember best those messages that are consistent with their preexisting attitudes ad beliefs |
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Selective Perception |
people interpret messages in a manner consistent with their preexisting attitudes and beliefs |
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Uses and Gratification Approach |
claims that the media does not do things to people; rather that people do things with media |
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Dependency Theory |
people become dependent on media to understand what is going on around them, to learn how to behave meaningfully, and for escape |
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The Stimulation Model |
direct casual relationship b/t violent content and aggressive behavior |
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Aggressive Cues Model |
Media portrayals suggest that certain classes of people are acceptable targets for real-world aggression (blacks, women, etc) |
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George Gerber |
guy who we watched a film about, studied violence and cultivation |
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Cultivation Theory |
heavy exposure to media, namely TV, creates and cultivated attitudes more consistent with a media conjured version of reality than that of real-life |
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Mainstreaming of Reality |
moving individuals toward shared, television-created understanding of how things are |
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Mean World Syndrome |
we live in a world in which we are less trusting of our neighbors and more accepting of violence in our midst, due to media (this is politically exploitable) |
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Marshal McLuhan |
The medium through which a message is presented communicates an idea independent from its content - Who? |
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Symbolic Interaction |
cultural symbols are learned through interaction, and then help mediate that interaction |
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Product Positioning |
ads encourage the audience to perceive their products as symbols with meaning beyond the products' actual function |
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Stereotyping |
application of standardized images to members of certain groups, usually based on limited information |
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Early Window |
the idea that media give children a window on the world before they have the critical and intellectual ability to judge what they see |
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Willing Suspension of Disbelief |
audience practice of willingly accepting the content before them as real
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Micro-Level Effects |
effects of media on individuals
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Macro-Level Effects |
media's widescale social and cultural impact
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Critical Research |
studies of media's contribution to the larger issues of what kind of nation we are building, what kind of people we are becoming
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Mass Communication Theories |
explanations and predictions of social phenomena relating mass communication to various aspects of our personal and cultural lives |
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Cultivation Analysis |
the idea that television "cultivates" or constructs a reality of the world that, although possibly inaccurate, becomes the accepted reality simply because we as a culture believe it to be the reality |
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Middle-Range Theory |
ideas that explain or predict only limited aspects of the mass communication process |
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Grand Theory |
a theory designed to describe and explain all aspects of a given phenomena
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Limited Effects Theory |
media's influence is limited by people's individual differences, social categories, and personal relationships
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Opinion Leaders |
people who initially consume media content, interpret it in light of their own values and beliefs, and then pass it on to opinion followers |
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Opinion Folowers |
people who receive opinion leaders' interpretations of media content
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Reinforcement Theory |
Joseph Klapper's idea that if media have any impact at all, it is in the direction of reinforcement
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Agenda Setting |
the theory that media may not tell us what to think, but they do tell us what to think about
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Modeling |
in social cognitive theory, learning through imitation and identification
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Imitation |
in social cognitive theory, the direct replication of an observed behavior
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Identification |
in social cognitive theory, a special form of imitation by which observers do not exactly copy what they have seen, but make a more generalized related response
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Cultural Theory |
the idea that meaning and therefore effects are negotiated by media and audiences as they interact in the culture |
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Critical Cultural Theory |
idea that media operate primarily to justify and support the status quo at the expense of ordinary people |
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Neo-Marxist Theory |
the theory that people are oppressed by those who control the culture, the superstructure, as opposed to the base |
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Frankfurt School |
media theory, centered in neo-Marxism, that valued serious art, viewing its consumption as a means to elevate all people toward a better life; typical media fare was seen as pacifying ordinary people while repressing them
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British Cultural Theory |
theory of elites' domination over culture and its influence on bounded cultures
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News Production Research |
the study of how economic and other influences on the way news is produced distort and bias new coverage toward those in power |
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Meaning-Making Perspective |
idea that active audience members use media content to create meaning, and meaningful experiences, for themselves
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Social Construction of Reality |
theory for explaining how cultures construct and maintain their realities using signs and symbols; argues that people learn to behave in their social world through interaction with it
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Typification Schemes |
in social construction of reality, collections of meanings people have assigned to some phenomenon or situation
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Catharsis |
theory that watching mediated violence reduces people's inclination to behave aggressively
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Vicarious Reinforcement |
in social cognitive theory, the observation of reinforcement operates in the same manner as actual reinforcement
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Environmental Incentives |
in social learning theory, the notion that real-world incentives can lead observers to ignore negative vicarious reinforcement
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