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80 Cards in this Set
- Front
- Back
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What are the five features of an effective slogan
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Memorable, A slogan should recall the brandname, should include a key benefit, differentiate the brand, impart positive feelings for the brand
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define: Internet
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Vast network of telephone lines, wireless connections and satellite connections that carry computer coding/information worldwide.
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Define: Word Wide Web
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linking system that allowed computer accessd info to link no matter the location via the internet
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Define: Rating reveiw site
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Contribute to knowledge, recommend products, share information
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Define: Community News site
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Niche segmented, recommend, rate news stories, audience acts as author and source of info, interaction with news
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Define: ARPAnet
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original internet database for dense department in the 60's, dedicated to share defense research and information. Decentralized design in case of attack, traffic less likely, impervious to problems
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Define: Crowdsourcing
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The act of outsourcing tasks, traditionally perfromed by an employee or contractor to a large group of people or community through an open call.
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How has new media altered the distribution, formats, competition and advertising environments of traditional media:
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New distribution forms like downloads, online storefronts, video streams, audio streams etc. New forms of content for news, cell advertising, news competition of news through blogs, portal sites. New advertising avenues like google ad words etc.
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Why was the internet originally created, how did its design reflect its purpose
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The internet was originally created by the government though an organization called ARPA in an effor to increase telecommunications with an attack proof structure (decentralized) back by the military. Easy to maintain in the even of an attack and disaster.
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What are the three communication models we discussed in class. Which one associate with Internet/new communication technology.
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Traditional Media Model, Traditional (2-way) Model, Audience Centered Model
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Define: Traditional Media Model
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A one way direction media information source.
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Define: Traditional Media Model (2-way)
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Limited 2 way model with feed back loop interpreted by the creator/distributor of the original message.
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Define: Audience Centered Model
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Multi-directional interactive messages that can come from media or audience and share messages. Participation @ higher rates than ever before. This is the one associated with Internet/new communication technology.
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Beyond being a recipient of messages, what are four ways that audiences now can participate in the communication process using new media
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1) respond immediately w/info, surveys, orders ( purchases/ e-commerce)
2.) Seek information elsewhere-search engines, online encyclopedias, sponsored sites 3.) Share information with other- Viral sharing, wiki sites, forums, chats, collaboration, problem solving, rating and review sites, community news sites. 4.) Produce own messages- social networks, fan sites, citizen journalism via blogs podcasts, virtual worlds. |
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What is the concept of User generated content and how has the internet played a role in its evolutino
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With the rise of the audience as the author and becoming increasingly important sources of information in teh media. internet has played a role because it is fully interactive and allows freedom on all aspects of distribution.
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Examples of user generated content
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personal network, citizen journalism, blogs, virtual worlds, videos, music , social sites
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Define: Digital divide, What challenged does it pose for democracy
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Refers to the growing contrast between the information haves, those who can afford to purchase computers and pay for internet and the information have notes ,those who may not be able to afford a computer or pay for internet
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Define Net Neutrality and its arguments
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Every website, ones owned by corporations and ones owned by individuals do and should continually have equal internet speed access. Major Telephone companies want to dispose net neutrality to make access less equal, get more money, small business, innovators, itunes, gamers, educators bloggers non profits and many more need net neutrality to continue working
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Define: Industrialization
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Factory system, corporation, bureaucracy, social differentiation (late 19th) century
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Define: Urbanization
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Cities/towns develop, population increases, social differentiation
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Define: Modernization
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innovations, time scheduling, consumption, media dependence
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Define: Walter Lippmann
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Wrote Public Opinion in 1992, assumption was that public opinion was flawed becaue media gave skewed information, public opinion could be manipulated. Lippmann was concerned the public couldn't tell teh truth from the lies
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Define: Opinion Leaders
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The agent who interprets the meaning of media in the two step flow of communication
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Define: Two-step flow
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ideas flow from mass media to opinion leaders and from them to the wider population ex. tennis ball example in class
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Define: social learning theory
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1) Attention: the subject must attend to the media and observe the negative/aggressive behaviors
2) Retention: the subject must retain the memory for later retrieval 3) Motor reproduction: the subject must be able to physically imitate the behavior 4)Motivation: there must be a social reward or reinforcement to encourage modeling of the behavior |
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Define: Spiral of Silence
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the theory links the mass media, social psychology, and the formation of public opinion. The theory proposed that those who believe that their views on controversial issues are in the minority will keep their view to themselves. IE become silent for fear of social isolation
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Define: null effects
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a hypothesis that may be falsified using a test of observed data, this measures probability and assumes that the hypothesis's are true
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Who was Rene Descartes and what did he have to do with media effects research
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The father/foundation of enlightenment, saying reason can deliver us to truth, challenged faith in powerful authority.
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Define: Mass Society. What influence did this idea have on assumptions about media effects
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Process of changing social organization that occurs when industrialization, urban and modernization takes place. Increasing modifying the social order. Media was believed all powerful, research tries to understand and explain the predicted effects of mass media
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Define Powerful effects era
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1900-1940, concept of powerful media affecting weak audiences. Ex) Propaganda, magic bullet theory, direct effects like war of the worlds radio broadcast.
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Define: Limited Effects
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media alone cannot cause people to change attitudes/behaviors people used media to gain gratification or escape in other words, people have exposure attitudes. Ex.) 2 step theory
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Define: Complex Strong effects
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found that media effects were more difficult to study with the constant flow of media, agenda setting, and media telling us what to think about, the social learning theory, cultivation.
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Define: Magic Bullet
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When a message is shot directly unsuspecting victims
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Define: Hypodermic Needle
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The concept of powerful media affecting weak audiences (used in powerful effects era)
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What are seen as the four trends behind the development of modern media research
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Recognition of power propaganda, recognition of public opinion, social psychology studies, market research.
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What was the significance of Orson Welles, War of the Worlds broadcast to media research? Why did people panic?
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He made the broadcast, caused over 1 million people to panic because they believed it was real, it was high quality, it was a time of war and the lack of knowledge regarding the broadcast.
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Define: Uses and Gratifications Research. What media era is it associated with?
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In the 60's the media research moved away from the notion that audiences being the victims and focused on the gratification, by satisfying needs. Learning habits is fueled by positive reinforcements. Media provided arousal relaxation, escape and passing time.
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Define: Agenda Setting ( what media research era is it associated)
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Agenda setting is the idea that when mass media focus their attention on particular events/issues they determine the topics of discussion among the public, they tell us what to think about, not how to think. (associated with the Complex Strong Effects)
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Define: Cultivation (which media research era is it associated)
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Cultivation, says heavy viewing of TV leads to perceive world in ways consistent TV portrayals, tends to shape their beliefs and values. (associated with complex media effects era)
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Define: Base
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Economic base of Jiffypop model of how world works. Factory system and industry made us modern, media is now a part of both.
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Define: Superstructure
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Determined by economic base, few winners and a lot of losers = stores media and schools.
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Define: Com-modification
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State one of culture industry- art being taken from us and resold back in the form of a commodity or authentic experience
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Define: Manufacture of consent
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Although media appears to be fare, its a business and really keeps accuracy and others out of the debates, keeps those in power and establishes safer business.
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Define: Framing Devices
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The use of a frame to shift focus to what the media wants to be viewed
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Define: Semiotics
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The study of everything that can be used for communication, rules that govern their use, how those in pwer are still in power, reflects societal structures.
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How have Marx's ideas influenced critical media scholars?
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His ideas influenced critical media scholars because he question descartes and argued that in the west we live in an industrial, urban modern world. Media is part of the process that is keeping us from climbing the pyramid. Society has a tendency to rob us of what we would normally attain.
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What are the Frankfurt School scholars known for?
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Known for applying marx's theory, interested in people in power. Mass culture/media play a part in people in power.
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What are the culture industries and how do mass media play a role
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The system of cultural production dominated by film , radio, boradcasting, newspapers, magazines controlled by advertising and commercial goals served to create sub service to the system of consumer capitalism.
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Who is Noam Chomsky? What role does he believe media believe play in the manufacture of consent
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Looked at the way media/pr operates, efforts to marginalize control public, agenda setting, how it controlled opinions. Questioned assumptions of media being a "check system" He attacked the abuse caused by those in power.
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Todd Gitlin made an argument about the way the news media covered a Vietnam war demonstration in DC. What was he concerned about?
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He was concerned that media framing strategies where influencing an incorrect overall meaning.
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What is Cultural studies. How does this approach differ from media effects research.
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In media research, the approaches that try to understanding how the media and culture are tied to the actual patterns of communication used in daily life; these studies focus on people make meanings, apprehend reality, and order experience through the use of stories and symbols
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Who was F.R. Leavis and what role did he play in the evolution of cultural studies.
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He was an English critic who worked to improve the underclass with high culture
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Define James Carey's ritual vs transmission view of communication
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Communication is assumed to be about moving, meaning from one place to another, like a package
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Roland Barthes argued that people "play" with media in meaningul ways and this can lead to "polysemy". Can you define those terms? What did Barthes believe?
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1) Play with media: combining and changing ideas to fit our own needs
2) Polysemy: Having multiple meanings |
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Who was Janice Radway and what did she study?
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A research of those who read romance novels, found that readers use the novels as an escape
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What is microlit and in what country did it originate?
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Microlit is reading short literature stories via cell phone text, originated in Japan
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Who most frequently challenges books to have them removed or restricted from access
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Parents
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what are some of the most common reasons books are challenged
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They include, rape, racism, offensive language, violence, unsuitable for targeted age group.
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What is the most frequently challenged book series of the 21st century. Why? What were the 1st and 2nd most frequently challenged books of 2009? Why?
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Harry Potter is the most challenged book for wizardry and magic, anti family themes. The number one book of 2009 is Comp Confidential, and number 2 is "and tango makes three" it is about gay penguins
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What is illiteracy
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The inability to read/write
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What is Functional Illiteracy
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Still have the ability to read and get by day to day activities but it still proves to be difficult
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What percentage of high school graduates in the US is considered functionally illiterate
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20%
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What is Media Literacy
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The ability to understand and make productive use of media
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What are Potters four dimensions of media literacy and briefly define each
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Cognitive, Emotional, Aesthetic, Moral
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What is the Knowledge gap?
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Knowledge gap between teh haves and the have nots based on their status and location in the world
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What did research reveal about the effectiveness of sesame street.
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It widened the differences between advantaged and disadvantaged children
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According to the critics, what has been the impact of modern media on the quality of democratic debate and discussion in our society?
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Media has allowed the public to become more involved in politics, discussion of issues and the campaigning and voting process
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What were Jurgen habermas's criticisms of how the modern mass media have disrupted or negatively affected political debate int the public sphere
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That they reinforce supporters, sway narrows range of undecided voters, and focus on character not issues
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What was Walter lippmann's view points in the debate between him and John Dewey.
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Walter Lippmann: the public is disinterested and cynical, willing to delegate decisions to experts resulting in the phantom public
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What was John Dewey's viewpoin in the debate between him and Walter Lippmann
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John Dewey: Said discussion is a vital habit of democracy that requires citizens to participate in the great conversation
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What E strategies were developed and used by the Barack Obama campaign for fund raising during the 2008 presidential race?
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User set donation service, e donation options on most major sites
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What is the CNN effect and how has it changed our system of governance
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A theory that postulates that the development of the 24 hour international television news channel had a major impact on the conduct of states foreign policy n in the late cold war period
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What is horse race reporting
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The reporting style that covers elections and debates as a race/game. It is extremely easy to research, write and safe to cover
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What does Economist Douglas North argue about institutions in new media
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He uses the analogy that institutions are the rules of the game in a society. Institutions define and limit the set of choices of the individual
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Define: Formal Controls
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Cultural values influencing audience expectations for the news media ( ex. first amendment, legislative actions, court rulings, regulation of agencies)
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Define: Informal Controls
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Audience power to influence rules (media is market driven, politically sensitive.)
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When is it legal for the US to engage in prior restraint of noncommercial speech in the American Media
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It if poses serious or grave threats to national security.
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How does proof of Libel or defamation involving public figures differ with defamation of character invovling private persons. What must plaintiffs prove in each situation
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Private: Citizens with "ordinary" jobs within the city. They must prove that 1.) the statements in false 2) that the damges or injury did occur, 3)the broadcaster failed to determine truth to the public. Celebrities seem to throw themselves in teh spotlight, but the steps that the plaintiffs must take are the same as above, the investigation must be more in depth and concrete
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what are the three parts of the legal definition of obscenity determined by the Miller Test.
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The average person finds the material of prurient interest, the material depicts of describes sexual conduct, the material lacks serious literary, artistic, political or scientific value
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What are the shield laws?
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Laws protecting the confidentiality of key interview subjects and reporters rights not to reveal the sources of controversial information in news stories. Protecting this confidentiality of key sources maintains credibility, protects source from retaliation and serves the public with information that might not be usually shared.
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