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17 Cards in this Set
- Front
- Back
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Who owns CBS?
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Viacom
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Who owns ABC
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Disney
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Who owns NBC?
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GE/Vivendi
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Who is the world's largest media concern?
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Time-Warner
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What is the nation's largest newspaper chain?
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Gannett
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possible reasons for the knowledge gap
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Difference in communication skills
Difference in previous knowledge Disinterest or incompatible interest Media is geared to people of higher status |
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Variables determining knowledge gap
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interest, access, motivation
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What is the largest predictor of aggressive behavior?
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Children who watched more violent TV in 3rd grade were more likely to exhibit aggressive behavior at 19.
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McLuhan's Media Determination
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media affects habits of perception and thinking, print media emphasizes linear, sequential and logical thinking, visual media restores sense ratios used by primitive people
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post-literate generation
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Part of McLuhan's theory, says that children are becoming more third world and their brains are wired differently from their parents, they think differently
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What is synthetic experience?
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synthetic experiences are TV's special effects, such as altered speed, instant replay, instant jump from one place or situation to another, neat resolution of conflict
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What are possible effects of synthetic experience?
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Low tolerance for boredom and inactivity
heightened expectation of high level performance Expectation of quick, neat resolutions Misperceptions of certain physical and social events Limited contact and superficial view of one's environment |
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What steps are used by successful campaigns?
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The objective is spelled out clearly
Target audience is pinpointed Works to overcome audience indifference Relevant themes stress the message |
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Gerbner's Cultivation Theory
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developed to explain effects of viewing on perceptions, attitudes and values, tv cultivates a common worldview, particularly heavy viewersd have a heightened sense of risk
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criticism for Gerbner
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did not control for other variables
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Limited effects model
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media effective at informing, but not at changing attitudes Hovland's army studies, Mr Biggott cartoons, election studies
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power effects model
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media can sometimes effect attitudes national driver's test (more people enrolled in driver's ed) a snort history (drinking and driving) great american value test (causing people to see inconsistencies in values prompted change)
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