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17 Cards in this Set

  • Front
  • Back
Who owns CBS?
Who owns ABC
Who owns NBC?
Who is the world's largest media concern?
What is the nation's largest newspaper chain?
possible reasons for the knowledge gap
Difference in communication skills
Difference in previous knowledge
Disinterest or incompatible interest
Media is geared to people of higher status
Variables determining knowledge gap
interest, access, motivation
What is the largest predictor of aggressive behavior?
Children who watched more violent TV in 3rd grade were more likely to exhibit aggressive behavior at 19.
McLuhan's Media Determination
media affects habits of perception and thinking, print media emphasizes linear, sequential and logical thinking, visual media restores sense ratios used by primitive people
post-literate generation
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
What is synthetic experience?
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
What are possible effects of synthetic experience?
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
What steps are used by successful campaigns?
The objective is spelled out clearly
Target audience is pinpointed
Works to overcome audience indifference
Relevant themes stress the message
Gerbner's Cultivation Theory
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
criticism for Gerbner
did not control for other variables
Limited effects model
media effective at informing, but not at changing attitudes Hovland's army studies, Mr Biggott cartoons, election studies
power effects model
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)