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27 Cards in this Set
- Front
- Back
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Paradigm |
A model or pattern used to analyze something: -Paradigms help us (1) generate concepts that are helpful in understanding media behavior, (2) provides us with a consistent perspective from which to examine mass communications, and (3) helps us identify what is and is not important in the process |
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Functional Approach (Paradigm 1) |
Emphasizes the way that audiences use mass communication and looks at the benefits and drawbacks of media consumption |
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Critical/Cultural Approach (Paradigm 2) |
Uses the techniques of the humanities, such as the analysis of texts and the deconstruction of messages, to examine the underlying power relationships in media exposure and stresses the many interpretations that audience members find in media content |
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Empirical Approach (Paradigm 3) |
Uses the techniques of the social sciences, such as surveys and experiments to investigate the cognitive, attitudinal, and behavioral effects of mass communication |
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Macro analysis |
A viewpoint that focuses on the apparent intention of the mass communicator and emphasizes the manifest purpose inherent in media content |
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Micro analysis |
A viewpoint of the individual receivers of the content (the audience) and ask them to report how they use mass media |
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Dysfunctions |
Harmful or undesirable consequences that come from mass communication |
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Surveillance |
Refers to what we popularly call the news and the information role of the media (Ex: CNN, Fox, MSNBC). Through the use of surveillance, (1) news travels faster, and (2) authenticity is lost, ex: man on the moon stunt |
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Beware Surveillance |
Media which informs us about threats from terrorism, hurricanes, economic depressions, or military attacks |
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Instrumental Surveillance |
Less intense news (news about stocks, fashion, new films, etc) |
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Interpretation |
Provides facts and meaning behind the facts presented (ex: critics, consumer reports). Consequences of this method include: (1) many points of view that are accessible at once (2) validity of these points of view |
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Linkage |
Joining different elements of society that are not directly connected (ex: telethons for cancer research funding). Can also occur when geographically separated groups are linked together. ***Think the internet*** (online communities linked together) Consequences: Internet terrorism |
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Socialization |
The ways an individual comes to adopt the behavior and values of a group (media does this by portraying our society, ex: mom's are supposed to be nice, nurturing in clean) Consequences: Values and experiences are promoted by big organizations which may encourage the status quo, and societal norms |
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Uses and Gratifications Model |
A model that shows that audience members have certain needs or drives that are satisfied by using both media and non media sources; is made up of six gratifications |
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Cognition |
Coming to know something, using the media to satisfy a desire for general knowledge |
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Diversion |
Stimulation, relaxation, or emotional release (a distraction nonetheless) |
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Social Utility |
The media provides a common ground for social conversations, and activities (such as going to the movies) |
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Parasocial relationship |
Developing a relationship or friendship with media characters |
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Affiliation |
Sense of belonging or involvement in a social group (Think Facebook, Twitter) |
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Expression |
Need to express one's self, (blogging, MySpace) |
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Withdrawal |
Media can be used to be a buffer between a person and society, or activities |
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Culture |
Is a complex concept that refers to the common values, beliefs, social practices, rules, and assumptions that bind a group of people together |
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Text |
Is an object of analysis |
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Ideology |
A set of specific set of ideas or beliefs regarding social and political subjects. (Mass communication has messages that contain ideologies in them) |
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Hegemony |
Hegemony creates the positions of the superior and inferior, this division is continuously being negotiated through interpretations of meaning |
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Meaning |
Interpretations that the audience takes away from the text |
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Frankfurt School |
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