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85 Cards in this Set
- Front
- Back
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The Information Problem
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We are exposed to so much media that we automatically process it which allows the media to condition our thought processes
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Automaticity
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most of information that comes through media is automatically processed unconsciously- a state where our minds operate without any conscious effort from us.
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How did automaticity develop in society?
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We were faced with the challenge of making selections from an overwhelming number of messages and an increasing flood of information so we put our minds on automatic pilot where our minds automatically filter out almost all message options.
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Advantages of automaticity
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It helps us get through a great many decisions with almost no effort.
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Disadvantages of automaticity
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We may be missing a lot of messages that might be helpful or enjoyable to us.
Subject to manipulation |
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Media Literacy
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A perspective from which we expose ourselves to the media and interpret the meaning of the messages we encounter.
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Building Blocks of Media Literacy
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Personal locus- energy, your plans, goals, drives
Knowledge Structures- organized information in a person’s memory, how things are made, how they are produced and why Skills- tools that people develop through practices, analysis, evaluation, grouping, induction, deduction, synthesis, and abstraction |
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How can media literacy help us with regards to media consumption?
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Becoming more media literate give you a much clearer perspective to see the border between your real world and the world manufactured by media. You can get experiences and information you want without becoming distracted by those things that are harmful to you.
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Media Literacy Skills
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Analysis
Evaluation Grouping Induction Deduction Synthesis Abstraction |
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advantages of developing a higher degree of media literacy
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Media literacy grows one’s appetite for a wider variety of media messages.
It gives people knowledge about how to program their own mental codes. It provides people with more control over the media. |
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information processing tasks
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Filtering
Meaning Matching Meaning Construction |
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difference in exposure and attention
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Exposure can be in 3 states and only when all three conditions are met can there be attention
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In what four states do people process media messages?
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Automatic
Attentional Transported Self-reflexive |
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difference between subliminal and automatic processing
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Automatic processing is when you subconsciously process information, you perceive it you just don’t consciously do anything with it
Subliminal processing is outside of perceptual range, you don’t perceive it to begin with, it has no effect |
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In what three combined ways can media producers gain the attention of their audiences?
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Physical exposure
Perceptual exposure Psychological exposure |
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What happens when all three conditions of exposure are met?
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can move to attention, conscious awareness of the media message must also occur for attention to occur
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What is the difference between niche and mass audiences?
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A niche is a specific segment of the population that serve as targets for media programmers and advertisers as opposed to targeting a mass audience or the whole population.
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Why did researchers start to reject the idea of mass audience?
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Because people are a part of different social relationships and the social environment influences what audience members will expose themselves to and how messages will effect them.
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What strategies are advertisers and producers using to entice niche audiences?
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Appeal to existing needs and interests- when you get that audience, don’t lose them- give them more of the same
Cross-media promotion- want to promote in as many places as possible Capitalize on the niche- try to get the small niches that are passionate rather than everybody |
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How are audiences segmented? What are the strengths/weaknesses of each method?
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Geographic- easy, convenient, oldest form of segmentation, most important to newspapers, radio and local television where there are geographical boundaries to their coverage areas, limited because in any community there is diversity
Demographic- focus on the relatively enduring characteristics about each person- gender, ethnic background, age, income, education- easy and convenient, ex: ads during sports games target males Social Class- income, ex: magazines devoted to high class living Geodemographic- combining geographic and demographic to get a finer take on niche audiences that you are dealing with- ex: PRIZM system and mybestsegments.com Psychographic- psychological traits that audiences might share- harder to get but much more valuable, ex: VALS framework |
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Stages of media development
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Innovation, Penetration, Peak, Decline, Adaptation
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Social Determinism
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Technology itself does not determine it’s use, instead our social needs and uses determine how a technology will play out
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Describe the economic models which evolved in the US radio industry.
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Manufacturers- responsible for creating content in order for radio to work- ex: NBC(RCA)
Common Carrier- any business that is involved in transportation of goods or ideas, ex: UPS Advertising- get companies to pay for programming in exchange for promotional air time |
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importance of multiple stream revenues
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Changing economic model by increasing attention to multiple revenue streams, focus of producers is after it shows up on tv what can we do with it- major companies make money outside of US, what will sell on international level, DVDS of tv shows are huge development for revenue
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What strategies are media producers using to reduce risk?
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There is more focus on producing things that are successful, aka sequels, if you make it will you be able to get it out to people (will tv stations choose to run it, will movie theaters pick it up
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4 players in economic game of media industry
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the consumer, the advertisers, the media companies, the media employees
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5 characteristics of economic game
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Importance of valuing resources well
Indirect as well as direct support Complex interdependency among players The nature of competition Advertising as the engine |
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What strategies do media industries use to maximize the profit?
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Increase revenue streams
Minimize expenses |
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How can media industries reduce risk?
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Research to identify particular niche audiences, then find out what their unmet needs are. Then the media develop messages to met those previously unmet needs. Beginning with research first and development second reduces risk of product failure once the products are put into the market.
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What are the consumer strategies in this economic game?
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Default strategy
Media Literacy strategy |
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What are the two competing media ownership values?
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Localism
Efficiency |
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3 forms of media consolidation
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Horizontal
Vertical Conglomerate |
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concerns related to media consolidation
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Less diversity
Changes in content |
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benefits related to media consolidation
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More competition
Changes in content |
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Why is the economic model of Internet media relevant to privacy issues?
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Because in order to have a successful economic model you need to be able to share information which is a privacy concern
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How is our privacy being legally breached online?
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Monitoring- very common, businesses monitoring your activity, ex: Amazon, people monitoring other people, there is so much information out there it is easy for other people to monitor you
Selling information- economically makes sense Spam- loss of privacy because it is uninvited |
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How is our privacy being illegally breached online?
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Identity theft- illegal, seen as bad thing
Hijacking- taking someone else’s computer- illegal Infecting- viruses, illegal |
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Opt-in policy
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default is privacy and consumers have to do something to grant advertisers permission to send them a messenger or to record information in a cookie.
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Opt-out policy
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the default is that businesses have the right of send any information and to create cookies until consumers tell them to stop.
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Piracy
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the unauthorized use of copyrighted material
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What is being done by the industry to combat piracy?
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Antipiracy technologies are being developed, there is new legislation, and they are taking more legal action
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Personal locus
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energy, your plans, goals, drives
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Knowledge Structures
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organized information in a person’s memory, how things are made, how they are produced and why
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Skills
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tools that people develop through practices, analysis, evaluation, grouping, induction, deduction, synthesis, and abstraction
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Analysis
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media literacy skill- breaking down a message into meaningful elements
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Evaluation
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media literacy skill- judging the value of an element
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Grouping
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media literacy skill- determining which elements are alike in some way; determining how a group of elements is different from other groups of elements
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Induction
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media literacy skill- inferring a pattern across a small set of elements, then generalizing the pattern to all elements in the set
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Deduction
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media literacy skill- using general principles to explain particulars
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Synthesis
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media literacy skill- assembling elements into a new structure
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Abstraction
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media literacy skill- creating a brief, clear, and accurate description capturing the essence of a message in a smaller number of words than the message itself
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Filtering
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information processing task- we are constantly being flooded with information so we filter that flood by ignoring most and paying attention to a small percentage of messages
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Meaning Matching
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information processing task- the process of recognizing elements in the message and accessing our memory to find the meanings we have memorized for those elements
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Meaning Construction
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information processing task- a process wherein we must do things to the messages we filter in and create meaning for ourselves.
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Automatic
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people are in environments where they are exposed to media messages but they are not aware of those messages; their mind is on automatic pilot while they screen out all the messages from conscious exposure
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Attentional
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advertisers want to move at least into attentional and ideally transported- refers to people being aware of the messages and actively interacting with the elements in the messages.
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Transported
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lose yourself in content where nothing else matters- when people are pulled into the message so strongly that they lose awareness of being apart from the message
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Self- reflexive
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your not fully engrossed in the content, your having emotional reactions and thinking about the content but you are also thinking about why you are having those reactions and how it will effect you- people are hyperaware of the message and of their processing of the message
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physical exposure
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means that the message and the person occupy the same physical spaces for some period of time
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perceptual exposure
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refers to a human’s sensory bandwidth or the ability to receive appropriate sensory input through the visual and auditory senses
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psychological exposure
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requires a trace element created in a person’s mind. Can be an image, sound, emotion, pattern, etc.
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Appeal to existing needs and interests
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when you get that audience, don’t lose them- give them more of the same
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Capitalize on the niche
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try to get the small niches that are passionate rather than everybody
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Cross-media promotion
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want to promote in as many places as possible
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Geographic segmentation
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easy, convenient, oldest form of segmentation, most important to newspapers, radio and local television where there are geographical boundaries to their coverage areas, limited because in any community there is diversity
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Demographic segmentation
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focus on the relatively enduring characteristics about each person- gender, ethnic background, age, income, education- easy and convenient, ex: ads during sports games target males
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Social Class segmentation
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income, ex: magazines devoted to high class living
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Geodemographic segmentation
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combining geographic and demographic to get a finer take on niche audiences that you are dealing with- ex: PRIZM system and mybestsegments.com
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Psychographic segmentation
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psychological traits that audiences might share- harder to get but much more valuable, ex: VALS framework
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Innovation
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characterized by a technological innovation that makes a channel of transmission possible- ex” there would be no film industry if someone had not invented the motion picture camera and projector
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Penetration
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the early adapters are jumping on board, they have the resources and knowledge to do so- characterized by public’s growing acceptance
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Peak
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cost must come down, dispersion goes up- when the medium commands the most attention from the public and generates the most revenue compared to other media
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Decline
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what causes the decline is when some media comes along that can do what the past media can do plus more- characterized by a loss of audience acceptance and a loss in revenues
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Adaptation
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media has to adapt in order to survive- a medium redefines its position in the media marketplace. Repositioning is achieved by identifying a new set of needs that the medium can meet because the old needs it used to fulfill are now met better by another medium.
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The media employees
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goal is to increase their income and benefits for each hour worked.
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The media companies
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These businesses bring money, messages, and audiences to the game. First, each media business competes I the talent market to try to get the best writers, journalists, actors, directors, web site designers, etc to contract to them. Compete in the audience market, that is they present the messages produced by their talented employees in such a way to attract the greatest number of people within certain types of audiences. Compete in the advertising market
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The advertisers
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negotiate an exchange of their money for time and space in the media to present their ads to their target audiences. Want to get access to their target audiences for the lowest cost possible
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The consumer
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seek to exchange out time and money for entertainment and information
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Media Literacy strategy
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people who follow this strategy understand the economic game and how to be a better player. They have higher expectations for a return on the resources they expend. They want more than minimal satisfaction from exposures. They think much more about the value of their own resources and want to negotiate a better exchange for those resources
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Default Strategy
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follows a goal of maintaining a minimal level of uninterrupted satisfaction, value is determined more by the low cost of the exposures than the high return
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Localism
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decentralized control, control of the media as an industry rests in the hands of many, democratic ideals- serve the needs of individuals and society, original media policy- encourages idea of decentralization by focusing on locality and by breaking up the media industry by locality, FCC limiting number of stations one can own, limit how many can own in specific area
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Efficiency
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consolidated control, capitalistic ideals- open market is more efficient and is going to lead to consolidated control, easier for one big company who has resources to replicate it then for someone to start from scratch- narrow range of voices- telecommunications act of 1996- loosened restrictions on ownership that were in place from beginning of FCC, cross ownership is an option now and the 777 rule is gone, one company can own up to 35% of tv market, focus more on open market, allow consolidation
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Conglomerate
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a media company that buys non media companies
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Vertical
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buying multiple components of the channel of distribution- owning both the suppliers and the distributers, both production companies and people responsible for putting it on air/dvd, takes some competition out of system
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Horizontal
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when a company buys a company of the same type- ex: tv station buys a tv station
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