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16 Cards in this Set
- Front
- Back
active-audience theories
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theories that focus on assessing what people do with media; audience-centered theories
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uses-and-gratifications approach
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approach to media study focusing on the uses to which people put media and the gratifications they seek from those uses
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fraction of selection
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Schramm's graphic description of how individuals make media and content choices based on expectation of reward and effort required
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reception studies
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audience-centered theory that focuses on how various types of audience members make sense of specific forms of content (sometimes referred to as reception analysis)
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polysemic
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the characteristic of media texts as fundamentally ambiguous and legitimately interpretable in different ways
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preferred (or dominant) reading
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in reception studies the producer-intended meaning of a piece of content; assumed to reinforce the status quo (sometimes referred to as the dominant reading)
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negotiated meaning
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in reception studies when an audience member creates a personally meaningful interpretation of content that differs from the preferred reading in important ways
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oppositional decoding
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in reception studies when an audience member develops interpretations of content that are in direct opposition to a dominant reading
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moderate-effects theories
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mass communication theories that conceptualize media as capable of inducing important effects under certain conditions
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information-processing theory
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theory that uses mechanistic analogies to describe and interpret how people deal with all the stimuli they recieve
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elaboration likelihood model
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model of information processing that seeks to explain the level elaboration, or effort, brought to evaluating messages
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entertainment theory
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theory that conceptualizes and explicates key psychological mechanisms underlying audience use and enjoyment of entertainment-oriented media content
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limited cognitive resources
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in information-processing theory, idea that as more resources are directed toward one task, another will suffer
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schemas
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more or less highly structured sets of categories or patterns; sets of interrelated conceptual categories
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peripheral route
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in ELM, information processing that relies on cues unrelated to the issue at hand
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central route
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in ELM, information processing characterized by heightened scrutiny of information related to the issue at hand
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