Comm 306 Ch 12

Front 1

Magic Bullet Theory

Back 1

A theory of mass communication that suggests media influences people directly and uniformly.

Front 2

Parasocial Interaction

Back 2

A relationship that exists between television viewers and remote media communicators.

Front 3

Outgoing Activist

Back 3

A lifestyle type primarily consisting of female, younger, well educated, good income, and less likely to marry. These people have a high need for stimulation, use the media to stay informed and prefer print media.

Front 4

Gatekeepers

Back 4

People who control the flow of information to a given group of people.

Front 5

Instrumental Use

Back 5

Using television viewing primarily for information acquisition.

Front 6

Change Agents

Back 6

Professional who encourage opinion leaders to adopt or reject an innovation.

Front 7

Mobilization

Back 7

A dimension of the functional theory of mass communication that reflects the ability of the media to promote national interests.

Front 8

Resonance

Back 8

Argues that medias influence on perceptions are intensified when media depict "real life."

Front 9

Ritualized Use

Back 9

Using television viewing primarily as a diversion.

Front 10

Surveillance

Back 10

A dimension of the functional theory of mass communication and is the information and news providing function of mass communication.

Front 11

Postactivity

Back 11

A dimension of uses and gratification theory that consists of audience behavior and message use after exposure to mediated messages.

Front 12

Duractivity

Back 12

A dimension of uses and gratification theory that consists of the degree of psychological attentiveness or involvement audience members exhibit during a television viewing experience.

Front 13

Need for Orientation

Back 13

Part of the agenda-setting theory of mass communication concerning the relevance of information to an individual and the degree of uncertainty.

Front 14

Correlation

Back 14

A dimension of the functional theory of mass communication that concerns how the mass media select, interpret, and criticize the information they present to the public.

Front 15

Enculturation

Back 15

A type of cultural adaptation reflecting when we learn to speak, listen,read, interpret, and understand verbal and nonverbal messages in such a fashion that the messages will be recognized and responded to by the individuals with whom we communicate.

Front 16

Preactivity

Back 16

A dimension of uses and gratification that is a behavior when people deliberately seek certain media to gratify intellectual needs.

Front 17

Cultural Transmission

Back 17

A dimension of the functional theory of mass communication that concerns the medias ability to communicate norms, rules, and values of a society.

Front 18

Disengaged Homemaker

Back 18

A lifestyle type indicating primarily female, middle-aged,lower in education and income, and use the media for companionship and to pass time.

Front 19

Working Class Climber

Back 19

A lifestyle type primarily consisting of males, lower in education and income, middle-aged, and married. These people do not use the mass media for intellectual stimulation and enjoy cable television more than any other lifestyle type.

Front 20

Reflective-projective Theory of Mass Communication

Back 20

A theory that asserts the mass media acts like a mirror for society. The media reflects societys attitudes and values as they simultaneously project idealized visions of society.

Front 21

Uses and Gratifications Theory

Back 21

A theory of mass communication that attempts to explain the uses and functions of the media for individuals, groups, and society in general. This theory attempts to explain how individuals use mass communication to gratify their needs and to discover the underlying motives for individualsmedia use.

Front 22

Media Dependency Theory

Back 22

A theory of mass communication that assumes the more dependent an individual is on the media for having his or her needs filled, the more important the media will be to the person.

Front 23

Restrained Activist

Back 23

A lifestyle type primarily male and female who are older, highly educated, opinion leaders likely to marry, and have high incomes. These people have a high need for intellectual stimulation and use the mass media for informational needs.

Front 24

Entertainment

Back 24

A dimension of the functional theory of mass communication that reflects how mass communication helps fill our leisure time by presenting messages filled with comedy, tragedy, play, and performance.

Front 25

Mainstreaming

Back 25

The power of television to present uniformed images acceptable to a majority of viewers.