Media Theory

Front 1

Cultural Imperialism

Back 1

how the us and europe maintains power over less developed nations through media

Front 2

neocolonial context of cultural imperialism

Back 2

empires maintain political and economic control through culture, ownership of media and control of global information flow

Front 3

Media and media products in cultural imperialism

Back 3

undermines cultural diversity and values of local cultures and instead cultivate values of individualism, consumerism and capitalism

Front 4

limitations of cultural imperialism

Back 4

Assumes uniform effect of western media

neglects language and cultural barriers

Front 5

MacDonalization

Back 5

Western thinking is rational, efficient. Economic model based on calculation, predictability, uniformity. Illusion of choice but more about standardization and control, low cost, profit

Front 6

Rationalism

Back 6

efficiency is more important than what is morally/culturally correct

Front 7

Effects of McDonaldization

Back 7

undermines cultural diversity, stiffles creativity and competition, dehumanizes

Front 8

Limitations of Mcdonaldization

Back 8

assumes direct, uniform effects of western media and neglects language and cultural barriers

Front 9

McWorld vs. Jihad

Back 9

Globalization causes tension between homogenization and cultural plurality

Front 10

Tension created by mcworld

Back 10

Mc World promises freedom, democracy in consumer choice of products (homogenization) while jihad stance to resistance to the imposition of values on ones group beliefs and practices (cultural plurality)

Front 11

Mediascapes

Back 11

Globalization causes hybridity rather than homogenization of cultures

Front 12

Globaliztion in mediascapes

Back 12

dynamic process that operates through the crossing of different, interrelated, unequal spheres that produces hybridity

Front 13

Ethnoscapes

Back 13

global flow of people

Front 14

mediascaoes

Back 14

regional global flow of media

Front 15

technoscapes

Back 15

flow/adaption of technologies

Front 16

Financescapes

Back 16

international finance

Front 17

ideascapes

Back 17

ideologies, lifestyles, aspirations

Front 18

limitations to mediascapes

Back 18

not all values/cultures have equal access/exposure; they compete/coexist in conflict

Front 19

Homogenization through difference

Back 19

Globalizaiton is homogenization through difference. It creates an illusion of difference (choice/plurality) at the surface level (images, topics, media channels)

Front 20

Homogenization through different produces

Back 20

homogenization at the structural, deeper level through concentration of economic ownership, consumer ideology, value of individualism, view of us/western europe as models of progress, freedom

Front 21

Forces that contributed to the growth of scientific research in mass media

Back 21

World War I

50s and 60s realization that research data was useful to persuade

Increasing interests in effects from media

competition for advertising dollars

Front 22

World War I

Back 22

Need to further understand propaganda

effects of media on people

thought to exert powerful influence

hypodermic needle model

Front 23

50s and 60s realization that advertising could persuade

Back 23

studies of message effectiveness, audience demographics and size, placement of advertising to achieve most exposure, frequency and selection of media

Front 24

interest of effects of media on public

Back 24

effects on children

research related to violence and sexual content

included procosical and antisocial effects

popular during 80s debate over pop music lyrics and videos

Front 25

advertising dollar

Back 25

media management had grown more sophisticated, long range plans, management by objectives and increasing dependency on data to support decision

Front 26

Researc defined by KErlinger

Back 26

A systematic, controlled, empirical and critical investigation of hypothetical propositions about the presumed relations among observed phenomena

Front 27

five characteriscals of research that distinguish scientific social metod

Back 27

1. Scientific research is public

2. Science is objective

3. Science is empirical

4. Science is systematic and cumulative

5. Science is predictive

Front 28

Quantatative

Back 28

telephone interviews, large samples are used to allow results to be generalized to general populations

Front 29

qualitative reserach

Back 29

focus groups or one on one interviews using a small sample size

Front 30

academic research

Back 30

basic research

conducted by colleges and universities

theoretical or scholarly approach

results explain mass media and effects

no deadline

less expensive

Front 31

private research

Back 31

non governmental businesses and industries or research consultants

applied research

results for making decisions

results are property of agency

maybe released to public

deadline

costly

Front 32

What is a focus group?

Back 32

Group interviewing

Interaction between the moderator and group and among group members

carefully designed questions to elicit info

Front 33

When did it become popular

Back 33

1980s social scientists recognized the value of focus groups

90s started using research in social science in marketing and human service orgnaiztions

Front 34

when to use focus groups

Back 34

when information about behaviors and motivators is more complex than a questionnaire would reveal.

Honest in-depth ansewers

those in lower place on power hierarchy can express feelings

When target audience is different from decision makers

when there are organization/alienation conflicts so people feel listened to

Front 35

Advantages

Back 35

dynamic of group

indepth, unbiased inför

deeper understantidng

Front 36

weakesses

Back 36

unnatural social setting

presence/influence of moderator

members may conform to popular opinions of group

expensive

tome cosuming

moderator may have to "crack the whip"