Soci237 Midterm #2

Front 1

What were some components of theatre in early Greece?

Back 1

It was political, intellectual content; public was an active partner, free to comment, assist, and intervene.

Hint 1

Free

Front 2

How was communication mediated with the role of printing?

Back 2

Writer addressed himself to readers who may exist in different locales, historical time periods and cultural contexts.

Hint 2

Talk to

Front 3

What is the context of the mass-society thesis?

Back 3

Audiences were envisioned as large, anonymous, undifferentiated groups/masses.

Hint 3

Group

Front 4

Mass Audience

Back 4

Widely dispersed; members unknown to one another; lacked self awareness; incapable of acting together; consisting of large numbers from all demographic groups

Hint 4

Don’t know

Front 5

When did the vision of the audience take shape and what did it take into consideration?

Back 5

Groups of particular age, sex, education, income level, etc.

Hint 5

20 different

Front 6

What are some of the benefits of TV/technology and the digitization/media caused in society?

Back 6

Used to break down distance between media production/consumption; Offered audience participation; people using multiple screens for multiple purposes

Hint 6

Participate closer

Front 7

Audience Fragmentation

Back 7

Breakup of traditional TV audiences because proliferation of TV channels in 25-30 years; increase internet and further fragmented audience

Hint 7

Breakup

Front 8

How do producers help keep audiences watching TV programs?

Back 8

Offering online components to broadcast programs; Allows companies and governments to track movements and interests of consumers.

Ex) Hockey Night in Canada- CBC online where media users can watch a game online instead of on tv

Hint 8

Don Cherry

Front 9

What are the elements of meaning generation?

Back 9

Protagonist confronted with program, recognizes and sees if it appeals to them, analyzes and then acts accordingly

Framed by understanding of other activities available at the time

Hint 9

See what’s better

Front 10

4 factors of audience interpretations of media content:

Back 10

i) Social Background/ History of Audience Member

ii) Their current state of mind

iii) Social Situation/ Content media is taking place

iv) text/content

Hint 10

S T S T

Front 11

How does an individual’s cultural milieu work?

Back 11

Help create identity through acting as reference point to host of factors; dynamic from wealth, history, present day attitudes.

Hint 11

what makes them THEM

Front 12

6 Academic Approaches to Audience:

Back 12

i) Effects Research

ii) Uses and Gratification Research

iii) Marxist Analysis and Frankfurt School

iv) British Cultural Studies

v) Feminist Research

vi) Reception Analysis

Hint 12

EUM BFR

Front 13

i) Effects Research

Back 13

Studies after WWI: media have direct effect on human behavior; theories that media could object ideas into people’s heads

Studies after WWII: impact of media weak on individuals & reinforced existing ideas/beliefs; media works selectively; draws public’s attention to particular events

Gerbner: found people who watch a great deal of TV overestimate crime in society & have “bunker mentality” to protect themselves from perceived “violent world”

Hint 13

WW1, WW2, Gerbner

Front 14

ii) Uses & Gratification Research

Back 14

Looks at underlying premise & focuses on agency of audience members and explores motivations in active selection of media content

Concentrated on micro (personal) and meso (group) levels of social existence

People behave in particular way & return to media for further info

Media consumption reduced to individual desire

Hint 14

Meso soup

Front 15

Functionalist Theory

Back 15

Media function to serve some kind of audience need & researchers set out to find what need is

Hint 15

Search needs

Front 16

iii) Marxist Analysis & Frankfurt School

Back 16

Sees society as animated by set of social forces based on capitalist forms of production; focus on how media supports dominant interests in society

FFS- argued capitalist methods of production impacted cultural life; advertising persuaded people they needed cars, clothes, etc. to function in modern life; capitalism penetrated deeper into cultural life and created “ready-made” way of life; wants/desires were created through marketplace

Pleasures didn’t last long; no lasting relationships

Culture & media- only serve capital

Hint 16

Capitalism is to blame

Front 17

iv) British Cultural Studies

Back 17

Britain’s working class intellectuals (1950’s-60’s)

Use mass culture to create gendered identities

Individuals would take products and manipulate them to create new self definitions

Social forces worked in complex ways to produce dominant order

British TV- key vehicle in helping reproduce value system

Hint 17

Miniskirt

Front 18

v) Feminist Research

Back 18

Points to male domination of society (patriarchy) as root is profound inequalities in the world

Media reproduces gender inequality by making it look like it’s unequal because of existing gender differences

Today’s media reflects difference of men VS women’s tv interests

Hint 18

Men VS Women

Front 19

vi) Reception Analysis

Back 19

Social setting which audiences respond to products of pop culture

Focus on how they interpret what media has to offer & how it’s reintegrated into their life

New media changing people’s perception of selves- new identities

Hint 19

New me

Front 20

Narrowcasting

Back 20

Targeting broadcast audiences with specific demographics

Hint 20

Making narrow; specify

Front 21

3 concepts commonly used to gather data:

Back 21

i) Reach - # of audience members during program period

ii) Share - % of audience watching program during program period

iii) Viewing Time - # of hours spent viewing during a day, week or longer period of time

Hint 21

R S V

Front 22

Formative Research

Back 22

Research undertaken before/during production

Hint 22

Before or after

Front 23

Summative Research

Back 23

Done after program’s completion & provides measure of effectiveness

Hint 23

To summarize

Front 24

Where does the word ‘technology’ derive from?

Back 24

Greek word ‘techne’

Means art, craft, skill

Front 25

What did Slack and Wise (2007) argue about technology and society?

Back 25

Technologies are social/cultural;

People use technology, activities reflect values/choices

Creation requires time, skills, money; society has “religious-like” reverence for machines

Hint 25

Dependent

Front 26

What did physicist Ursula M. Franklin argue about technology?

Back 26

Technologies are developed within particular social, economic, political context

Front 27

Technology

Back 27

Products/practices assume specific form thanks to particular connections;

Embedded socially, culturally, politically, economically

Front 28

What did Raymond Williams argue about technology in society?

Back 28

Technology reflects overall organization of society

Ex) telegraph- electric current and wire; also means of coordinating movement of people and goods across country

Front 29

Andrew Feenberg’s 5 main ways to understand technology:

Back 29

i) instrumentalism

ii) determinism

iii) substantivism

iv) critical theory

v) constructivism

Hint 29

I D S C C

Front 30

i) instrumentalism

Back 30

Technology is a means to an end & used for whatever purpose we choose

Front 31

ii) determinism

Back 31

technology is a functional logic; little human control over it

Front 32

iii) substantivism

Back 32

technology operates to own logic; not progress or improvement

Front 33

iv) critical theory

Back 33

We have choices of how we develop technology and use it

Front 34

v) constructivism

Back 34

Technology socially constructed & shaped by social forces

Front 35

What did Ellul argue about technology?

Back 35

1) technological progress exacts a price

2) technological progress raises more problems than it solves

3) negative effects of technological innovation inseparable from positive

4) technological innovations have unforeseen results

Hint 35

T T N T

Front 36

Closure

Back 36

Fixing device into socially recognized object; comes to be seen as natural

Front 37

What did Bijker argue about the socio-technical ensemble?

Back 37

Any machine arises from socially defined intention of developers; able to create technical device for intended/unintended use

Front 38

Digital divide

Back 38

Technological distance between global north and south that has been increasing

Front 39

Technological determinism

Back 39

Technology operates according to internal logic; assumes linear movement toward progress; ignore human decisions

Front 40

Technological hubris

Back 40

Viewed by so called experts as latest/greatest production of human ingenuity

Front 41

Media silos

Back 41

Products of technologies themselves

Front 42

Media convergence

Back 42

Merging of distinct media technologies through computer networking

Front 43

Digitization

Back 43

Information translated to common language; produced from one platform and can be used on other platforms

Ex) music on smartphones; watching tv on laptops

Front 44

What did Henry Jenkins (2006) argue about his idea of convergence culture?

Back 44

Shift way we think about our relations to media

Front 45

Policy decisions in communication are guided by 3 issues:

Back 45

1) endure needs of public/cultural groups are met

2) ensure Canada has viable cultural industries

3) endure certain businesses do not become too powerful

Front 46

Backbone providers

Back 46

Provide connection to small internet service providers

Front 47

Backbone providers

Back 47

Provide connection to small internet service providers

Front 48

What is the issue with Netflix?

Back 48

Provides online video streaming and yet it’s not subject to the same regulatory broadcast requirements

Front 49

ARPANET

Back 49

Connected computer systems at 5 US universities enabling information and message exchanges

If I’m nuclear attack, could still function

Front 50

What are the early features of internet? (2)

Back 50

1) developed as peer to peer system; no central point; interconnected

2) underlying technologies developed as open system/ open source software; not controlled by one party

Front 51

Brun’s 4 key principles of produceage:

Back 51

1) inclusive over exclusive

2) too down structure

3) always continuing production

4) freely available

Front 52

Defining features of digital media (3):

Back 52

1) interactivity- industries shaken by core by capacity to bypass traditional production

2) mobility- ongoing transition from wired to wireless implicates form of communications

3) individualization- legacy media (radio, tv) experienced collectively; digital media is personal

Front 53

Reintermediation

Back 53

Filtering capacities of services

Ex) iTunes Store- filters, sorts, promotes music

Front 54

Topsight

Back 54

Electronic transaction recorded & creates body of data

Info can be used by person who collects it OR sold to another party

Front 55

Phishing

Back 55

Email from bank, click where t says, put in personal info, caught in scam

Front 56

Surveillance

Back 56

Tracking long term social, economic, health, or environmental trends; watching for danger/threats

Front 57

Privacy

Back 57

Right to be left alone

Front 58

CSEC- Communications Security Establishment of Canada

Back 58

Security and intelligence agency of Canada; require global info in accordance with government of Canada