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37 Cards in this Set
- Front
- Back
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communication |
the act of exchanging meaning through the use of symbols |
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levels of communication |
1. intrapersonal 2. interpersonal 3. small group 4. organizational 5. multi-cultural 6. mass |
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how do we know mass communication |
1. intuition 2. personal experience 3. authority 4. superstition/magic 5. tradition 6. science |
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linear models |
1. Laswell's model (source - channel - message - receiver - effect) 2. Shannon-Weaver model (info source - transmitter - channel - receiver - destination + noise) |
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process models |
1. Schramm's model (encoder - message - decoder - interpreter) 2. Berlo's model (S M C R) |
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transactional model |
Watzlawick's model (person 1, person 2, message changes) |
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levels of effect |
1. micro effect 2. macro effect |
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types of effect |
1. cognitive 2. emotional 3. behavioral 4. physiological 5. attitudinal |
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forms of effect |
1. alterational 2. stabilizational |
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direction of effect |
1. constructive 2. destructive |
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intentionality of effect |
1. intentional 2. unintentional
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role of content |
1. content dependent 2. content independent
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strength of effect |
1. weak 2. powerful |
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duration of effect |
1. long term 2. short term |
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timing of effect |
1. immediate 2. delayed |
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linearity of effect |
1. linear 2. non linear |
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powerful media effects paradigm |
- magic bullet theory - hypodermic needle theory - propaganda theories |
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limited media effects paradigm |
- uses and gratifications - structural-functional theory - two step flow of communications |
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moderate to powerful media effects paradigm |
- agenda setting theory - framing theory - third person effect - spiral of silence theory - socialization / social learning - cultivation - media events |
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critical theories |
- feminism - cultural critical - neo-marxist approach |
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new-marxism |
- political economy - frankfurt school theory - hegemony |
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technological determinism |
theories that deal with the medium of communications. Harold Innis, 1950's, technology is either time-binding or space-binding. technology changes society. Marshall McLuhan, 1960's, the medium is the message, three eras of communication, hot and cool media. |
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magic bullet / hypodermic needle theories |
the media are powerful, persuasive, deliver the message directly to the public like a bullet or a needle that reach deep. the audience is affected immediately and the same way. the effect is always negative. |
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propaganda theories |
first use was made during ww1. people saw that it has a powerful effect and can change people's minds, persuade people. this could be dangerous. |
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theoretical assumptions of the powerful effects paradigm |
the people - weak, naive, vulnerable, alone the media - powerful, persuasive, un-explainable the effects - strong, negative, powerful, direct, uniform. |
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evidence of the powerful effects paradigm |
- Orson Welle's radio broadcast - the Payne Fund studies |
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the structural-functional theory |
is a sociological theory, focuses on the society as an organism that has needs and that the media supply/satisfy. there can also be dysfunctions. effects are different from person to person. the media influenced according to who owns it. there are manifest functions and latent functions. the needs are: information, interpretation, continuity, escapism. |
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uses and gratifications theory |
similar to the structural-functional theory but instead focuses on the individual. says that everyone has different needs that the media can satisfy --> gratification. says that audience are active (utility, selectivity, intentionality, imperviousness to influence). evidence - Hertzog 1940's soap opera study. |
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theoretical assumptions of the limited effects paradigm |
the people - are in control, know what they want, rational, resistant to negative influences the media - need to convince us to pick them, here to satisfy us the effects - mostly positive, un-unified, weak to non-existent, not-direct |
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two step flow theory |
says that the media first influence the opinion leaders who in turn influence the followers. evidence - the people's choice study 1940 the rover study 1940 the decatur study 1945/6 the drug study 1954 opinion leaders are everywhere and have specific characteristics. mass media reinforces information rather than change it. audience is also active in this theory before, after and during the exposure to content. |
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agenda-setting theory |
says that the media doesn't tell us what to think but does tell us what to think about. evidence - chapel hill study 1972. how agenda-setting influences us depends on: demographics, exposure to media, need for orientation, trust in media, obtrusiveness of issue, placement of story in news. |
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framing theory |
says that media does tell us what to think using frames - a way to organize and introduce a story. the media choose certain facts while excluding others, use titles, select sources, choose angles. present a story thematic or episodic.
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third person effect |
assumes that people tend to underestimate the effects of media on themselves and overestimate the effects on distant others. pluralistic ignorance - we silently reject our own differences. |
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spiral of silence |
theory says that we retain from voicing our ideas and thoughts if they are different from what the media show as the ruling idea, because we do not want to be isolated. media basically disrupts the idea of democracy in a sense that it doesn't show all the different opinions but only some. there are exceptionals though; avant-gardes and hard-cores. |
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media events |
live broadcasts of big events, usually on TV, interrupting ordinary programs, unify individuals, ceremony-like. 3 types; contest, conquests, coronations. |
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socialization |
social learning theory - how we learn from the media. in a triadic-reciprocal-cuasation way. we learn from modeling. evidence - bobo doll studies, postman's clean slate claim, archie bunker's bigotry. |
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cultivation |
what the media show us as reality is what we perceive as reality- symbolic. the media use symbols and themes for everything. evidence - Gerbner's content analysis on shows, Chung's 2014 study on medical dramas. cultivations occurs in two ways; mainstreaming and resonance. |
