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13 Cards in this Set
- Front
- Back
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Agenda Setting |
When mass media pays attention to particular events or issues, they don't tell us what to think but what to think about Example: The royal wedding of Prince William to Prince Middleton. This event mesmerized the world even the parts with no connection to British monarchy what so ever. We thought about it because the media told us to. |
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Cultivation Theory |
Suggests that heavy viewing of television leads to a perception of reality that is consistent with what we see on TV. Ex. Findings show that viewers of the television show "Grey's Anatomy" believe doctors to be more courageous and glamorous than individuals who do not watch the show. |
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Hegemonic Message |
The mass media is in general giving support to the status quo and corporate values and the minority view is silenced. Ex. Normalizing a world where people are portrayed in certain ways: Black criminal, women as lesser than |
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Magic Bullet Theory (AKA Hypodermic Needle Model) |
Suggests that the media shoot their potent effects directly into unsuspecting victims Challenges: The war of the worlds broadcast and the number of people who did not accept what they were hearing challenged this theory heavily. Has been disproved today. |
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Powerful Effects |
The assumption that the popular media in America had a strong hold over vulnerable audiences. Ex. Hypodermic Needle, Magic Bullet, Direct effects model |
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Antisocial Learning |
The theory that children are likely to reproduce observed bad behaviors Ex. Video games causing violence in young boys |
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Limited Effects |
The media alone does not cause people to change their attitudes and behaviors, instead it reinforces already existing behaviors and attitudes. Ex. Agenda Setting, Cultivation Theory |
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Gatekeepers |
The forces behind the production of popular culture and mass media; they control the flow. The greatest concern being the conglomeration of ownership. Ex. A news reporter deciding which sources to use and which story to run as the headline. |
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Correlation |
A function of the media that helps the individual know the viewpoints of various people, which helps them evaluate an issue. Ex. Yelp |
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Cultural Transmission |
A function of the media that educates and socializes receivers by focusing on culture and community. Ex. With the growth of social media even small businesses can reach a global audience |
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Ideal Norms |
The moral evaluation of that is proper behavior, how we like to believe things are. Ex. We would like to think women and men are treated equally in the work place (the ideal norm) but in reality women are still paid a percentage of the whole dollar a man makes. |
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Narcotization |
The idea, stemming from the concept of powerful effects, that an audience of mass media are passive non-critical viewers. |
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Prosocial Learning |
Children are more likely to imitate positive behavior if they're exposed to appropriately behaved models Ex. Sesame street emphasizing that the cookie monster loves veggies too |
