Term
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Definition
*communication that occurs with mass or big audiences
*mediated through different media (TV, radio, internet)
*limited to people in the entire world; example Funeral of JRK seen around the world |
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Term
Audiences:
1)Heterogeneous
2)Anonymous
3)Passive |
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Definition
Heterogeneous: diverse audience… difference age groups, different cultural background, different social or economic status
Anonymous: speaker doesn’t know the people, have to address everyone, need to address as big an audience as possible.
*We need to appeal to people by finding something in common throughout the audience
Passive: in interpersonal communication, sender and receiver exchange roles
*In mass communication, the role of the audience is a receiver mostly rather than the sender
*Sender is normally anonymous |
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Definition
Anonymous: we don’t know the actual sender
*There’s always someone behind it that we don’t see
*We don’t know who provides us with the message |
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Term
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Definition
address specific segments of population
Example: MTV doesn’t address 60 year olds, it’s ages are teenagers and young adults
*NARROWCASTING: specific group of people are seen as a whole- NOT individual |
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Term
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Definition
stop consuming media contact signals to sender that we don’t like (mass "boycott")
For example: we stop watching a show or stop buying a paper |
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Term
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Definition
(asynchronous= something that doesn’t take place at the same time) feedback that is delayed
o example: when you write a letter but the editor won’t read and publish the letter until later |
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Term
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Definition
| Who is responsible for what you hear and watch in the media? We have ratings- PG, R, PG-13 but we’re trying to come up with ways but there are too many people involved |
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Term
| Availability of Synthetic Experiences |
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Definition
• Synthetic = not real, fake
• bullet through card example; we can’t actually witness this but in this picture we can because of technology
• example: replays in sports games, we can’t actually replay but on TV we can because of technology
• example: photoshopped images
• We compare ourselves to images that aren’t reality |
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Term
| Counterfactual Representation |
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Definition
against reality
• Media isn’t true reflection of reality
• Underrepresentation of population characteristics on TV
• Example; low percentage of elderly on TV versus 20% of the population is elderly |
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Term
| Dramatization of Factual Experiences |
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Definition
what is real and what is fiction
• Media is embellished in order to make more appealing
• Example: woman soldier sold her story of being held hostage in Iran
• We take real life and dramatize it in terms of the media |
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Term
| Simplification of Complex Issues |
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Definition
people are bored with complex issues
• TV not the right place for serious conversation
• Therefore, there is no depth to conversations
• Short, brief sentences are preferred |
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Term
| Substitution of Communication for Transportation |
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Definition
today we can just call someone or send and email instead of walking somewhere in order to talk
• We don’t have to travel in order to get things done |
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Term
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Definition
• Media is correlated and works together
• There are 6 major media corporations
• Seems like you have a variety but you really don’t
• This is bad because things we learn come mostly from the media and this media only portrays specific information because these 6 corporations have their own interest |
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Term
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Definition
• Scholars want to study the content of media
• Study the messages of media |
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Term
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Definition
THEORY OF MEDIA EFFECTS:
Viewer→Media Exposure→Effects
NATURE OF TV EXPOSURE EFFECTS:
(direct)←Powerful-Middle Range- Weak→(indirect)
Example of a powerful effect: there’s a school shooter, and people blame the shooting on things the child sees in the media
Theorizing viewers as…
o Passive
o Active but sometimes weak
o Active and strong |
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Term
Kinds of Effects:
1)Behavioral
2)Attitudinal
3)Cognitive |
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Definition
Behavioral: most overt, easiest to observe
- The actions that you are taking
- The act of engaging with the media
- Example: watching TV, clicking mouse on the internet
- The media wants people to take certain actions
- Example: breast self exams, eat less red meat, don’t smoke, don’t drink and drive
Attitudinal: we all have judgments toward “attitudinal objects” which are our judgments toward certain objects, things or persons
- Positive/negatively disposed
- Like/dislike
- Our evaluations (NOT BAD ATTITUDE)
- Harder to observe than behaviors
Cognitive: concept of thinking
- the thinking process
- what we believe to be true versus what we believe to be false |
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Term
MEDIA EFFECTS AND VIOLENCE:
1)Learning
2)Fear
3)Desensitization |
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Definition
Learning: we learn new methods about violence. The message could be that violence is normal
Fear: we are scared of violent people; the more media you consume, the more afraid of the world you are
Desensitization: less sensitive to violence
- not empathetic or moved by other’s suffering
- can indirectly cause us to behave in a violent way
- violence isn’t bad or a big deal
o all three are the cognitive type of effect |
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Term
| Uses and Gratifications Theory |
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Definition
Viewer→
(active & strong)
Media Exposure→
(weak)
-cant impact without our consent
-media signal isnt that strong
Effects
(behavior)
-viewing behavior
(hrs of TV watch, reading
a. People use media for a variety of reasons: it meets their needs in some way; media is just another product that people use |
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Term
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Definition
channels our attention away from something
- Example: running on treadmill while watching TV; bookstore in airport
- Media passes the time- not bored
- Media industry loves this theory |
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Term
| Emotional Release (Catharsis) |
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Definition
- Emotional experience in a safe way
- Example: scary movies such as Hostel let you have scared emotions in a safe way; rollercoasters let you feel like you’re falling without actually doing it |
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Term
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Definition
- TV is there whenever and is not discriminating/reject us
- Isn’t perfect- can’t provide human companionship |
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Definition
- Defines who you are
- Consumes media in a way that validates your identity |
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Term
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Definition
- to keep an eye on things
- example: the news-serves as a watch dog on government and businesses |
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Term
The user of the media is in control:
1)Selective Exposure:
2)Selective Perception:
3)Selective Retention: |
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Definition
Selective Exposure: no mandate on what you have to consume; nobody is telling you that you have to watch certain things
Selective Perception:
Selective Retention: we retain very little of the media; if we don’t retain than what danger could really result |
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Term
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Definition
1. The media have become one of the options for individuals seeking to meet their needs
2. Nothing happens to users of media that the user’s don’t enable
3. Implications are short term and of little social consequence
4. The media industry likes this theory because it puts the responsibility on the user not the producer |
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Term
| Technological Determinism Theory |
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Definition
technology determines how we live our lives (opposite to uses of graffitifications theory)
Viewer Passive→
Media Exposure→
(powerful)
-can do damage
-can impact anyone
Effects
(cognitions)
-thoughts/thinking |
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Term
| Assumptions about Technology and Culture |
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Definition
- Modes of comm.: Influence how people organize and interpret experiences
- The medium is the message
- Listening to speaker vs. reading speaker’s book = different interpretations
- Text messaging shouldn’t be used as the medium/channel when asking someone to marry you |
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Term
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Definition
-Cultures were considered oral comm. was verbal/ reciting information
- Most people couldn’t write
- Information was local people didn’t travel so if you didn’t know many people, you wouldn’t know their information
- People didn’t travel
- Information was more temporary because you would have to memorize the information |
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Term
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Definition
-Invention of alphabet propelled people to this age
- Reading and writing elements
- Information have to be local, could be written down and carried elsewhere
-Little bit of detachment because you don’t have to interact directly with the course of message
- Information only traveled as fast as a horse can move |
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