! Flashcards
THEORY
Organized set of concepts, explanations, and principles of some aspect of human experience.
GRAND THEORIES
Explains entire media system and their role in society.
NARROW FOCUSED THEORIES
Specific uses of effects of certain types of media.
A MASS COMMUNICATION THEORY
Better understands large scale social media use and explains / predictions to phenomena trying to mass communicate.
CASUALTY
Science of cause and effect. Things influence other things.
CASUAL RELATIONSHIP
If we can manipulate an independent variable and produce the same effect under the same condition every time.
MARKETPLACE OF ATTENTION
The way large scale social media/ legacy media operates. They’re trying to gain and hold more attention of audience.
FOUR REASONS DIFFICULT TO STUDY HUMAN BEHAVIOR
- Most of the significant/interesting human behaviors are difficult to measure.
- Human behavior is complex.
- Humans have goals and are self-reflective – we don’t always behave in response to what happened.
- The simple notation of causality is sometimes troubling when it’s applied to us.
FOUR TRENDS IN MEDIA THEORY
- The mass society and mass culture trend – increased popularity of mass media, innovative forms of propaganda, elites with a powerful tool.
- The media effects trend – studied using new science research methods, propaganda studied, media effects were limited.
- Critical cultural trend – questions about possible powers of media.
- Meaning making theory – quantitative, qualitative approaches, more advanced research methods.
NATURAL VS SOCIAL SCIENCES
Social science is sometimes controversial as it suggests casual relationships between things in social world and people’s attitudes, beliefs, values.
In natural sciences causality is easier to see/measure as human behaviours are more complex.
MEDIATED COMMIINICATION
Between few or many people who uses technology as a medium.
INTERPERSONAL COMMIINICATION
Face2face communication.
NORMATIVE THEORY
How media system structures/operates to have a set of ideological/social values. Media must give voice to all, be open and be able to foster communities. They describe not reality but ideal way for a media system to be structured.
MASS SOCIETY THEORY
With industrialization, people have become more isolated. Focuses on negative role to media and influential social attributes.
DETERMINISTIC ASSUMPTATIONS
Assumptions that media have powerful effects.
EMPIRICAL CYCLE
Scientific research is structured by this cycle: Observation-Induction-Deduction-Testing-Evaluation
COMMUNICATION
Messages, creation of messages, interpretation.
A COMMUNICATION MODEL
Sender -> message <- receiver.
FILTER BUBBLE
Communication universises in which we only hear and see only what we choose, comforts us and is in line with our persisting attitudes and beliefs. The idea that online personalisation tools and algorithms make people less open to different/opposing POVs by exposing them to only the news and info which they already agree/enjoy.
SPHERE OF CONSENSUS
Thing on which everybody is thought to agree. “Journalists feel free to invoke a generalized “we” and tell general values or assumptions.”
SPHERE OF LEGITIMATE DEBATE
“Real, normal, everyday terrain”. Objective and balanced point on political debates.
SPHERE OF DEVIANCE
Unacceptable, radical. It marks out and defends the limits of acceptable political conduct.
DISINTERMEDIATION
Delated step in supply chain of communication.
PREHISTORY (three steps)
- The empirical turn – using experiments, surveys to understand working of news media.
- The sociological turn – focus on critical engagement of media like framing & storytelling.
- The international-comparative tool – increased globalisation
CHALLENGES TO JOURNALISM
- “Many still love the idea of journalism but not willing to pay for it.”
- Journalistic labor.
- More “ordinary people” engaged in making context, news.
MODELLING CONTEMPORARY GATEKEEPING
The rise of individuals, algorithms, and platforms in digital news dissemination.
GATEKEEPERS
To be a gatekeeper means to exercise control over what info reaches society.
It was more associated with journalists, news agencies but in recent years it’s mostly done by platforms/algorithms.
Gatekeeping flow is changed, as now individuals take part in publishing news. Are still gatekeepers guarding the gates?
CENTRALISED VS DECENTRALISED GATEKEEPING
Centralized - Traditional notion of central authorities exercising control over information.
Decentralised – consists of microlevel interactions between individuals and are formed socially from user to user.
4 GATEKEEPERS
- Journalists - centralized
- Individual amateurs - decentralized
- Strategic professionals - decentralized
- Algorithms -centralized
SECONDARY GATEKEEPERS
When individual/organization selectively filter information after it passed through internal gatekeepers.
GATEWATCHING
Monitoring of gatekeepers and uncover hidden bias.
HIERARCHY OF INFLUENCES MODEL
describes the various factors that affect news content, organized on a continuum from a micro level to a macro level.
LOW - Individuals-routine practices-media organizations-social institutions-social systems – HIGH
AGENDA SETTING, PROS/CONS
What to think about.
Process in which only few issues are prioritized when even more important ones are ignored.
* Strengths: explains how news media can have important effects, empirically demonstrates links between media exposure and perception on importance of public topics.
* Weakness: difficult to demonstrate that news media cause agenda-setting effects.
CHAPEL HILL STUDY
The same as agenda-setting. strong correlation between what is in the media and what is in the public’s mind.
AGENDA BUILDING
The process in which media, government, etc. influence each other. By that process some issues are becoming more important.