Candidates and the Media (Unit 8, Lesson 2) Flashcards
What is a medium?
A medium is a method of communicating information, entertainment, or other messages. Examples include television, radio, the internet, and cell phones.
What is mass media?
The term mass media refers to methods of communicating with large numbers of people.
What is the media’s role as gatekeeper?
The media decides which stories and issues are important enough to receive public attention—and which aren’t. As a citizen, it is important for you to realize there are many things you will never hear about on the news.
The media is a business. Most people get their news from TV, radio, or a newspaper, and these are mostly for-profit. They make money by selling time or space to advertisers. Advertisers won’t pay for ads nobody will see, so for-profit media must make the news as exciting as possible to attract lots of viewers.
What is media bias?
The media is also biased. Biased means favoring one view over another. As a human being, it is impossible to be completely unbiased even if you try. The most common bias is being more politically liberal (leaning toward the Democrats) or conservative (leaning toward the Republicans).
What is the media’s role as agenda setter?
Because of its role as gatekeeper, the media is largely responsible for deciding what issues society discusses in the public sphere. That means the media also determines which issues are on the public agenda, which is the to-do list of issues the public agrees are a priority. The media’s role as agenda-setter is controversial.
What is the media’s role as watchdog?
In its role as watchdog, the media keeps watch on the government and others in power. Thanks to the media, we live in a world where we can turn on the television and watch our government in action at any given moment. Without the media, we would not know what is happening behind closed doors.
What is propaganda?
Propaganda is media that uses messages to manipulate people’s actions and beliefs. It has only one purpose: to persuade you. It uses biased, or one-sided, messages to appeal to peoples’ emotions instead of their reasoning.
What is concealed propaganda?
When propaganda is presented as being factual and its sources are kept secret, it is called concealed propaganda.
What is revealed propaganda?
Revealed propaganda is much more common in the U.S. It makes readers or listeners aware that someone is trying to influence them, as in commercials.
What is the testimonial technique?
Usually involves celebrities or other respected people endorsing, or officially supporting, a product or idea. The person could be famous, knowledgeable about the product, or just an ordinary person who claims the product has worked for them.
What is the bandwagon technique?
“Jumping on the bandwagon” describes people choosing to go along with the rest of the crowd. Bandwagon propaganda creates the impression that there is widespread support for a thing.
What is the name-calling technique?
Using negative words and bad names to create fear and dislike. Name-calling can be verbal or visual.
What is the glittering generalities technique?
Shows the subject of the message in a positive light, but provides little information. Simple, clever slogans that appeal to emotions.
What is the card stacking technique?
Uses facts and figures to show one side as positive and the other side as negative. The message shows only positive information about what’s being promoted, and only damaging information about the opposition.
What is the plain folks technique?
Send the message that a product or person is “just like you.” An advertiser will show an ordinary looking person who vouches for how well a product works. Politicians have their picture taken visiting coffee shops, riding on tractors, and doing other things that everyday people do.
