Ch.1-3 Flashcards
A term to describe the overwhelming amount of information, channels, and media platforms we face daily.
Information Overload
A theory that begins with basic human needs and moves upward through the basic human needs.
Maslow’s Hierarchy of Needs
A theory that suggests that as technologies develop and advance, so must the structure and values of our society and culture, and so must we as human beings.
Technological Determinism
Dominance of the media by a particular group.
Media Hegemony
Economic inequality between groups in terms of access to, use of, or knowledge about information and communication technologies.
Digital Divide
A communication model that includes the information source, sender, and other components of the communication process.
Shannon and Weaver Model
Factors such as age, sex, race, education, etc that help media professionals identify who their audience is and what they want.
Audience Demographics
Ideas and theories about how mass media influence people as individuals, as families, as communities, as nations.
Media Effects
Mcluhans belief that as media technologies evolve, enhanced cultural exchange will become more widely possible.
Global Village
Mcluhan’s theory of minimizing distance via digital media.
Proximity
Identification, study and analysis of all the processes involved in creating and consuming media content across all media types and platforms.
Media Literacy
Messages and media that attract and focus the receiver’s&w attention.
Affinity Paths
Platforms that allow for little or no direct input into the content from the user.
Passive Media
Platforms that allow for the exchange of information between users and the media content.
Active Media
Produced by the gap between what we understand and what we think we should understand. Could also refer to our ability to use and understand how to use media.
Information anxiety
The electronic environment whose center is everywhere at once and whose boundaries are non existent.
Media Space
The entire gamut of technology based communication media, from the telephone to sophisticated internet technology.
Mass Media Platforms
The exchange of ideas and information fast, effectively, and across barriers through technology.
Mediated Communication
The first generation to grow up in a world where digital technologies and the internet were already in place.
Digital Native
The generation transitioning into the digital age.
Digital immigrants
The phenomenon whereby mass media technologies move closet and become connected through different platforms.
Media Convergence
The various processes and influences that go into shaping mass media content.
Media Dynamics
What is considered in good taste within specific cultural context.
Cultural Aesthetics
When the media presents stories and issues to fit the reality that it wants the public the receivers to accept.
Media Framing
The weeding out of unwanted, unneeded, or irrelevant information.
Information Filtering
The breaking down of the difference between cultural contexts.
Cultural Convergence
Communication platforms that enable the exchange of information and meanings between groups and individuals.
Mass Media
Portrays the media as a direct, intense influence that “shoots” beliefs and ideas into the minds of unquestioning audience.
Hypodermic Needle
- media not as powerful as previously thought.
- media can only reinforce existing beliefs formed through community, class, religion, discussion.
- only politically involved people paid any real attention to media coverage.
“Two Step Flow” - media transmits information to “opinion leaders”(those politically involved) who assess the message.
- the opinion leaders then influenced other people
- the minimal effects model gave more credit to readers of media messages
Minimal Effects Model
- is an approach to understanding why and how people actively seek out specific media to satisfy specific needs
- UGT focuses on “what do people do with media”
Uses And Gratification Model
States behavior is learned from the environment through the process of observational learning.
Social Learning Theory
- media set agendas for public concern and discussion.
- media cannot tell people what to think, but it does tell them what to think about
- directs attention to some issues while distracts attention from others
- works best when media consumers do not have direct content with issues being presented.
- media concerns not consistent with the real world
- I. E. Rampant crime and violence
Agenda Setting
Suggests that while the media does not have an immediate effect on its audience, it does have a cumulative, lasting effect overtime.
Cumulative Effects Theory
- Also addresses cumulative impact over time of media
- claim through ritualistic use over time, tv homogenizes otherwise heterogenous population
- heavy viewers have a mainstream and distorted view of culture because of TV.
- exposure to specific information not as influential as exposure to TV in General over long periods of time.
- heavy viewers tend to distract people in general and hold conservative political views even though they consider themselves to be moderates.
Cultivation theory
The idea that people with minority view points are discouraged into silence by louder majority views. “Those views grow in credibility when they are carried by the media, whether they really dominate or not
Spiral of silence
