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SOCY 370 MASS MEDIA AND SOCIETY > Chap 1 > Flashcards

Chap 1 Flashcards

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1
Q

What years were the Mgic bullet theory prominent?

A

1800s to 1930

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2
Q

In relation to Mgic bullet theory, the theory proposes that people are irrational and..?

A

Guided by instinct

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3
Q

In relation to Mgic bullet theory, the theory proposes that people are socially isiolated and..?

A

Dpendent on mass mesia to privide a foundation of knowledge and basis for social interaction

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4
Q

In relation to Mgic bullet theory, the theory proposes media messages are…?

A

Recieved in the same way by all audiences

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5
Q

What is the symbolism of the mafic bullet in Magic bullet theory?

A

Since we are irrational beings and media messages reach every eye and ear in the same way the bullet- media- would immidiately bring about the same changes in thoughts and behaviors of entire audiences

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6
Q

When did scholars first start testing magic bullet theory?

A

1920S

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7
Q

Why did media theorists only start testing theory in 1920s? (three things)

A
  1. changes in media industry
  2. public concern over how media affected youth
  3. the maturation of social sciences
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8
Q

What were the main changes in the media industry by the 1920s?

A

each of contempotaty media had b ecome a relality in preliminary form exposing people to more media messages

terchnologicval advances broadend ability to distribute media on mass scale

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9
Q

What were some public concerns of media effects

A

a moral decline Pundints thought films about crime caused crime and that sex and violence were affecting youth

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10
Q

What evidence did pundints point to to ba ck up their point?

A

Women cut their hair short, smiked in poublic and the relations between men and wonen became more intimate and unchaoeeroned in ways they thought wouild lead them astray

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11
Q

When social sciences matured what did they bring to the field in the 1920s?

A

Statistics and research

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12
Q

Why did theories like magic bullet begin to lose valididty as social sciences matured?

A

Social sc ience theory advocated for a wider version of the nature of himan behaviors and magic bullet was too simplistic

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13
Q

Who created the theory of symbolic ingteractionism?

A

Herbert blumer

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14
Q

In relation to testing the magic bullet theory: what were the Payne fund studies?

A

Studies that were funded to test predominent theories and to determine whether media affected audiences

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15
Q

In relation to Payne Fund studies, who was a major figure that conducted an analysis of film content?

A

Edgar Dale

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16
Q

Edgar Dale analyzed 1500 films and categorized them into 10 categoriescontent into 10 categories, what were some of these categories?

A

love, crime, sex, war, mystery. children

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17
Q

What were Edgar dales findings?

A

He found that more than 3/4 of the films dealth with three thematic categories- crime, sex, and love. and the use of tabacco and liquor were openly portrayed

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18
Q

The payne fiund was extremely interested in hiow media messages affected children. what werfe three important findings they found?

A
  1. children aquire information from films
  2. films can change attitudes about subjects
  3. Media is an agent of socialization
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19
Q

Even young chuldren aquire a substantial number of ideas from the movies and that they retain this information even 3 months after viewing films T O F?

A

T

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20
Q

How can films change attitudes?

A

Films can change attitudes toward particular ethnic, racial groups and social issues

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21
Q

Media is an agent of _____

A

socilization

22
Q

In relation to media as an agent of socilization children and younf adults imitate forms of cinduct such as___

A

Beautification, personal mannerisms, and social techniques from movie portrayals and incorporate them into day to day behavior

23
Q

Films are a training vehicle that provided not only models for intimate interpersonal behavior but ____

A

media constructed conceptions of passion, romance, courtships, flirting, and other forms of relationships

24
Q

as a part of the payne studies What two theories came from Herbert blumer?

A

Modeling and attribution theory

25
Q

What is Modeling theory?

A

It argues our attitudes values and behaviors are developed in part through observation.

26
Q

What is an example of modeling theory?

A

Media shows situations and various forms of conduct in very attractive ways and provide models for an audience to imitate and incorporte into on’s own lifestyle

27
Q

What is Attribution theory?

A

States that we attribute traits to groups of people from observing repetiive actions by groups memeber

28
Q

In relation to ASttrubution theory- media messages provide a _____

A

Basis for these attributions

29
Q

Why is attribution theory problematic?

A

Because if we rely on our media to attribute scertain traits to roup members with different identities and we internalize those we begin to establish harmful stereotyopes

30
Q

The payne fund research provided the first systematic analysis of___?

A

Mass media which provided an important sunction for subsequent rsearch

31
Q

In 1941 after wwii thousands of men and women enlisted in the armed forces, however one serious problem the army encountered was?

A

The sheer ingnorance of the majority of draftees concern ing public affairs. few recruits had any grasp of the events that propelled the us into war

32
Q

Because the army had all of these recruits with inadequate knowledge what did they do to combat this?

A

Commisioned frank campra to create a series of seven training films entitiled, why we fight?

33
Q

In relation to the why we fight films what were thefindings?

A

That soldiers did indeed learn from these films.

34
Q

After finding out the why we fight videos were successful what were the subsequent steps scholars followed?

A

they wanted to figure oiut what conditions were conducive to learning fro media. This lead to the creation of THE LEARNING MODEL

35
Q

What are the three main components of the Learning model?

A
  1. get the attention of the cviewer
  2. be comprehensible to the viewer
  3. a viewer must accept the message
36
Q

In relation to the learning midel, what does “nMEssages must get the attention of t?he viewer mean

A

If communication does not have your attention you can not be persduaded by it

37
Q

In relation to the learning model what does “ Messages must be comprehensible” mean?

A

Researcher found that some messages may be to complex or ambiguous. and that comprehension varies based on education level (ie frank capra made different films for varyin education levels

38
Q

In relation to the learning model and the “viewer must accept the message” what does acceptance of message s onvolve?

A

Credibility of the communicator

tyoes oif appeal- negative appeals are least effecgive

group afiliation ca affect how open we are to messages

39
Q

In 1960s wat was a mjor theory that had emergered?

A

Functionalism

40
Q

What is functionalism

A

every item in culture exsists because it is useful to the members of that culture

41
Q

Functionalism examines what?

A

Interdependent relationships between individuals, media, and societyu

42
Q

In relation to mass media and functionalism what is imoplicit in this approach?

A

mass media serves as ONE of the many sources that may influence the individual, but its not a sufficient cause of audience effects

43
Q

What three reasons does functionalism posit that people watch tv?

A
  1. for entertainment

for info

for social utility

44
Q

Are the reasons people watch tv mutually exclusive?

A

No. they can be watched for many different reasons

45
Q

How do functionalist define entertainment?

A

Passive pleasure of being entertained. escapism, we don’t have to work or think when watc hing

46
Q

How do functionalist define Information

A

we gather information from what we learn or see in tv and implement that into many facets of our life, how men and woen act, what we wear, what we discuss

47
Q

How do functionalist define a social utility?

A

Tv can serve as a social occassion, oeople gather and eatch and expeience things collectively as a social group

48
Q

What is social construction theory (3 things

A

media do not reflect an external reality but are constructed descriptions of reality. The creators of media content have their own pov and this hspes the charecters and stories they write abo

49
Q

In relation to social construction theory the product we see is the result of many factors which are____

A

Perosnal, ecoonomic and sometimes political

50
Q

In social construction theory presentations of charecters are politically___

A

signifigant

51
Q

In social coinstruction theory all media contain____

A

Ideological values and messages , we learn what is valued in our culture

SOCY 370 MASS MEDIA AND SOCIETY (5 decks)

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