Chapter 2

Question 1

Define society

Answer 1

1. the body of institutions and relationships within which people live
2. the conditions in which such relationships are formed

Question 2

Define culture

Answer 2

1. the process of intellectual, spiritual and aesthetic development
2. the works and practices that arise from this development
3. a particular way of life

Question 3

Define media

Answer 3

allows us to share in and understand society and culture

Question 4

Describe the political role of the media.

Answer 4

media offers places for debates and discussion. Also informs on issues and events. Is not politically neutral. Government may control the media directly.

Question 5

Describe the economic role of the media.

Answer 5

Media comprises of major industries. It directly promotes consumerism and capitalism though advertising. Companies control their public images through the media. Development of info communication tech has started economic development in industrializing and industrialized countries.

Question 6

Describe the role media has on the individuals identity.

Answer 6

We create identities through social interaction. Media lets us explore the world and out relationships to it.

Question 7

Describe Katz Lazarsfelds two-step flow model.

Answer 7

Opinion leaders who have better access and understanding of the media pass info to the greater population.

Question 8

What did Harold Innis state?

Answer 8

Oral communication maintains culture over time (time bias). Written communication maintains culture over space (space bias)

Question 9

What did Marshall McLuhan state?

Answer 9

One of the first analysts of electronic communication. Electronic media created a global village and acted as an outered nervous system.

Question 10

What does oral tradition allow for?

Answer 10

flexibility, adaptability and stability.

Question 11

What does literate society allow for?

Answer 11

Allowed for expansion of power and territory. Allowed for the visual representation of ideas to be compared and contrasted. it favors logical, linear and conceptual thinking.

Question 12

What does electronic society allow for?

Answer 12

the removal of social barriers between age groups and genders. It elevated the role of dramatization and spectacle over logic and analysis. Has the ability to frame images and info, omitting certain aspects.

Question 13

What is replacing geographic hubs as centers of power?

Answer 13

Electronic networks.

Question 14

What are 2 characteristics of oral communication?

Answer 14

Radical- can accomplish/disrupt

Conservative- consolidation and affirmation of community

Question 15

What are 2 characteristics of literate communication?

Answer 15

Prosaic- has meaning independent of author or outside context
Prose- emotion, evoking imagery

Question 16

What are 4 characteristics of electronic communication?

Answer 16

• three submodes: broadcast, point to point, and network
• confined by time but not space
• can disappear if not archived
• closing gap bbetween professional and amateur production values