Chater 17: Media Flashcards
Media convergence
The increasing interconnection of media content and communication technology
Microblog
A combination of blogging and texting supported by the website Twitter
Selective exposure
A process by which we seek media messages that match our values rather than those that do not
Agenda-setting theory
The theory that media tell people what to think about by determining what they watch, read, and hear
Cultivation theory
The theory that television encourages or cultivates a distorted view of the world among heavy viewers
Product placement
An advertising strategy involving featuring particular brands in the storyline of a movie, television show, book, or even comic strip
How do media messages affect politics
Political advertising and attack ads
Political advertising
Media messages designed to influence people’s political decisions
Attack ads
Ads aimed to make opposing candidate look bad
- greater effect on voting behavior than positive ads
Supreme Court decision (Citizens United)
In 2010 it was ruled that corps + unions are allowed to give as much money as they want to political candidates under 1st amendment (freedom of speech)
How do media messages affect health and wellness
Health campaigns:
- Ex: COVID-19
Desentitization theory
Catalytic theory
Desensitization theory
Theory that people’s acceptence of real-life violence grows as they see more violence reflected in the media
Catalytic theory
Theory that watching violence in the media can encourage real-life violence, but only if other influences are also present:
○ If violence is rewarded and glorified
○ Portrayed in an excited manner
○ Revenge (Rights a wrong)
○ Relates to the person in situation
What media oversights control what we are exposed to?
- FCC
- Equal time rule
- Vchip
Federal agency responsible for overseeing media?
FCC: federal communication commission
- Regulates broadcasting channels + radio (not satellite)
○ doesn’t regulate cable
