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Journalism 3745 > Exam 1 > Flashcards

Exam 1 Flashcards

1
Q

Characteristics of culture

A

Specific, socialization, subcultures, shared, change

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2
Q

Mass Media as Cultural Storytellers

A
  • A culture’s values and beliefs reside in the stories it tells
  • Our stories help define our realities, shaping the way that we think, feel and act.
  • Audience responsibility – question story tellers, interpret meanings and what they say about our culture and us.
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3
Q

Mass Communication as Cultural Forum

A
  • Mass media has become a primary forum for the debates in our culture.
  • The loudest voices have the most power.
  • Where should the power reside? Media or audiences or others (advertisers)?
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4
Q

6 Different definitions of popular culture

A
  1. Quantitative
  2. High vs. Low Culture
  3. Mass Culture
  4. Folk Culture
  5. Gramsci-Hegemony-Struggle
  6. Postmodern Culture
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5
Q

Characteristics of popular culture

A
  1. Origin
  2. Motivation
  3. Diffusion-locally, nationally, globally
  4. Shelf-Life (short)
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6
Q

High culture scholars’ perspective

A
  • “elite” intellectuals
  • identify popular culture as low culture (mass produced)
  • only the few can only enjoy pop culture
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7
Q

Popular culture scholars’ perspective

A
  • High vs. Low Culture
  • Criteria
  • Access
  • Divide vs. Unite
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8
Q

Edifying Impulse

A

Wanting to expose people to what is good for them (good culture)
Pop culture = dumbing down the masses

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9
Q

Steven Johnson’s perspective

A

Everything Bad Is Good For You

  • Popular culture is NOT dumbing us down
  • Then vs. Now
  • Narrative complexity
  • Cognitive complexity
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10
Q

5 Media Trends

A
  1. Media Fragmentation
  2. Concentration of Ownership
  3. Mass Media Conglomerates
  4. Cross-Media Ownership
  5. Globalization
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11
Q

Stages from creator to consumers

A
  • Production
  • Distribution
  • Exhibition (movie theaters, book stores, streaming services)
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12
Q

Political Economy Perspective

A

Find answer

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13
Q

Vertical Integration (definition, benefits, and concerns)

A 
Definition:
-Managing each stage of the production process
-Core interests
-Example (book)
Benefits:
-Product control
-Cost control
-Competitive advantage
Concerns:
-Lack of diversity of what is presented, financial risk
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14
Q

Horizontal Integration (definition, benefits, and concerns)

A 
Definition:
-Cross-media ownership
Benefits:
-Synergy
-Most conglomerates engage both in vertical & horizontal integration
Concerns:
-Creators
-Smaller Independents
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15
Q

Synergy

A

The dynamic where components of a company work together to produce benefits that would be impossible for a single, separately operated unit of the company

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16
Q

Conglomerates - consequences

A

Benefits: more control, more profitable, better products (for customers)
Concern for smaller companies:
-Kept out of the industry
Concern for consumers:
-Control everything we see - lots of power

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17
Q

Problems facing Nielsen

A

Clarity?

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18
Q

Advertiser’s consumer segment and Network TV Show’s audience

A

They correlate

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19
Q

Audience sold as commodity

A

-Media produce (attract) an audience to sell it to advertisers.

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20
Q

Commodification

A

The process whereby a product, a person, etc. is transformed into an object that is available for sale for a profit.

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21
Q

How networks view audiences

A
  • Networks need to think about what type’s of audiences their shows attract because these are the audiences they’re selling to advertisers.
  • Screenwriter –> Networks –> Advertisers
  • Advertisers –> Networks –> Screenwriter
22
Q

Hyper-Commercialism (definition and consequences)

A

Definition:
-Heavy bombardment of advertising messages (advertising clutter) in the media.
-Media are more concerned about pleasing advertisers (increasing ratings to attract advertisers) than about producing good quality TV shows or informative news
Consequences:
-High quality shows with low ratings
-High quality shows with high ratings but wrong audiences
-Low quality shows with high ratings and right audiences

23
Q

Audience as a Labor Force

A

The audience works for the media companies – In return for the audience watching the commercials, the media companies pay the audiences by giving them free TV.

24
Q

Trends

A

Convergence – advertising, branding, and entertainment

25
Q

Why is convergence happening?

A
  • Audience fragmentation (multiple platforms)

- Ad-avoidance

26
Q

Product integration

A

One type of embedded advertising

27
Q

Characteristics of embedded advertisng

A
  • Paid
  • Credibility
  • Agencies
28
Q

Intended effects of product placement

A
  • Mere exposure
  • Association
  • Brand Awareness, Recall
  • Create Realism (increased authenticity of the content)
  • Revenue stream for production
29
Q

Unintended effects of product placement

A
  • Story content may be compromised
  • Suspension of disbelief disrupted
  • Reactance (if people know they’re being controlled, there’s backlash)
  • Controversial products (smoking, alcohol, etc.)
30
Q

Issues with product placement

A
  • Persuasion Knowledge Model: traditional advertising vs. product placement (fewer defense mechanisms)
  • Fewer cognitive resources dedicated to processing
  • Mere exposure (familiarity) leads to persuasion
31
Q

Proponents of increased regulation

A
  • Includes the Screen Actors Guild (SAG), Writers Guild of America, West (WGAW), and Commercial Alert (nonprofit organization).
  • Commercial Alert’s Mission: keep the commercial culture within its proper sphere, and to prevent it from exploiting children and subverting the higher values of family, community, environmental integrity, and democracy.
  • Offered different suggestions, for mandatory disclosure of product placement.
32
Q

Media-as-Shaper approach

A

Media content changes our culture and society

33
Q

Media-as-Mirror approach

A

Media content reflects our culture and society

34
Q

Direct (bullet) effect

A

Media –> Behavior
Message –> Attitude –> Behavior
People don’t even think about it; they just react

35
Q

Limited effects

A
  • Selective exposure
  • Media –> Opinion Leaders –> Attitudes –> Behavior
  • People believed media had no effect
36
Q

Indirect effects

A

Message –> Cognitive –> Attitudes –> Behavior

37
Q

Cultivation Theory

A

Message –> Cognitive –> Attitudes –> Behavior

  • Repeated exposure
  • Believed the world was more violent than it actually was
38
Q

Uses & Gratification Model

A 
Assumptions:
1. Audience is active - media use is goal-oriented
2. People are aware of their needs and actively use media to fulfill them.
Functions of media:
-enjoyment/entertainment
-surveillance
-information/interpretation
-companionship
-social identity
-personal identity
39
Q

Encoded meaning

A

What the creator of a message intended it to mean

40
Q

Decoded meaning

A

What the audience understands of a message

41
Q

Vulnerable consumer

A

(children)

  • limited personal experience
  • limited persuasion knowledge
  • counterarguments - parents provide context
42
Q

Active consumer

A
  • active receiver

- relatively more cognitive

43
Q

Arousal

A

excitement - heightened arousal states

44
Q

Imitation

A

observational learning

45
Q

Desensitization

A

less sympathetic

46
Q

Disinhibition

A

less inhibited due to social sanctions (norms)

47
Q

Catharsis

A

vent aggressive impulses

48
Q

Public Welfare Frame

A

They believe violence has an indirect effect on attitudes and behavior

49
Q

First Amendment Frame

A

Argue there’s no direct relationship between violent content and behavior

50
Q

Regulating TV Violence (problems)

A
  1. Defining violent content
  2. Determining what to regulate
  3. Free speech
  4. Failure to use ratings & V-Chips
  5. Concern regarding empirical research results

Journalism 3745 (3 decks)

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