Exam 1

Question 1

a mental state where our minds automatically filter out almost all message options

Answer 1

automaticity

Question 2

the world should be viewed and organized according to reason and science, not myths, social traditions, etc

Answer 2

enlightenment

Question 3

asking questions about the world, testing answers based on experience and logic, and debating the value of answers

Answer 3

reason

Question 4

the application of reason to discover substantiated generalizations about the natural and social world

Answer 4

science

Question 5

doing self reflection on your own media digest

Answer 5

personal locus

Question 6

a set of rules applied to a context

Answer 6

media literacy

Question 7

the self/ individual perspective

Answer 7

audience

Question 8

everyone getting the same info with different interpretation

Answer 8

mass communication

Question 9

everyone interpreting the mass info the same way

Answer 9

mass understanding

Question 10

literal meaning

Answer 10

denotation

Question 11

deeper meaning

Answer 11

connotation

Question 12

taking in the context to find the deeper meaning

Answer 12

meaning construction

Question 13

the natural result of automaticity

Answer 13

filtering

Question 14

messages that appeal to different kinds of people

Answer 14

niche audiences

Question 15

based on an industrial-type conceptualization

Answer 15

mass audience

Question 16

conceptualized as a relatively small group who share an interest

Answer 16

niche audience

Question 17

a classification of people according to their values and lifestyle choices based on a 1980 research project

Answer 17

VALS typology

Question 18

using other forms of media to promote a message

Answer 18

cross-media promotion

Question 19

when a company markets a message through as many vehicles as they own

Answer 19

cross-vehicle promotion

Question 20

when a mass media organization has attracted you to a message and conditions you for repeated exposures

Answer 20

audience conditioning

Question 21

break down into meaningful elements

Answer 21

analysis

Question 22

making a judgment

Answer 22

evaluation

Question 23

determining which elements are alike

Answer 23

grouping

Question 24

inferring a pattern

Answer 24

induction

Question 25

general principles to explain particulars

Answer 25

deduction

Question 26

assembling into a new structure

Answer 26

synthesis

Question 27

creating a description capturing the essence

Answer 27

abstracting

Question 28

instruments that deliver info

Answer 28

message

Question 29

composed of accepted beliefs that can’t be verified by authorities the same way

Answer 29

social info

Question 30

discrete bits of info that can’t be debated

Answer 30

factual info

Question 31

rules for decision making that we have learned through media exposure that are stored in our memory and are automatically activated

Answer 31

mental codes

Question 32

a set of perspectives that we actively use to expose ourselves to the mass media to process and interpret the meaning of the messages we encounter

Answer 32

media literacy

Question 33

distorts info that gets people to feel something emotionally that doesn’t make a lot of sense cognitively

Answer 33

propaganda

Question 34

“The center cannot hold”

Answer 34

modernism

Question 35

how meaning is created

Answer 35

semiotics

Question 36

“The medium is the message”

Answer 36

Marshall McLuhan

Question 37

latin for “threshold”

Answer 37

liminality

Question 38

the communication of information and ideas

Answer 38

public sphere

Question 39

skills, knowledge structures, personal locus

Answer 39

three building blocks of media literacy