EXAM 1 Flashcards
Mass communication
is a society-wide communication process in which an individual or institution uses technology to send messages to a large, mixed audience, most of whose members are not known to the sender.
Mass Media
the technological tools used to transmit the messages of mass communication.
Mass Literacy
refers to people’s understand of what media are, how they operate, what messages they are delivering, what roles they play in society, and how audience members respond to media messages.
Censorship
the suppression, alteration or deletion of material which may be considered objectionable, harmful or sensitive.
Dual Product
selling to advertisers. selling to audiences
Public Sphere Model vs. Market Model
public sphere: speak to everyone as if they are citizens.
market model: looks at people as consumers, success is how much money the company makes, promotes responsiveness.
Direct/Powerful Effects
The powerful effects that media holds on and audience
Random Sampling
Each person in a population has a chance of being selected
Causation vs Correlation
Causation – X causes Y, if I do this, this will result
Correlation – the selection, evaluation, and interpretation of events to impose structure on the news.
Agenda setting theory
says that the media tells the public not what to think but rather what to think about.
Uses and Gratifications theory
looks at the reason why audience members choose to spend time with the media in terms of wants and needs of the audience members that are being fulfilled.
Cultivation Theory (George Gerbner)
Says that the media shapes how we view the world.
George Gerbner
On TV: 1 in 10 characters per week involved in violence
Reality: 1 in 100 people per year involved in violence
Spiral of Silence
suggests that people want to see themselves as holding a majority opinion and will remain silence if they perceive that they hold a minority opinion.
Synergy
a combination of effects that is greater than the sum of individual effects
Conglomerates
is a company that owns numerous companies involved in mass media enterprises, such as television, radio, publishing, motion pictures, theme parks, or the Internet.
Vertical integration vs. Horizontal integration
Vertical integration: controlling all aspects of a media project, including production, delivery to consumers, and promotion of the product through other media.
Horizontal integration: is where an organisation develops by buying up competitors in the same section of the market
Papyrus
an early form of paper made from papyrus reed, developed by the Egyptians around 310 BC.
Johannes Gutenberg’s printing process
The Gutenberg press with its wooden and later metal movable type printing brought down the price of printed materials and made such materials available for the masses.
Dime novels
inexpensive paperback books that sold for as little as five cents. Popular during the civil war era.
Benjamin Franklin and the first public library
The Library Company was officially founded on July 1st, 1731 when Benjamin Franklin and Junto Club members signed the articles of agreement to subscription.
Bibliophiles
a person who collects or has a great love of books.
Authors and Agents
Authors write novels, etc. Agents go out and try to get their clients books read by publishing companies and take a portion of the profits they make from selling their books.
Magazine
a periodical that contains articles of lasting interest.
Golden Age of Magazines (1885-1905)
time when that media was very central to the lives of Americans, when it became more affordable.
Photojournalism
The use of photographs to portray the news in print.
Postal Act of 1879
Legislation that allowed magazines to be mailed nationally at a low cost. It was a key factor in the growth of magazine circulation in the late nineteenth century.
Muckrakers
Progressive investigative journalists typically publishing in magazines in the early years of the twentieth century.
Consumer Magazines
Publications targeting an audience of like-minded consumers.
Trade Magazines
Magazines published for people who work in a particular industry or business.
Literary Magazines
Publications that focus on serious essays and short fiction.
