Exam One Flashcards
What are the seven principles for media literacy?
- Media are texts that can be read
- media are representations that help construct our individual realities
- media are influenced by industrial pressures
- Media are influenced by political pressures
- media are impacted by format
- audiences are active participants
- people believe media tell us and influence who we are as a culture
Utopian Views
media is good, or it was bad but it’s getting better
- you can turn it off, it gives us a sense of common culture, watchdog function, educational/inspirational
Utopian Views Critique
ignores commercial interests
employs the myth of progress
Dystopian Views
media is bad or was good but it’s getting worse
-it’s a propaganda tool, passive consumption, an addictive drug, consumerist
Dystopian Views Critique
this view is elitist, a nostalgic argument, it’s difficult to prove causation or correlation, consumption can be active
Mirror Views
Media reflects reality or reflects the interests of the audience
Mirror Views Critique
ignores agenda setting function of the media, audiences may disagree or interpret it differently
Technological determinism
technology is the primary agent of change, and is a governing force in society
Social construction
people alter technology by using it how it is most useful to them
-influenced by: investors, government regulation, marketing, peers, price, access
Technological Determinism vs. Social Construction
technological determinism preaches technology changes society, social construction argues society changes technology
Social Shaping
technology and society change eachother, technology influences but doesn’t determine use and can fortify certain social structures while eroding others
The Medium is the Message
McLuhan
-medium itself is more important than the content
hot media
requires little thought
cool media
requires extra information to be filled in by the viewer/receiver
three media production logics
- commodities
- turnstile media
- ad-supported media
- –or hybrid logics—
economies of scope
selling one product across multiple revenue streams
rationalizing the consumption process
- pleasure
- social currency
- surveillance
- interpret
Eight advertising persuasive strategies
- Famous person testimonial
- Plain folks pitch
- Snob appeal
- Association principle
- Bandwagon effect
- Irritation advertising
- Shock advertising
- Hidden fear
seven key concepts for personal connections
- Interactivity
- Temporal structure
a. Asynchronous vs. Synchronous - Social cues
- Storage
- Replicability
- Reach
- Mobility
convergence
• Blurring of boundaries between distinct forms of media into new types of media networks and delivery systems
technological convergence
- Combines a variety of technologies in a “black box”
* Consume a variety of different software on a single hardware device
trans-media entertainment
• Draws viewers from TV to other content platforms and vice versa
o Ex: voting on American idol
content convergence
• Content shared across different media
o Ex: watching Mad Men on TV, Hulu, YouTube, DVD
advantages of content convergence
• Viewers exposed to more advertising, keeps audiences engaged between airings, reaches a broad audience and collects loyals
convenience technologies
• Technologies that provide flexibility in what, how, when, where, viewers consume media content
impact of convenience technologies
mobile viewing, more formats, more content, more viewing flexibility
digital divide
• The difference between those who have access to digital technologies and those who don’t
participation gap
the result of the digital divide
spatial convergence
• Blurring of boundaries between public and private space and virtual and physical spaces
did the iphone change it all?
- Internet phone, hand technology, extremely customizable, on-the-go consumption, rise of mobile devices as primary computing devices
- Created new configurations of space and practices
iphone, apps and control of future uses
• Apple tries to control third party developers
primary mobile kits
o Stuff you always take with you when you leave the house
• Keys, phone, wallet
secondary mobile kits
o Stuff you take with you in order to occupy a public space
• Laptop, highlighters, chargers
cocooning
• Separating yourself from interacting with the space and people around you
camping
• Creating temporary workspaces in public
footprinting
- Incentives provided by businesses to encourage continued participation
- Ex: member cards, stamp cards, etc.
planned obsolescence pros
- Creates inspiration to innovate and improve
- Creates more revenue for companies
- Big release dates
planned obsolescence cons
• Easy to get left behind, waste, consumer frustration, unnecessary expense
