Jan 19th. Understanding different media theories Flashcards
Cultivation Theory
Who came up with this theory? George Gerbner (The guy who researched the impact of television watching)
What does it entail? It cultivates a particular world view through accumulated exposure to certain things. (Ex: Mean-world syndrome due to viewing too much violence/negativity.)
Can you think of any current examples? Yes, most of my friends and family have some form of mean-world syndrome that make it hard for them to feel comfortable in society. I only noticed this once I was extracted from that media bubble to go serve a mission. A few friends of mine in the LGBTQ community, for example, assume that everyone hates them and is biased against them.
Spiral of Silence
Who came up with this theory? Elisabeth Noelle-Neumann
What does it entail? People are afraid of isolation. People are reluctant to express theories or views that will put them in the minority. “A ‘quasi-statistical organ,’ a sort of sixth sense, allows people to gauge the prevailing climate of opinion and determine majority views on matters of public importance.” Even majority opinions can be silenced if they BELIEVE they are the sparse minority.
Can you think of any current examples? Yes. Myself with regard to much of my life, and nearly all of my views. It takes me so much effort to express myself to others. I often find, when I do, that people are much more open-minded and kind than I expected. I’m slowly changing my perceptions, although I still feel like a minority at times.
Third Person Effect
Who came up with this theory? W. Phillips Davison
What does it entail? The assumption that other people are more susceptible to propaganda than we are. Grey Matter - Oingo Boingo!!
Can you think of any current examples? You mean other than the song? I would say probably my family. My dad always taught me that the world is full of good, kind hearted, dumb people. I really wish he would quit underestimating everyone, he might get out of the house more.
Uses and Gratifications Theory
Who came up with this theory? The textbook doesn’t say?? Google search: Elihu Katz
What does it entail? People use media for their own purposes, and they know it. Despite individual differences, everyone follows common patterns for this. (more about what people do to the media than the other way around. Hard to prove… chicken vs egg circular reasoning.)
Can you think of any current examples? I know I manipulate the media I choose to consume and I have a particular way I like to produce media (and why) but I don’t know if other people do that. When I was younger I had fewer or different criteria for what media I chose… but I suppose that even then I still chose.
Encoding/Decoding
Who came up with this theory? Stuart Hall I think this is my favorite model so far. I can attest to the truthfulness of this.
What does it entail? There are lots of ways to consume media. For your gut reaction, for the author’s intent, to be oppositional toward the little things the author has encoded in their work, or to negotiate something in between all those options and add your own twist or variations when you decode it. Skill with this will vary from person to person depending on background, education, identity, and culture.Can you think of any current examples? I have long been trying to understand why I can enjoy shows and movies that others can’t I think it’s because I often decode by negotiating with the work. I take the author’s intent, the overall message, my own critique, and what I know that I want to see and I mush it all together + some divine inspiration, and use it to better understand the world. I can be fascinated by anything this way.
Agenda-Setting Theory
Who came up with this theory? Paul F. Lazarsfeld and Robert K. Merton
What does it entail? “Conferring status is one of the primary functions of the media.” If you’re the center of attention, then you matter. Wow, you’re famous! (a joke I make any time someone garners any small amount of attention online). It usually is both funny and flattering. “The press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling it’s readers what to think about.”
Can you think of any current examples? Fame is arbitrary, but we’re still dazzled by it. Most recently I saw go wild when a band invited someone from the audience to come up and play the drums with them. This guy was not particularly important to anyone before that moment. Or, for example, Trump seemed to want to be (and continues to want to be) the center of attention in all that he does- including being president or owning a hotel chain. Perhaps not everyone wants to be famous, but the fact that it’s very appealing to at least some people is true. I would argue it’s not as appealing as we think it is, and it really depends on the culture of the people in question whether they actually want that. In many ways, fame is not for everyone.
“Digital Divide”
“Digital Divide” between those with the internet and those without. Political economists study questions of how those who own the media exercise power over what is represented and what is not.
What is media ecology?
The study of the media environment and it’s interaction with society.
