Mass Media Flashcards
What is a Mass Media?
a telecommunication to multiple receivers using technolgy with an institution
What are forms of mass media?
-newspapers, tv, magazines, film, radio,websites.
What is Mass Media related to?
-consumer behavior
What is Mass Media theory?
- is the “effects” tradition: hypothesized direct effects
- media determines thought:”magic bullet theories” or “injection model” or hypodermic needle model”
- older, less sophisticated theories
What does newer theories say about mass maedia theory?
-acknowledge media effects do exist
-hypothesize greater complexity in what and how
EX: third person effect (watching porn and expecting in the bedroom)
What is Cultivation Theory?
- TV creates or cultivates reality
- # of TV viewing hours directly correlates to view of reality
- “Mean World Syndrome”
- “mainstreaming”
Who created Cultivation Theory?
George Gerbner
How are heavy users of tv influenced?
- watching daytime TV and reading self-help books seems to have a substanital influnence on views of relationships
- relationships between magazines and bosy image
What are the effects of cultivation theory?
-it happens over time, are indirect, are small and gradual, are cumulative, have long term effects, are significant
what is Agenda setting theory?
- media don’t tell us what to think… but it tells us what to think about.
- Media are “Gatekeepers”
What are “Gatekeepers’?
- control over what stories and ideas get presented
- shapes perceptions of events and people (not all the pieces of the puzzle)
What is photography have to do with Agenda Setting theory?
- The myth of photographic objectivity: photographs are not objective representations of reality
- Photography is a subjective medium
- photographers manipulate every aspect of pictures
what does julia wood say about agenda setting theory?
…get off moodle…
What is Uses and Gratification Theory?
- people use media for gratification: enjoyment, meeting needs, etc.
- we select media we think will reward us
- people are active agents who make deliberate chices about media: substantial control
What does uses and gratification theory create?
-this creates substantial pressure on the media to give viewers what they want- otherwise they’ll “vote with their feet”
