Mass Media Effects

Question 1

self- presentation

Answer 1

literal ‘packaging and editing’ of one’s identity

Question 2

motivation process (self- presentation)

Answer 2

you have to be motivated to do the editing of yourself

Question 3

high self-monitors (motivation process)

Answer 3

high motivation to make yourself look really good

Question 4

low self-monitors (motivation process)

Answer 4

you pretty much say what you think and feel without filtering it to look attractive

Question 5

construction process (self- presentation)

Answer 5

‘packaging and editing’ process

Question 6

front-stage (self- presentation)

Answer 6

there is an audience available who will be receiving our message

Question 7

back- stage (self- presentation)

Answer 7

we are who we are in that moment, just being

Question 8

in-face (face work)

Answer 8

when we are out and managing our presentation well

Question 9

out-of-face (face work)

Answer 9

when there is a disconnect between the self you’re trying to present and what is presented

• Challenges our honor
• May lead to embarrassment

Question 10

Media Effects theory

Answer 10

• Media= windows which allow us to see outside, beyond us
• Media= interpreters, who send messages
• Media= platforms, which convey information

Question 11

Technological Determinism

Answer 11

• Theorist Marshall McLuhan
• Theorized that media is a critical force that determines how people think, feel, and act, and how societies organize themselves.
• Marshall also argued that technology in our lives had created a ‘global village’

Question 12

Tribal Epoch (Pre 1450 AD)

Answer 12

storytelling, oral communication were primary means of interacting, conveying tradition, entertaining, sharing information
- leaders were storytellers

Question 13

Literate Epoch (2000 BC- 1450 AD)

Answer 13

• Phonetic alphabet created= communication through distance
• Required less memory
• Gave us the ability to gain information from multiple sources
• Fostered ocularity (importance of insight)
• Written communication become more linear, developed

Question 14

Print Epoch (1450- 1850 AD)

Answer 14

• Allowed copies of mass info to be printed for quicker and lower price, more people became literate
• Fostered ocularity
• Revolutions began to occur during knowledge-power shift

Question 15

The Medium is the Message (original one)

Answer 15

• Form shapes content

- The primary method of the day is shaping the content of our relationships

Question 16

The Medium is the Massage

Answer 16

The Medium can shape the way we think about things/ what we believe

Question 17

The Medium is the Mass-age

Answer 17

Our lives are infused with mass media; we are in the electronic age

Question 18

hot media

Answer 18

• All sensory info. necessary to understand the message is given to you.
  Ex: radio, print, photographs, movies, lectures

Question 19

cool media

Answer 19

Demands involvement from individual to process the info.

Ex: telephone, speech, cartoons, television, seminar

Question 20

Hot & Cool Media (idea)

Answer 20

different media shapes content differently

Question 21

Media Effects Theory

Answer 21

how media shapes how we see the world and our interactions

1) Certain groups are especially vulnerable to media effects. (Ex: children)
2) It is heavy users/interactors which are most affected by media

Disagreements:

1) Does media have long term or immediate effects?
2) What is media impacting?
3) Is media impact direct or indirect?

Question 22

Priming (media effects)

Answer 22

media stimulates recall of our ideas/ opinions
- You are forming connections
- The message itself is in the association you make
Ex) Obama goes to Mexico, I really want a burrito. Subliminal advertising

Question 23

Framing (media effects)

Answer 23

A particular treatment/spin to a topic
- How they talk about it
- Promotes a particular definition/ interpretation of the subject matter
Ex) Politics- the use of words

Question 24

Agenda setting (media effects)

Answer 24

The choice media makes about what to talk about
- Sets agenda, shapes what people/policy makers are talking about
Ex) Kim and Kanye everywhere

Question 25

Cultivation (media effects)

Answer 25

the way media shapes how we see the world

In a way that’s different from reality

Question 26

Cultivation Theory

Answer 26

• George Gerbner was interested in television as a media source
• States that television is a common experience which creates a view of reality that is inaccurate, but nonetheless what we believe in

Question 27

Cultivation (Cultivation Theory)

Answer 27

the process by which television fosters our beliefs
- Ex: violence: we live in a violent world because media gives us this synthetic world view that violent is highly prevalent.