Mass Media Effects Flashcards
self- presentation
literal ‘packaging and editing’ of one’s identity
motivation process (self- presentation)
you have to be motivated to do the editing of yourself
high self-monitors (motivation process)
high motivation to make yourself look really good
low self-monitors (motivation process)
you pretty much say what you think and feel without filtering it to look attractive
construction process (self- presentation)
‘packaging and editing’ process
front-stage (self- presentation)
there is an audience available who will be receiving our message
back- stage (self- presentation)
we are who we are in that moment, just being
in-face (face work)
when we are out and managing our presentation well
out-of-face (face work)
when there is a disconnect between the self you’re trying to present and what is presented
- Challenges our honor
- May lead to embarrassment
Media Effects theory
- Media= windows which allow us to see outside, beyond us
- Media= interpreters, who send messages
- Media= platforms, which convey information
Technological Determinism
- 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’
Tribal Epoch (Pre 1450 AD)
storytelling, oral communication were primary means of interacting, conveying tradition, entertaining, sharing information
- leaders were storytellers
Literate Epoch (2000 BC- 1450 AD)
- 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
Print Epoch (1450- 1850 AD)
- 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
The Medium is the Message (original one)
- Form shapes content
- The primary method of the day is shaping the content of our relationships
The Medium is the Massage
The Medium can shape the way we think about things/ what we believe
The Medium is the Mass-age
Our lives are infused with mass media; we are in the electronic age
hot media
- All sensory info. necessary to understand the message is given to you.
Ex: radio, print, photographs, movies, lectures
cool media
Demands involvement from individual to process the info.
Ex: telephone, speech, cartoons, television, seminar
Hot & Cool Media (idea)
different media shapes content differently
Media Effects Theory
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?
Priming (media effects)
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
Framing (media effects)
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
Agenda setting (media effects)
The choice media makes about what to talk about
- Sets agenda, shapes what people/policy makers are talking about
Ex) Kim and Kanye everywhere
Cultivation (media effects)
the way media shapes how we see the world
In a way that’s different from reality
Cultivation Theory
- 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
Cultivation (Cultivation Theory)
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.
