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Intro to Comm Exam 3 > MASS MEDIA & MASS COMMUNICATION > Flashcards

MASS MEDIA & MASS COMMUNICATION Flashcards

1
Q

`Hypodermic Needle Theory (a.k.a., Magic Bullet Theory)

What is the Hypodermic Needle Theory (a.k.a., Magic Bullet Theory)?

A

A model of communication that suggests media messages are directly and powerfully injected into the minds of audiences, influencing them in a uniform and immediate way

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2
Q

Hypodermic Needle Theory (a.k.a., Magic Bullet Theory)

How are audiences viewed in the Hypodermic Needle Theory (a.k.a., Magic Bullet Theory)?

A
  • Passive
  • Everyone responds to media messages the same
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3
Q

Hypodermic Needle Theory (a.k.a., Magic Bullet Theory)

  1. the influence of propaganda during World War I and the radio broadcast of “The War of the Worlds” as influences on the development of, and later, the undoing of, the Hypodermic Needle Theory.

yeah idek man

A
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4
Q

Gatekeepers & Gatekeeping

What is the definition an description of a Gatekeeper?

A

“Gate” + the one who “keeps” (open/closes) it

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5
Q

Gatekeepers & Gatekeeping

What is the definition an description of Gatekeeping?

A
  • Opening & closing “the gate”
  • Process of media outlets deciding what to report
  • Controlling the flow and types of information
  • Choosing topics/issues
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6
Q

Gatekeepers & Gatekeeping

Who is Kurt Lewin and what was his original application for Gatekeeping Theory?

A
  • Kurt is the creator of the theory
  • First applied to to food and moms
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7
Q

Agenda-Setting, Framing & Priming

What is the Agenda-Setting Theory?

A

The idea that the media can’t tell you what to think but can tell you what to think about
* Influence WHAT to think about
* Influence HOW to think about it

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8
Q

Agenda-Setting, Framing & Priming

What agenda-setting sources do not do versus what they do?

A
  • Do not tell you what to think, do tell you what to think about
  • Emphasize importance of an issue
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9
Q

Agenda-Setting, Framing & Priming

In this context, define: Framing

A

“To frame is to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation for the item described.”
* Tells the story from a particular perspective

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10
Q

Agenda-Setting, Framing & Priming

In this context, define: Priming

A
  • Offers a prior context
  • Within that context interpret a subsequent story
  • Predisposes view as good or bad
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11
Q

Uses & Gratification Theory (What Do We Do with Media?)

What is meant by concepts in its title: “uses” and “gratification”?

A

bUDDY

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12
Q

Uses & Gratification Theory (What Do We Do with Media?)

What are the 5 different reasons we use/watch/listen to media?

A
  1. Information & education
  2. Entertainment
  3. Personal Identity
  4. Integration & Social interaction
  5. Escapism
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13
Q

Uses & Gratification Theory (What Do We Do with Media?)

How is the audience viewed in the Uses & Gratification Theory?

A
  • Active
  • Individuals think differently
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14
Q

Uses & Gratification Theory (What Do We Do with Media?)

In what ways is this theory is different from the Hypodermic Needle/Magic Bullet Theory?

A

Magic theory says:
* People are passive
* They all think the same
Use theory says:
* People are active
* They dont all think the same

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15
Q

Cultivation Analysis Theory (What Do Media Do to Us?)

What does the term “cultivation” in the title suggest?

A
  • Growing, like im a gardener
  • The gradual process by which long-term exposure to media content shapes and molds the perceptions, attitudes, and beliefs of individuals over time
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16
Q

Cultivation Analysis Theory (What Do Media Do to Us?)

The Cultural Index Project: what scholars involved with it examined and what they claim to have learned from it - GO

right?

A
  • Studied TV programing and the correlation with violence on TV & violence in society
  • Concluded violent media viewing has no impact on violence in society
  • Most people watch TV religously
17
Q

Cultivation Analysis Theory (What Do Media Do to Us?)

Television viewing and perceptions of social reality

IDK how to phrase

A
18
Q

Cultivation Analysis Theory (What Do Media Do to Us?)

What are the effects of heavy viewing of violence on television?

A
  • Held a “mainstreamed” perception
  • Overestimated the actual amount of violent crime
  • Predicted that about 1 in 10 will be a victim of violence
19
Q

Cultivation Analysis Theory (What Do Media Do to Us?)

What are the 3 statements used to measure the “Mean World Index”?

A
  • “Most people are just looking out for themselves”
  • “You can’t be too careful in dealing with people”
  • “Most people would take advantage of you if they got the chance”
20
Q

Cultivation Analysis Theory (What Do Media Do to Us?)

What is the “Mean World Syndrome”?

A

Where heavy exposure to media, particularly violent content, leads individuals to perceive the world as more dangerous, threatening, and violent than it actually is

21
Q

Cultivation Analysis Theory (What Do Media Do to Us?)

Who is more likely to view the world as a “mean” place?

A

Heavy viewers

22
Q

Cultivation Analysis Theory (What Do Media Do to Us?)

In this context, define: Mainstreaming

A
  • When television’s symbols dominate other sources of information & ideas about the world
  • When Views become more similar to television’s reality than to any measurable, objective external reality
23
Q

Cultivation Analysis Theory (What Do Media Do to Us?)

In this context, define: Resonance

A

When things on television are consistent with viewers’ actual everyday realities

24
Q

Cultivation Analysis Theory (What Do Media Do to Us?)

In this context, define: Acceleration

A
  • The speed at which media exposure influences people’s perceptions
25
Q

Cultivation Analysis Theory (What Do Media Do to Us?)

In this context, define: Desensitization

A
  • The diminishing emotional response to violent or disturbing media content over time.

Intro to Comm Exam 3 (3 decks)

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