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UNI > MCM-210 > Flashcards

MCM-210 Flashcards

1
Q

Mass Media

A

Use of tools and technologies to deliver a message to a large audience through a medium.

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1
Q

Sociology

A

Study of Human Social Behavior; it studies origins (history), organizations, and development of human society.

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2
Q

Media Sociology

A

Study of how mass media influences the individuals’ social behavior, perceptions and beliefs.

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3
Q

Why is the study of human behavior complex?

A

Humans, themselves, are complex as each individual has his or her own beliefs, personalities and perceptions.

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4
Q

4 Functions of Media in Society

A
  1. Surveillance of the Environment
  2. Correlation Function
  3. Cultural Transmission & Influencing Societal Norms
  4. Education & Entertainment
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5
Q

Socialization

A

A complex process where an individual acquires a personal identity by learning norms, values, behavior and social skills of culture and appropriate to his/her social position, social class and gender.

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6
Q

Promotion of Socialization can be through:

A
  1. Family teaches core values, ethnic, responsibility
  2. Schools teaches submitting to authority, punctuality, following instructions.
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7
Q

6 Stages of Socialization

A
  1. Primary Socialization
  2. Secondary Socialization
  3. Adult Socialization
  4. Anticipatory Socialization
  5. Re-socialization
  6. Reverse Socialization
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8
Q

Explain Primary Socialization

A
  • A process where an infant learns language and cognitive skills, internalizes norms and values. This socialization takes in the family.
  • Direct & indirect observation and experience are applied to learn the norms of the right and wrongdoings.
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9
Q

Explain Secondary Socialization

A
  • Process where growing child learns lessons in social conducts in peers (school). Socialization continues outside family.
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10
Q

Explain Adult Socialization

A
  • Process where it teaches an adult to take new duties. This stage aims to create different views and bring changes to an adult.
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11
Q

Explain Anticipatory Socialization

A

A process where culture of a “group” with the anticipation of joining that group is learned.

“How does one act in that culture of group?

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12
Q

Explain Re-socialization

A

Process of discarding former behavior patterns and accepting new behaviors. This is to radically change a person.

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13
Q

Explain Reverse Socialization

A

Younger generation transfers knowledge to older generation.

Ex: A child teaching a parent how to use a computer.

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14
Q

7 Agencies of Socialization

A
  1. Family
  2. Peer Group
  3. Religion
  4. Educational Institutions
  5. Occupation
  6. Political Parties
  7. Mass Media
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15
Q

How does the Family facilitate socialization?

A

It forms the child’s personality.

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16
Q

How does the Mass Media facilitate socialization?

A

Transmission of message affects an individual’s personality, norms and values.

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17
Q

Argument 1: Media content has limited impact on audiences because it’s only make-believe; people know it isn’t real.

A

Make-believe
- Rebuttal: News is not make-believe; however, TV films & dramas are produced to seem real.

People know it isn’t real
- Rebuttal: Early Window & Willingly Suspend Disbelief

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18
Q

Argument 2: Media content has limited impact on audiences because it’s only play or just entertainment.

A

Rebuttal: News is not play or entertainment. Media has impact despite of it as a play because it allows us to develop our understanding of ourselves and the world.

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19
Q

Argument 3: If media have any effects at all, it’s not the media’s fault. Media simply holds a mirror to society & reflect the status quo, showing us and our world as they already are.

A

Rebuttal: Media holds a selective mirror. Some are over-represented, under-represented and disappeared.

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20
Q

Argument 4: If media have any effects at all, it’s only to reinforce pre-existing values and beliefs. Family, church, school, and other socializing agents have much more influence.

A

Rebuttal: Traditional socializing agents have lost power, and that reinforcing is not the same as having no effects. If media can reinforce the good, then it can also reinforce the bad.

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21
Q

Micro VS. Macro Level Effects

A

Micro - talks about the effects of media on individuals
Macro - talks about the effects of media on culture as a whole

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21
Q

Argument 5: If media have any effects at all, then it is only on the unimportant things in our lives, such as fads and fashion.

A

Rebuttal: Fads & fashion are of importance to defining & characterizing individuals. If media’s only purpose is to influence unimportant aspects of our lives, then why is it that billions of dollars are invested in media campaigns to influence opinions on social issues?

This indicates that media have a significant impact on important matters in society.

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22
Q

Administrative VS. Critical Research

A

Administrative
- asks questions about immediate & observable influence of mass communication
- concerns itself with direct causes & effects
- narrow viewpoint

Critical
- asks larger questions such as what nation are building; what kind of people are we becoming?
- looks at a larger and more significant cultural questions

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23
Q

Transmission VS. Ritual Perspective

A

Transmission
- sees media as information senders for the purpose of control

Ritual
- sees media as the maintenance of society in time. This binds community.

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24
Q

Mass Communication Theories

A

Theories that explain and predict social phenomena by connecting mass communication to different aspects of our personal lives, cultural experiences, and social systems.

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25
Q

Mass Society Theory

A
  • Media are corrupting forces that disrupt social order, leaving “average” people defenseless against their influence.
  • For mass society theorists, “average” people were those who did not share the theorists’ superior tastes and values.
  • Average people are incapable of understanding the complex world around them.
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26
Q

MASS SOCIETY THEORY: Hypodermic Needle Theory/Magic Bullet Theory

A

Media are seen as a dangerous drug or bullet that kills average people.

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27
Q

Limited Effects Theory

A

Mass media cannot easily influence most people due to one’s individual differences, social categories and personal relationships.

Individual Differences - Intelligence & Education
Social Categories - Religious & Political Affiliations
Personal Relationships - Friends & Family

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28
Q

Two-Step Flow Theory

A

Media has opinion leaders and opinion followers.

  1. Opinion Leaders - consumes media content and interprets it based on their values & beliefs, then passes it to opinion followers.
  2. Opinion Followers - less frequent consumption of media & acknowledges opinion leaders’ interpretations
29
Q

Attitude Change Theory has…

A
  1. Dissonance Theory
  2. Selective Process
30
Q

Dissonance Theory

A

When confronted with new/conflicting info, people experience discomfort (dissonance) which results to people selecting bits of information to process.

31
Q

THREE LEVELS of Selective Processes

A
  1. Selective Exposure - people only exposing themselves to messages that resonates w/ their preexisting beliefs.
  2. Selective Retention - assumes that people remember best messages that resonates w/ their preexisting beliefs.
  3. Selective Perception - predicts people will interpret messages based on their preexisting beliefs.
32
Q

Why is Attitude Change Theory under Limited effects theory?

A

Content is selectively filtered by individuals.

33
Q

Reinforcement Theory

A

Mass media does not influence audiences. Audiences are easily influenced by 7 agencies of sociology. Media mainly reinforces our pre-existing beliefs and values.

34
Q

Uses and Gratification Approach

A

Media simply gives people what they want so that media won’t hold responsibility.

  • People consumes certain kinds of media to meet their specific needs
35
Q

Agenda Setting Theory

A

Repetition & consistency signals people that an event is of utmost importance.

36
Q

Social Cognitive Theory

A

People copy behaviors in 2 ways:

  1. IMITATION of an observed behavior.
  2. IDENTIFICATION of a generalized but related behavior/response.
37
Q

SOCIAL COGNITIVE THEORY: 3 Processes

A
  1. Observational Learning
  2. Inhibitory Effects
  3. Disinhibitory Effects
38
Q

The Frankfurt School

A

It values serious art, and it sees art as means to elevate people toward a better life.

39
Q

British Cultural Theory

A

Media could serve ALL people.

40
Q

News Production Research

A

Study of how economic & other influences news is produced, leading to distort and bias news.

41
Q

FOUR News Production Conventions

A
  1. Personalized News
  2. Dramatized News
  3. Fragmented News
  4. Normalized News
42
Q

Structuration Theory

A

Suggests that social life has a structure that constrains one’s actions.

– Repeating daily actions that follow unspoken rules to ensure that the structure continues to function.

43
Q

Four Effects of Media Violence

A
  1. Aggressor Effect - encourages violent behavior
  2. Victim Effect - increases fear
  3. Bystander Effect - accepts violence as normal, desensitized.
  4. Appetite Effect - desire to watch more violent content
44
Q

Four Types of Punishment in Media

A
  1. Law
  2. Societal Punishment
  3. Conscience
  4. Divine Punishment
45
Q

Violent Movies Result to:

A
  • Increased aggression & crime
  • Create hostile feelings
  • desensitization
  • influence and effect cognition
46
Q

Albert Bandura’s Social Learning Theory

A

Emphasizes the importance of rewards and punishments.

47
Q

Media Literate

A

Ability to analyze and criticize messages and images seen on media.

  • educate others
  • limit access to violence
48
Q

Two Structuring Functions

A
  1. Routines as Constraints
  2. Routines as Social Zeitgebers (“time-givers”)
49
Q

Structuration: Generational Differences

A

Older people have a routinized use of traditional media (TV & Radio) than younger people.

50
Q

Food Consumption and Social Media

A

Social media promotes unrealistic images and misleading information of food consumption which may affect the viewers’ appetite.

51
Q

Mean World Syndrome & Violence

A

Perceives that there is violence everywhere, and that there is no good in this world.

52
Q

FOUR Steps to Create Influential Content

A
  1. Use Three Appeals (Credibility, Logic, Emotion)
  2. Achieve Irresistible Identification
  3. Guide Customer’s Attention with Framing
  4. Take Advantage of Opportune Moments
53
Q

Media Content

A

Media delivering quantitative and qualitative series of verbal and visual information.

54
Q

Curation

A

Sourcing and merchandising products and services that tells a cohesive story that ultimately caters to customer’s needs.

55
Q

Hierarchical Influences Model

A
  1. Individuals (Media Workforce, Reporters, Journalists, Editors)
  2. Routine Practices (Labor Culture)
  3. Media Organizations (Internal Factors)
  4. Social Institutions (Sources)
  5. Social Systems (Ideological/Regional Norms)
56
Q

Organization

A

An entity that employs media workforce to produce media content. It should have an ORGANIZATIONAL STRUCTURE to function and meet its goals.

57
Q

Organizational Structure

A

Management - delegation of tasks

58
Q

How do organizations influence workers to do their tasks?

A

ROUTINES

59
Q

Organizations set routines based in:

A
  1. Ownership
  2. Goals
  3. Internal Structure
  4. Technology/Machinery
  5. Competition/Market Trends
60
Q

Multi-Functional Power Dissemination in News Organization

A

A news outlet functions as a centralized unit whereby each individual has a designated role within the workforce whilst abiding by the implemented policies.

61
Q

Organization Goals

A

PRIMARY - Economic Profit
SECONDARY - Professional Recognition (Reputation)

62
Q

Organizational Roles

A

Front-line Employees
Mid-level Staff
Executive Panel

**All gate-keep media content on their self behalf.

63
Q

How do media owners or top appointed executives control its employees?

A

REWARD - Incentives & Promotions
PUNISHMENT - Demotion & Fire

64
Q

Ideology

A

System of beliefs that define and explain the world, and make value judgements about the world.

65
Q

Problem with Ideology

A

There is NO ABSOLUTE TRUTH. Ideologies do not define or reflect reality accurately; it is distorted due to pre-existing values, beliefs, and social & historical conditions of human existence.

66
Q

Early Marxist Origins

A

FALSE CONSCIOUSNESS

67
Q

Politics of Signification

A

Media produces images which re-presents reality and cultural meanings.

68
Q

Reception Model

A

Sees media as a area of continuous discussions of cultural meanings which endlessly constructs a meaning through time.

“Culture Wars”

69
Q

Cross-class Ideology

A

Coalition of different ideologies whereby it focuses on consumption, pleasure and social status

70
Q

Culture Jamming

A

disrupting or ruining popular and mainstream brands’ reputation through ads.

71
Q

How is media violence portrayed?

A

Clear distinction between good and bad guy; they often get rewarded or punished.

Humor is added in cartoons and other films.

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