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Ariel > Media Literacy > Flashcards

Media Literacy Flashcards

1
Q

Communication

A

The imparting of info or news

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2
Q

Encoding

A

Taking your own thoughts and experiences and communicating it to another person for the person to decode the message

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3
Q

Noise

A

Interrupt communication from taking place, result of semantic differences

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4
Q

Types of communication

A

Intrapersonal:talking to yourself

Interpersonal: one on one
Small group
Large group

Organizational: leads to the functioning of an organization

Intercultural: crosses cultural boundaries

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5
Q

Mass communication

A

A process in which a person, group, or organization sends a message through a channel of communication to a large group of anonymous, diverse people and organizations

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6
Q

Culture

A

Arts and manifestations of human intellectual achievement regarded collectively

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7
Q

Media

A

Collective term for those who create mass content

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8
Q

Medium

A

The channel through which content is delivered

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9
Q

Four main purposes of mass communication

A
  1. To entertain
  2. To educate
  3. To serve as a public forum
  4. To serve as a watchdog for businesses and institutions
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10
Q

Marshall McLuhan

A

Media theorist. Believed new communication technology influenced culture. Felt like messages sent through one medium differed from the same message sent through another. Theorized that we would have a global village of sending messages digitally.

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11
Q

Walter Lippmann

A

Wrote Public Opinion and theorized that the media creates the pictures in our heads

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12
Q

Three phases of media development

A
  1. Pre 4000 BC: spoken word
  2. Agricultural society created hieroglyphics, cave drawings, and written word
  3. Industrial Revolution made literacy more popular and people became more intelligent. Information revolution developed. Buying and selling info became popular and created economic growth
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13
Q

Media convergence

A

The process by which previously distinct technologies come to share tasks and resources. Physical, economic, and content based.

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14
Q

Agenda setting

A

The idea that media tells us what to think about

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15
Q

Framing

A

Journalists using specific information to get the angle they want. There is as much information given as there is left out.

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16
Q

Gatekeepers

A

Someone in the media who makes a decision on what information to give you. In old media they were the strongest influencers.

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17
Q

Opinion leaders

A

Someone in your life or whom you follow that is very important to you. Influences your beliefs and created a frame through which we look at the world

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18
Q

Analyzing media messages we look at:

A
  • author
  • format
  • audience
  • content
  • purpose
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19
Q

Persuasion

A

Act of causing people to do or believe something

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20
Q

Propaganda

A

Use of spoken, written, pictorial, or musical representations to influence thought or action through debatable techniques

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21
Q

Stereotypes

A

Widely held but fixed and oversimplified image or idea of a particular type of person or thing

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22
Q

Prosocial behavior

A

Knowing what is acceptable in society

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23
Q

Deviance

A

Teaches us what is normal by showing us what is deviant

24
Q

Social reality

A

Different from real reality

25
Q

Social currency

A

Media provides us with something to share with another person

26
Q

Direct effects model

A

The idea that everyone is effected by the media in the same way

27
Q

Priming

A

Top of minded awareness about what they want us to think about

28
Q

Uses and gratifications

A
  1. Users seek media to meet their needs
  2. Medium is message//each has a purpose
  3. Assumes active audience
29
Q

Cultivation//Gerbner

Mean world syndrome

A

Media “cultivates a collective consciousness about elements of existence

We think the world is worse than it is because of the media and being desensitized

30
Q

Social learning//bandura

A

Learn social norms from media

31
Q

Spiral of silence

A

Elisabeth Noelle-Neuman

Silence minority opinion for fear of isolation

Illusion of consensus

Media coverage of assumed consensus perpetuated that illusion

Leads to a dominant opinion

32
Q

Selective exposure

A

We only expose ourselves to opinions similar to ours

33
Q

Selective attention

A

Only pay attention to info that reinforces our beliefs

34
Q

Selective perception

A

Looking at the world through a lens that helps us

35
Q

Media conglomerate

A

A company that owns numerous other companies involved in mass media enterprises

36
Q

Monopoly

A

Exclusive possession of control of the supply of trade in a commodity or service

37
Q

Oligopoly

A

A state of limited competition, in which a market is shared by a small number of producers or sellers

38
Q

Antitrust

A

Relating to legislation preventing or controlling trusts or other monopolies, with the intention of promoting competition in business

39
Q

Deregulation

A

Process in which a government removes control and rules about how newspapers, tv channels, etc. are owned and controlled

40
Q

Horizontal integration

A

Process in which a company increases production of goods and services at the same part of the supply chain. Could be done via interns, expansion, acquisition, or a merger.

41
Q

Vertical integration

A

Combination in one company of two or more stages of production normally operated by separate companies

42
Q

Public relations

A

Management of relationships between an organization and its public

43
Q

Publics

A

Group in which an organization has a mutually beneficial relationship

44
Q

The public relations society of America

A

A place for P.R. professionals to network and build the industry. Led to a capability of getting an APR.

45
Q

Muckrakers

A

Dug up dirt, investigative reporters

46
Q

Edward Bernays

A

Father of modern public relations. Nephew of sigmund Freud.

47
Q

Ivy lee

A

Considered the founder of public relations

48
Q

RACE model

A
  1. Research
  2. Action and planning
  3. Communication
  4. Evolution
49
Q

Four models:

A

Press agentry and publicity model: one way comm., benefits only sender
Public info model: one way communication, mutually beneficial
Two way asymmetric: both communicate, PR doesn’t listen to publics
Two way symmetric: mutually beneficial, good all around

50
Q

PESO

A

Defines the way P.R. practitioners can use media to get their message out

Paid media: complete control
Earned media: not in control
Shared media: not in control
Owned media

51
Q

Advertising

A

Sponsored message usually intended to establish a brand or image or to sell a product or service

The paid category of PESO

52
Q

Volley Palmer

A

Represented newspaper in going out and trying to get people to purchase ads

53
Q

Wayland ares

A

Represented Corinne and helped them figure out where it was best to get their clients message out to the intended audience

54
Q

News hole

A

40% actual content, 60% ads

55
Q

Traditional advertising

A

Newspapers: specific audience, but they are aging. Coupons more imp.
Magazines: better circulation
Radio: reaches a specific audience, commuters
TV: zipping and zapping (channel to channel and fast forwarding. Streaming services. Most ad clutter.
Online: (cheap) ad blockers. Tons of ad clutter.

56
Q

New advertising

A 
Search engines:
-sponsored link
-click through fees
Social media
Virtual advertising in sports
Redundancy techniques 
Buzz, viral, and stealth ads
Product placement
57
Q

Effectiveness

A 
Shareability/hype
Psychological reaction:classically conditioned 
Social motivation: bandwagons
Metrics: statistics
Product recall: jingles and slogans
Purchase
Staying power

Ariel (4 decks)

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