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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
Social currency
Media provides us with something to share with another person
26
Direct effects model
The idea that everyone is effected by the media in the same way
27
Priming
Top of minded awareness about what they want us to think about
28
Uses and gratifications
1. Users seek media to meet their needs 2. Medium is message//each has a purpose 3. Assumes active audience
29
Cultivation//Gerbner Mean world syndrome
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
Social learning//bandura
Learn social norms from media
31
Spiral of silence
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
Selective exposure
We only expose ourselves to opinions similar to ours
33
Selective attention
Only pay attention to info that reinforces our beliefs
34
Selective perception
Looking at the world through a lens that helps us
35
Media conglomerate
A company that owns numerous other companies involved in mass media enterprises
36
Monopoly
Exclusive possession of control of the supply of trade in a commodity or service
37
Oligopoly
A state of limited competition, in which a market is shared by a small number of producers or sellers
38
Antitrust
Relating to legislation preventing or controlling trusts or other monopolies, with the intention of promoting competition in business
39
Deregulation
Process in which a government removes control and rules about how newspapers, tv channels, etc. are owned and controlled
40
Horizontal integration
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
Vertical integration
Combination in one company of two or more stages of production normally operated by separate companies
42
Public relations
Management of relationships between an organization and its public
43
Publics
Group in which an organization has a mutually beneficial relationship
44
The public relations society of America
A place for P.R. professionals to network and build the industry. Led to a capability of getting an APR.
45
Muckrakers
Dug up dirt, investigative reporters
46
Edward Bernays
Father of modern public relations. Nephew of sigmund Freud.
47
Ivy lee
Considered the founder of public relations
48
RACE model
1. Research 2. Action and planning 3. Communication 4. Evolution
49
Four models:
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
PESO
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
Advertising
Sponsored message usually intended to establish a brand or image or to sell a product or service The paid category of PESO
52
Volley Palmer
Represented newspaper in going out and trying to get people to purchase ads
53
Wayland ares
Represented Corinne and helped them figure out where it was best to get their clients message out to the intended audience
54
News hole
40% actual content, 60% ads
55
Traditional advertising
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
New advertising
``` Search engines: -sponsored link -click through fees Social media Virtual advertising in sports Redundancy techniques Buzz, viral, and stealth ads Product placement ```
57
Effectiveness
``` 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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