Media Theory Flashcards
limit access to info promoting their own opinion
Media Monopolies
exists when numerous producers supply the same product
competition
1 company dominates the market
monopoly
2 companies dominate the market
duopoly
a few companies dominate the market
oligopoly
Restraint Of Trade
big isn’t always bad—greater economies of scale
hold back innovations, cut price below cost to drive out competition, high entry cost poses as barrier to entry & keep competitors out
Monopolies
funds left over after paying expenses; motivation for owners of profit
profit motive
determines media content
profit
is great in media companies, compromises public service obligation
pressure for profit
largest possible audience through programs w/ broadcast appeal. ex: In 70s network control 90% of audience & was an inexpensive way for advertisers to reach mass-market
traditional media
targets media to a specific audience segment
Narrowcast
communications media changes everything in society
Technological determinism
Theory that what people identify as issues on media coverage. Media determines important issues of the day and tells people what the issues are
ex: If media is full of stories abt problems in public schools, politicians will address education.
Agenda Setting
media executives; control content of media; each media has its own set;
ex: newspaper-editors
tv news- news anchors & assignment editors
recording industry- record company executives
gatekeepers
theory; examines how writers slant studies; details that writers include in the story; what facts to put in a story: spin or bias
Framing
Surveillance, Interpretation, Values transmission/ Socializing, Entertainment
4 Functions of Media
providing info-news and info
surveillance
interpretation and meaning- editorial pg of newspapers
interpretation
have ideas from one generation to another
values transmission/ socializing
most common function media
entertainment
what we get out of using media-information, entertainment, kill time
Uses and Gratifications
explains media consumption- copy media usage of others
Social Learning Theory
use of computer media for interpersonal communications: e-mail, instant messaging, socializing
Computer Mediated Communication
degree of electronic medium replicates the social cues of face-to-face communication; e-mail has low social presence; videoconferencing has high social presence
social presence
