Mid term Flashcards
Define Technology in the context of communication
Infrastructure vs. Interface
Infrastructure refers to the underlying systems that support communication, while interface pertains to the means through which users engage with technology.
What is the definition of Media?
Understand its scope and functions
Media encompasses various platforms and tools used for communication and information dissemination.
What is Point-to-Point Communication?
Direct communication between individuals
What is Mass Communication?
One-to-many communication (e.g., broadcasting)
What are Network Effects?
The value of a service increases as more people use it
Define Technological Convergence.
The merging of different media platforms (e.g., telephone & radio)
What does Institutional ‘Lockdown’ of Technologies refer to?
How regulations and systems prevent technological change
Define Mass Society.
Large-scale social structures & their influence on individuals
What is Mass Culture?
Culture produced for mass consumption (homogeneity)
Define Popular Culture.
Everyday cultural expressions and entertainment
What is High Culture?
Elite or sophisticated cultural expressions (e.g., opera, classical art)
Define Folk Culture.
Traditional, community-driven culture
What is the Culture Industry?
Media as a business (Adorno & Horkheimer’s theory)
What does Homogeneity refer to in mass media?
The tendency of mass media to produce similar content
What is Broadcasting?
Network vs. affiliate models
What is the role of the Federal Communications Commission (FCC)?
U.S. regulatory body for communications
What is Spectrum Allocation?
How radio frequencies are distributed for broadcasting
What does Broadcasting as a ‘Lock-and-Key System’ mean?
How technology and regulation control access
List different methods of media research.
- Experiments
- Surveys
- Content Analysis
Differentiate between Correlation and Causation.
Understanding the difference
Define Semiotics.
The study of signs and symbols (Sign, Code, Denotation, Connotation)
What is Textual Analysis?
Studying media content (interpretation-based)
Define Hegemony.
How dominant ideologies maintain power
What is Common Sense in the context of media?
How ideas are normalized in society
What is Technological Determinism?
The idea that technology shapes society
What are Utopian vs. Dystopian views?
Perspectives on technology’s impact on society (e.g., Ready Player One)
List the timeline of communication technologies.
- Telegraphy (point-to-point)
- Telephony
- Radio (point-to-point vs. broadcasting)
- Television
How did the telegraph influence long-distance communication?
Revolutionized long-distance communication
What is the Ironies of Communication Technologies Framework?
New technologies are not always as ‘new’ as they seem (slow diffusion, precursors, etc.)
What does the Social Construction of Technology Perspective imply?
Technology is shaped by social processes and interactions
How was the telephone initially used?
Used for ‘visiting’ rather than practical needs initially
What is the impact of the Telegraph Model?
Influenced telephone use
Explain the Natural Monopoly Theory of Regulation.
Why some media industries are regulated
Define Mass Culture Theory.
Definition, origins, and development conditions
What were the Fears About Television in the 1950s-60s?
Concerns about its impact on viewers (The Pedestrian example)
What is Market Failure in media regulation?
Need for national regulation due to market failures
How does Broadcasting work?
Involves spectrum, regulation
What characterized the Post-WWII Three-Network Oligopoly?
Spectrum allocation & limited competition
What is the Hypodermic Needle Model?
Media directly influences audiences
What is the Two-Step Flow Model?
Media influences opinion leaders, who influence others
List the types of media effects.
- Convert
- Reinforce
- Activate
What are the methods of Social Scientific Research?
- Experiments
- Surveys
- Content Analysis
What were the short-term effects of media violence?
Imitation (Bobo Doll experiment)
What are the long-term effects of media violence?
- Desensitization
- Mean World Syndrome
What are the limitations of Social Science Research in media effects?
Define Cultivation Theory.
Heavy TV viewing leads to Mean World Syndrome
What are the critiques of Cultivation Theory?
What is Agenda Setting Theory?
How media influences what topics are considered important
List the methods used in Agenda Setting Theory.
- Content analysis
- Surveys
Differentiate between Media Agenda, Public Agenda, and Historical Agenda.
What is the Social Construction of Reality Perspective?
How media constructs social meaning
What does Semiotics involve?
Signs, codes, denotation, connotation
Give an example of Semiotics in media.
Casablanca as an example
What does Representation in Mass Media refer to?
How different groups are portrayed
Define Cultural Hegemony.
Media maintains dominant ideology
What is Hegemony as a Process?
It is continuously reinforced
Provide an example of cultural reinforcement in media.
Nike Super Bowl Ad Example
Compare Social Scientific vs. Cultural Approach.
- Social science focuses on quantifiable effects (e.g., surveys, experiments)
- Cultural analysis looks at meaning & interpretation (e.g., The Sopranos example)
Differentiate between Content Analysis and Textual Analysis.
Different methodologies and incompatibility
