Midterm

Question 1

Automaticity

Answer 1

automatic processing of info

Question 2

Media Literacy

Answer 2

set of perspectives used to evaluate media messages and their meaning
ability to analyze, evaluate, and produce media messages

Question 3

5 pricibles of ML

Answer 3

1. mm are representation of reality with point of views
2. each type has diff set of rules
3. MM are controled by economy and politics
4. MM are constructed
5. MM are interpreted and affect ppl in diff ways

Question 4

3 Byilding Blocks of ML

Answer 4

1. personal locus (goals, drives)
2. Knowledgable structures (organizing info esp in 5 area) Media content, Media industries, media effect, real world and self
3. Skills

Question 5

7 SKills of ML

Answer 5

1. abstracting-a short version of message that summerizes points
2. Sythesising-assesing elements into a new structure
3. Induction-infering a theme in some of the set and generalizing it to the whole set
4. Deduction-using a gen set of priniciples to explain particulars
5. Analysis -breaking down messages into important elements
6. Evaluation judging value of the elements
7. Grouping -catagorizing based on similar traits

Question 6

8. Stages of ML

Answer 6

1. Aquiring info 1
2. Language acqusition 2-3
3. Narriative aqusition 3-5
4. Developing Skepticism 5-9
5. Intense Development 9-13
6. Experimental Exploring
7. Criticial Appriciation
8. Social Responisbility

Question 7

3 Advantages of higher ML

Answer 7

increase of appitie for media
more mental codes by self programming
more control of media

Question 8

Info Problem

Answer 8

rate of saturation is increasing each day the amount of info we can absorb is less and less each day

Question 9

Hopes for mL (improvemetns)

Answer 9

2 national organizations
masters programs for it now
books conferences websites

Question 10

Obsticles for ML

Answer 10

funding
not high onimportance in most minds
push back from media industry
difficult to teach (teachers need training)

Question 11

3 Types of Information Processing

Answer 11

1. Filtering -
   ignore or process info
   -media filters for us as well, netflix, google, spam
   -only 1 percent of info gets processed
2. Meaning matching-match keys and symbols of message to previous messages to better understand
   -relies on what you know
   -automatic
3. Meaning Construction-analyze and evaluatte message to create own meaning
   - not automatic
   -use media literacy skills
   -context is key

Question 12

4 states of exposure

Answer 12

1. automatic-no effort or consciousness of exposure taking place
2. attentional-aware of exposure and making effort; partial to exsessive processing
3. Transportational : lose awareness of social world, high emotion, high but narrow focus
4. Self- Reflexive-meta-analysis, high cognitive invovlement , high awareness

Question 13

Assumptions made about early media

Answer 13

1. all media had the same message
2. Believed all people were affected in the same way
3. Mass didnt necessarily mean the size of the audience but rather the type of ppl in the audience
   4 defined mass in four ways
   -no social organization (no rules for media type)
   -no communication among audience
   -heterogenious-all ppl were the same
   -audience members were anoymus

Question 14

Shift from mass audience to niche was result of what

Answer 14

• realaized there was a web of social relationships among audience members
• realized there are many different audiences
• realized people were talking before, during and after about mm
• realized that social environment greatly influenced what you media you came into contact with and how it influenced you
• realized technology was forcing change

Question 15

5 Segmentation Methods

Answer 15

• Social Class
• Geodemographic: people lived there before you and you live there because of them
• Psychographic
• Geographic
• Demographic

Question 16

Why are kids considered a special audience

Answer 16

still developing emotionally, cognitivley and morally
Cognitively kids cannot become sckeptical till 12 or older; also cannot understand persuasive intent until 7 or 8
Morally kids arent socially conscious till 13 till 15
Emotionally-development is consistent with cog development
have less experience with media

Question 17

what rules and regulations are there protecting kids from ads

Answer 17

• amount of ad time allowed in a show
• have bumpers of 5 seconds before and after ad to disigush between ad and show
• v-chip

Question 18

7 Natural Abilities Adults need to be protected from media

Answer 18

1. Fluid Intelligence:
2. Crystalline Intelligence: ability to memorize using verbal thinking
3. Tolerance for Ambiguity-how well you handle unexpected outcomes
4. Non-Impulsiveness: How quickly you make decisions
5. Emotional Intellegence: how well you understand and control emotions
6. Field Independency-being able to distingusih signal info from the noise of the message
7. Conceptual Differentation: ability to group and classify

Question 19

3 Parental Techniques for regulating media with kids

Answer 19

1. Co-viewing: viewing together; uncertain to how much it is done; descreases with age
2. Active Mediation: watching and discussing inappropriate content and why; most successful but rarly done
3. Restrictive Mediation: ususally done to the type of content and not the amount; used in higher educated mothers