SMAD 101: Exam 1 Flashcards
What are the three societies that media takes a role in?
- Agriculture
- Industrial
- Information
define: Rear-view thinking
using the past to create the future
What is the Agricultural society’s nature of mass communication?
One-way print
EX. album passed through family
(-) some generations were illiterate
(-) relied on oral tradition
define: hard technology
tools we use to accomplish tasks
define: soft-technology
how we use hard technology
What is the Industrial society’s nature of mass communication?
One-way print and electronic media
How did the work hours change from Agricultural to the Industrial Society?
18-12
define: compulsory education
Since people had to read how to use new machines, they had to be literate
What types of media developed in the Industrial Society?
- Radio baseball games
- Records
- Television
What is the nature of mass communication in the Information Society?
Interactive Media
define: subjective truths
- Post-Modernism Era
when we had a gap, we were able to check facts -> now there is no gap in time
Every ___ years information is projected to _____.
7 / double
How do the Information Society and Agricultural Society relate?
Because of all the info of the information society - we are now going back to having LESS FREE TIME (like that of the AS)
___% of workers have information jobs
54
In agricultural and industrial society, the amount of people performing tasks has…
gone down
In the service industry, the amount of works has ________. Why?
Increased / quick, easy jobs -> need to support the businessmen
Which work force has the largest growth?
information society
What are the three types of media?
- mass media
- personal media
- telecommunications media
What do all three types of media have in common?
They involve point to multipoint communication
define: Half-Life
the rate at which technology changes
In the information society, everything is ______ affected.
globally
define: Mediamorphosis
Roger Fidler
- the media is ever-evolving
What are the principles of mediamorphosis?
- Coevolution and coexistence
- Metamorphosis
- Propagation
- Survival
- Opportunity and need
- Delayed adoption
define: coevolution and coexistence
as each new form emerges and develops, it influences the development of other existing forms.
EX. Old DVDs come with Blu-Ray DVDs
define: metamorphosis
new media emerges gradually from old media
define: propagation
- new media propagate dominant traits from earlier forms
- REAR VIEW MIRROR thinking
Reason why younger generations can adapt to new technology so much faster
define: survival
all forms of media are compelled to evolve and adapt
EX. old cell phones were 15-20 pounds
define: Opportunity and Need
- a new media is not adopted on technological merits alone
EX. VHS over Beta - even though VHS was worse quality, it had more time footage
define: delayed adoption
take longer than expected to become commercial successes
EX. computers invented before WW2 but recently given superior purpose
define: Convergence of Media
THEORY: integration of media into common technological base
EX. smartphones
define: Diffusion of Innovations
process whereby innovation spreads in a social system
EX. Twitter - we select by medimorphosis which works best
What are the factors leading to digital convergence?
- Interactive (we want 2 have what we want)
- Demassified (information is personalized)
- Asynchronus (We live in this world, Ex. Morning people and night owls. Opposite = SPECIFIC times)
- Convenience (info reached easily EX. alphabetizing names on Excel)
define: Technological Convergence
merging of print, audio, video into digital media format
define: Economic Convergence
merging of internet and telecommunication companies with traditional companies
define: Cultural convergence
occurs when one group embraces long-standing traditions and practices of another group
define: sustaining innovations
using a device long-term
define: disruptive innovations
this will destroy other innovations
EX. cell phones did to land lines did to telegraphs
What is Saffo’s 30-year rule?
first decade: excitement, little penetration
second decade: lots of flux, beginning of penetration
third decade: technology taken for granted
What are Roger’s 5 critical attributes of successful diffusion?
- Relative Advantage: has to have advantage over current technology
- Compatibility: b/c u know iphone 4 -> u understand iphone 5
- Complexity: u have 2 make technology change seemless
- Observability: If your phone is better people will notice
- Reliability: A cable system to be active during Super Bowl Sunday…or lights
What is Fidler’s 6th Principle?
Familiarity: level of comfort
What are the stages of Diffusion? AIDTA
awareness, interest, decision, trial, adoption
What does the adoption curve answer?
How do we know new technology will be a high-seller?
What are the first two categories of the adoption curve?
- Innovators
2. Early Adapters
What are the last two categories of the adoption curve?
- late adpaters
4. laggards
What are the factors affecting diffusion?
Brian Winston’s Supervening Social Necessities:
- Economics
- Technological
- Social
- Regulation
In Brian Winston’s Supervening Social Necessities, what is the economic factor?
meets needs of company/purchase power of the market
EX. Not about value/technology you develop, but economic times
In Brian Winston’s Supervening Social Necessities, what is the technological factor?
compatible / technological infrastructure
EX. You want to have SEEMLESS phases into new technology
In Brian Winston’s Supervening Social Necessities, what is the social factor?
acceptance/need
EX. MAc Vs. PC
In Brian Winston’s Supervening Social Necessities, what is the regulation factor?
governmental support/trade support
EX. most technology is shipped from abroad
define: Analog
continuous variation / all information is transmitted (including noise)
(-) with replication, loses clarity
define: Digital
takes samples / translates waves into series of 1s and 0s (binary code)
(-) loses some of sound
What’s the advantages of digital over analog?
- less noise (forced to mask some of content)
- easier to manipulate (green screen w/ diff. variables)
- compressible (we can compress full volumes of books onto a simple CD)
- intelligent channels (behavior is changed depending on nature of content - adjusting room temp to feel comfortable)
- integrated networks (you don’t need a bunch of connections EX. cell phone does more than call)
define: Marshall McLuhan’s Global Village
- immediate transfer of info
- globe now smaller/reachable
- common experiences define by media
What are the 3 types of communication?
- Intrapersonal - comm. w/ self (diary)
- Interpersonal - face-to-face or machine assisted
- Mass Communication - point to multi-point (newspapers, television, radio)
What’s the U.S.’s biggest export?
MEDIA
What is the correlation function of mass communication?
interpreting information and editorializing or prescribing action
Who created the linear communication model?
Shannon & Weaver
define: cognitive filter
your mind, interests, emotions
What does the gatekeeping model state?
we often live our lives through a specific reporter
define: Uses and Gratifications Theory
people take an active role in choosing media for the purpose of gratifying needs
______’s typology of needs: cognitive, affective, personal integrative, social integrative, escapist
Alex Tan’s
define: Expectancy-Value Theory
we select media with certain expectations (read TIME to find out about news, etc.)
define: Play Theory
- Origins in Freud’s pleasure principle
- We seek to replicate pleasurable experiences through media – pleasure determined by consumer
define: Hegemony
Marxist strategy / Antonio Gramsci
- by dominating media, you can manipulate power to stay in power
What idea did McCombs and Shaw come up with?
Agenda Setting
define: agenda setting
Media sets the agenda of what are considered important issues (GATEKEEPERS)
Spiral of Silence
Noelle-Neuman
- society threatens deviant individuals with isolation
EX. Solomon Asch’s line-length test
define: Digital Divide
creates a two class society: those WITH technology and those WITHOUT
Digital Divide is also known as ____________________
Information Gap Hypothesis
Who presented the idea of Media Bias?
John Street
define: Partisan Bias
A cause is deliberately promoted
define: Propaganda Bias
Make a case for a policy but don’t explicity state it
define: Unwitting Bias
editorial judgements What do we lead with?
define: Bias by selection
reader makes a judgement off of main story
define: Bias by experience
EX. Alumni says it’s great…you check out JMU
define: Bias by market
EX. stores around JMY now compared to in 1750s…
- Corporate: they tell you the now, not what’s down the road
- Government: controls what media puts out
define: Print Bias
1st admendment issues
- less regulation
Why is bias in the media good?
- people want slanted news
- advertisers gain from knowing biases of media’s audience
- you know where to find info
Why is bias in the media bad?
- system puts pressure on consumers to seek ALL perspectives
- audience lack skills in critically analyzing messages
- inept media literacy
What are the 3 effects research methods of media?
- Content Analysis
- Surveys
- Experiments
define: content analysis
they train on asking/identifying what violence is
- or what is considered to be violent
define: Hypodermic Needle
says violence “injects” everyone and makes them bad
What’s another term for the Hypodermic Needle Hypothesis?
Magic Bullet Hypothesis
What are the 2 kinds of copycat actions?
Prosocial: EX. families see T.V. show highlighting prevention and empathy for Breast Cancer in 60s
Antisocial: EX. kids see T.V. show and go out and start burning cats
define: selective exposure
we select programs that we want to see
define: selective attention
how you focus IN; how attentive you are
define: Selective Perception
how we INTERPRET the message
EX. diff. views in a relationship
define: Selective Retention/Recall
50% of what you just saw/heard, you remember -> by the end of the day - you barely remember anything
define: Selective Behavior of Social Categories
You have to look at how media says what is expected
EX. professor chewed chewing tobacco while playing baseball b/c it was expected
define: The two-step flow of media effects
I show you something –> You follow
EX. online teaching
Media effects can be ______
indirect
define: The multi-step flow of media effects
one person communicates to another
EX. Wesley Mcclain Model
define: Opinion Leader
political process:
- someone who can SWAY your beliefs and attitudes
define: Crystallization
political process:
this where media sharpes vague attitudes we have
EX. when your signing up for class, you think lectures are dumb. Professor secures idea.
define: Reinforcement
You have this idea, how by listening to media, it strengthens it
Who presented the social learning theory?
Albert Bandura
Albert Bandura
Social Learning Theory
Bobo Doll experiment on kids: aggressor vs. non-aggressor
Social Learning and Media
Watching media depicts how we deal/address certain social interactions (behaviors, rewards, justifications)
EX. Georgia Suburban Study
Social Cognitive Theory
Media can teach us to model behaviors, values, beliefs
George Gerbner
Cultivation Theory - Movie called Killing Spree - Studied Media Violence
What is Cultivation Theory?
George Gerbner - Stalagmite Theory: repeated exposure to violence over a period of time impacts the viewer
Who were the first to do research on media violence affecting kids?
Payne Fund Studies
define: Magic Bullet Theory
Media effects on us are immediate
define: Cultivation
Gerbner: stable system of messages/images shapes our conception of the world and everyone around us
define: Mean World Syndrome
Gerbner: Studies found heavier TV viewers = more fear of a violent world
define: homogenized messages
one message for EVERYONE
Priming Effects
We give short exposures that prime an outcome.
EX. If we expose kids to wrestling, why are we surprised people body slam eachother?
AMA declares violence as a ________________
major health problem
define: Media Catharsis
we see what we wish we could see in real life
define: Disinhibition
media decides what we do/believe in
define: Imitation
Ex. Kid wants a packer’s Jersey or Abercrombie jeans because everyone else is wearing it
define: Desensitization
Ex. This is what rambo does
How are women portrayed in media?
underrated/not as women in power
Who is the most unrepresented group in the media
Women
Helen Gurley Brown
Brought attention to the women’s role of independence in her novel “Sex and the Single Girl”
Raoul Cortez
Latino Media - believed we can use media to guide them to do better (Education)
Frederick Douglass
Black American Pioneer - “Narrative of the Life of Frederick Douglass” published in England
Who was a pioneer for Gay and Lesbian American Media?
David Goodstein (The Advocate)
define: yellowface
using white actors to portray asian americans
define: Time displacement
Social & Health Concerns in the media - kids becoming more consumed in media
Closed Societies
When government control weeds out unwanted messages
What are the four types of systems?
- Libertarian
- Social-Responsibility System
- Authoritarian System
- Soviet-Communist
What is the most dominant type of system in the world?
Libertarian (independent government)
Authoritarian System
A government controls all branches of the media
- media used as propaganda
- Iran, Libya, and Burma
Which system is unmotivated by profit?
Soviet-Communist
EX. China and Cuba
define: High-Cultural Context
Japan, China, Saudi Arabia
- consumer depends on shared understanding of the context
define: Low-Cultural Context
U.S., Canada, U.K.
- There’s no need for contextuality
EX. Family Guy / Wipeout
- Meaning is understood right away
define: Cultural Imperialism
Spread of culture into society of another; generally without consent
define: Cultural Hegemony
when powerful corporations exert enormous influence on the global media
