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SMAD 101 > SMAD 101: Exam 1 > Flashcards

SMAD 101: Exam 1 Flashcards

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1
Q

What are the three societies that media takes a role in?

A
  1. Agriculture
  2. Industrial
  3. Information
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2
Q

define: Rear-view thinking

A

using the past to create the future

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3
Q

What is the Agricultural society’s nature of mass communication?

A

One-way print
EX. album passed through family
(-) some generations were illiterate
(-) relied on oral tradition

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4
Q

define: hard technology

A

tools we use to accomplish tasks

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5
Q

define: soft-technology

A

how we use hard technology

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6
Q

What is the Industrial society’s nature of mass communication?

A

One-way print and electronic media

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7
Q

How did the work hours change from Agricultural to the Industrial Society?

A

18-12

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8
Q

define: compulsory education

A

Since people had to read how to use new machines, they had to be literate

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9
Q

What types of media developed in the Industrial Society?

A
  1. Radio baseball games
  2. Records
  3. Television
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10
Q

What is the nature of mass communication in the Information Society?

A

Interactive Media

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11
Q

define: subjective truths

A
  • Post-Modernism Era

when we had a gap, we were able to check facts -> now there is no gap in time

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12
Q

Every ___ years information is projected to _____.

A

7 / double

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13
Q

How do the Information Society and Agricultural Society relate?

A

Because of all the info of the information society - we are now going back to having LESS FREE TIME (like that of the AS)

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14
Q

___% of workers have information jobs

A

54

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15
Q

In agricultural and industrial society, the amount of people performing tasks has…

A

gone down

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16
Q

In the service industry, the amount of works has ________. Why?

A

Increased / quick, easy jobs -> need to support the businessmen

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17
Q

Which work force has the largest growth?

A

information society

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18
Q

What are the three types of media?

A
  1. mass media
  2. personal media
  3. telecommunications media
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19
Q

What do all three types of media have in common?

A

They involve point to multipoint communication

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20
Q

define: Half-Life

A

the rate at which technology changes

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21
Q

In the information society, everything is ______ affected.

A

globally

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22
Q

define: Mediamorphosis

A

Roger Fidler

- the media is ever-evolving

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23
Q

What are the principles of mediamorphosis?

A
  1. Coevolution and coexistence
  2. Metamorphosis
  3. Propagation
  4. Survival
  5. Opportunity and need
  6. Delayed adoption
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24
Q

define: coevolution and coexistence

A

as each new form emerges and develops, it influences the development of other existing forms.
EX. Old DVDs come with Blu-Ray DVDs

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25
Q

define: metamorphosis

A

new media emerges gradually from old media

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26
Q

define: propagation

A
  • new media propagate dominant traits from earlier forms
  • REAR VIEW MIRROR thinking
    Reason why younger generations can adapt to new technology so much faster
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27
Q

define: survival

A

all forms of media are compelled to evolve and adapt

EX. old cell phones were 15-20 pounds

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28
Q

define: Opportunity and Need

A
  • 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

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29
Q

define: delayed adoption

A

take longer than expected to become commercial successes

EX. computers invented before WW2 but recently given superior purpose

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30
Q

define: Convergence of Media

A

THEORY: integration of media into common technological base

EX. smartphones

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31
Q

define: Diffusion of Innovations

A

process whereby innovation spreads in a social system

EX. Twitter - we select by medimorphosis which works best

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32
Q

What are the factors leading to digital convergence?

A
  1. Interactive (we want 2 have what we want)
  2. Demassified (information is personalized)
  3. Asynchronus (We live in this world, Ex. Morning people and night owls. Opposite = SPECIFIC times)
  4. Convenience (info reached easily EX. alphabetizing names on Excel)
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33
Q

define: Technological Convergence

A

merging of print, audio, video into digital media format

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34
Q

define: Economic Convergence

A

merging of internet and telecommunication companies with traditional companies

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35
Q

define: Cultural convergence

A

occurs when one group embraces long-standing traditions and practices of another group

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36
Q

define: sustaining innovations

A

using a device long-term

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37
Q

define: disruptive innovations

A

this will destroy other innovations

EX. cell phones did to land lines did to telegraphs

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38
Q

What is Saffo’s 30-year rule?

A

first decade: excitement, little penetration
second decade: lots of flux, beginning of penetration
third decade: technology taken for granted

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39
Q

What are Roger’s 5 critical attributes of successful diffusion?

A
  1. Relative Advantage: has to have advantage over current technology
  2. Compatibility: b/c u know iphone 4 -> u understand iphone 5
  3. Complexity: u have 2 make technology change seemless
  4. Observability: If your phone is better people will notice
  5. Reliability: A cable system to be active during Super Bowl Sunday…or lights
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40
Q

What is Fidler’s 6th Principle?

A

Familiarity: level of comfort

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41
Q

What are the stages of Diffusion? AIDTA

A

awareness, interest, decision, trial, adoption

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42
Q

What does the adoption curve answer?

A

How do we know new technology will be a high-seller?

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43
Q

What are the first two categories of the adoption curve?

A
  1. Innovators

2. Early Adapters

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44
Q

What are the last two categories of the adoption curve?

A
  1. late adpaters

4. laggards

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45
Q

What are the factors affecting diffusion?

A

Brian Winston’s Supervening Social Necessities:

  1. Economics
  2. Technological
  3. Social
  4. Regulation
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46
Q

In Brian Winston’s Supervening Social Necessities, what is the economic factor?

A

meets needs of company/purchase power of the market

EX. Not about value/technology you develop, but economic times

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47
Q

In Brian Winston’s Supervening Social Necessities, what is the technological factor?

A

compatible / technological infrastructure

EX. You want to have SEEMLESS phases into new technology

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48
Q

In Brian Winston’s Supervening Social Necessities, what is the social factor?

A

acceptance/need

EX. MAc Vs. PC

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49
Q

In Brian Winston’s Supervening Social Necessities, what is the regulation factor?

A

governmental support/trade support

EX. most technology is shipped from abroad

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50
Q

define: Analog

A

continuous variation / all information is transmitted (including noise)
(-) with replication, loses clarity

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51
Q

define: Digital

A

takes samples / translates waves into series of 1s and 0s (binary code)
(-) loses some of sound

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52
Q

What’s the advantages of digital over analog?

A
  • 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)
53
Q

define: Marshall McLuhan’s Global Village

A
  • immediate transfer of info
  • globe now smaller/reachable
  • common experiences define by media
54
Q

What are the 3 types of communication?

A
  1. Intrapersonal - comm. w/ self (diary)
  2. Interpersonal - face-to-face or machine assisted
  3. Mass Communication - point to multi-point (newspapers, television, radio)
55
Q

What’s the U.S.’s biggest export?

A

MEDIA

56
Q

What is the correlation function of mass communication?

A

interpreting information and editorializing or prescribing action

57
Q

Who created the linear communication model?

A

Shannon & Weaver

58
Q

define: cognitive filter

A

your mind, interests, emotions

59
Q

What does the gatekeeping model state?

A

we often live our lives through a specific reporter

60
Q

define: Uses and Gratifications Theory

A

people take an active role in choosing media for the purpose of gratifying needs

61
Q

______’s typology of needs: cognitive, affective, personal integrative, social integrative, escapist

A

Alex Tan’s

62
Q

define: Expectancy-Value Theory

A

we select media with certain expectations (read TIME to find out about news, etc.)

63
Q

define: Play Theory

A
  • Origins in Freud’s pleasure principle

- We seek to replicate pleasurable experiences through media – pleasure determined by consumer

64
Q

define: Hegemony

A

Marxist strategy / Antonio Gramsci

- by dominating media, you can manipulate power to stay in power

65
Q

What idea did McCombs and Shaw come up with?

A

Agenda Setting

66
Q

define: agenda setting

A

Media sets the agenda of what are considered important issues (GATEKEEPERS)

67
Q

Spiral of Silence

A

Noelle-Neuman
- society threatens deviant individuals with isolation
EX. Solomon Asch’s line-length test

68
Q

define: Digital Divide

A 
creates a two class society:
those WITH technology and those WITHOUT
69
Q

Digital Divide is also known as ____________________

A

Information Gap Hypothesis

70
Q

Who presented the idea of Media Bias?

A

John Street

71
Q

define: Partisan Bias

A

A cause is deliberately promoted

72
Q

define: Propaganda Bias

A

Make a case for a policy but don’t explicity state it

73
Q

define: Unwitting Bias

A

editorial judgements What do we lead with?

74
Q

define: Bias by selection

A

reader makes a judgement off of main story

75
Q

define: Bias by experience

A

EX. Alumni says it’s great…you check out JMU

76
Q

define: Bias by market

A

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
77
Q

define: Print Bias

A

1st admendment issues

- less regulation

78
Q

Why is bias in the media good?

A
  • people want slanted news
  • advertisers gain from knowing biases of media’s audience
  • you know where to find info
79
Q

Why is bias in the media bad?

A
  • system puts pressure on consumers to seek ALL perspectives
  • audience lack skills in critically analyzing messages
  • inept media literacy
80
Q

What are the 3 effects research methods of media?

A
  1. Content Analysis
  2. Surveys
  3. Experiments
81
Q

define: content analysis

A

they train on asking/identifying what violence is

- or what is considered to be violent

82
Q

define: Hypodermic Needle

A

says violence “injects” everyone and makes them bad

83
Q

What’s another term for the Hypodermic Needle Hypothesis?

A

Magic Bullet Hypothesis

84
Q

What are the 2 kinds of copycat actions?

A

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

85
Q

define: selective exposure

A

we select programs that we want to see

86
Q

define: selective attention

A

how you focus IN; how attentive you are

87
Q

define: Selective Perception

A

how we INTERPRET the message

EX. diff. views in a relationship

88
Q

define: Selective Retention/Recall

A

50% of what you just saw/heard, you remember -> by the end of the day - you barely remember anything

89
Q

define: Selective Behavior of Social Categories

A

You have to look at how media says what is expected

EX. professor chewed chewing tobacco while playing baseball b/c it was expected

90
Q

define: The two-step flow of media effects

A

I show you something –> You follow

EX. online teaching

91
Q

Media effects can be ______

A

indirect

92
Q

define: The multi-step flow of media effects

A

one person communicates to another

EX. Wesley Mcclain Model

93
Q

define: Opinion Leader

A

political process:

- someone who can SWAY your beliefs and attitudes

94
Q

define: Crystallization

A

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.

95
Q

define: Reinforcement

A

You have this idea, how by listening to media, it strengthens it

96
Q

Who presented the social learning theory?

A

Albert Bandura

97
Q

Albert Bandura

A

Social Learning Theory

Bobo Doll experiment on kids: aggressor vs. non-aggressor

98
Q

Social Learning and Media

A

Watching media depicts how we deal/address certain social interactions (behaviors, rewards, justifications)
EX. Georgia Suburban Study

99
Q

Social Cognitive Theory

A

Media can teach us to model behaviors, values, beliefs

100
Q

George Gerbner

A

Cultivation Theory - Movie called Killing Spree - Studied Media Violence

101
Q

What is Cultivation Theory?

A

George Gerbner - Stalagmite Theory: repeated exposure to violence over a period of time impacts the viewer

102
Q

Who were the first to do research on media violence affecting kids?

A

Payne Fund Studies

103
Q

define: Magic Bullet Theory

A

Media effects on us are immediate

104
Q

define: Cultivation

A

Gerbner: stable system of messages/images shapes our conception of the world and everyone around us

105
Q

define: Mean World Syndrome

A

Gerbner: Studies found heavier TV viewers = more fear of a violent world

106
Q

define: homogenized messages

A

one message for EVERYONE

107
Q

Priming Effects

A

We give short exposures that prime an outcome.

EX. If we expose kids to wrestling, why are we surprised people body slam eachother?

108
Q

AMA declares violence as a ________________

A

major health problem

109
Q

define: Media Catharsis

A

we see what we wish we could see in real life

110
Q

define: Disinhibition

A

media decides what we do/believe in

111
Q

define: Imitation

A

Ex. Kid wants a packer’s Jersey or Abercrombie jeans because everyone else is wearing it

112
Q

define: Desensitization

A

Ex. This is what rambo does

113
Q

How are women portrayed in media?

A

underrated/not as women in power

114
Q

Who is the most unrepresented group in the media

A

Women

115
Q

Helen Gurley Brown

A

Brought attention to the women’s role of independence in her novel “Sex and the Single Girl”

116
Q

Raoul Cortez

A

Latino Media - believed we can use media to guide them to do better (Education)

117
Q

Frederick Douglass

A

Black American Pioneer - “Narrative of the Life of Frederick Douglass” published in England

118
Q

Who was a pioneer for Gay and Lesbian American Media?

A

David Goodstein (The Advocate)

119
Q

define: yellowface

A

using white actors to portray asian americans

120
Q

define: Time displacement

A

Social & Health Concerns in the media - kids becoming more consumed in media

121
Q

Closed Societies

A

When government control weeds out unwanted messages

122
Q

What are the four types of systems?

A
  1. Libertarian
  2. Social-Responsibility System
  3. Authoritarian System
  4. Soviet-Communist
123
Q

What is the most dominant type of system in the world?

A

Libertarian (independent government)

124
Q

Authoritarian System

A

A government controls all branches of the media

  • media used as propaganda
  • Iran, Libya, and Burma
125
Q

Which system is unmotivated by profit?

A

Soviet-Communist

EX. China and Cuba

126
Q

define: High-Cultural Context

A

Japan, China, Saudi Arabia

- consumer depends on shared understanding of the context

127
Q

define: Low-Cultural Context

A

U.S., Canada, U.K.
- There’s no need for contextuality
EX. Family Guy / Wipeout
- Meaning is understood right away

128
Q

define: Cultural Imperialism

A

Spread of culture into society of another; generally without consent

129
Q

define: Cultural Hegemony

A

when powerful corporations exert enormous influence on the global media

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