TEST 2 mass media Flashcards
What is Mass Media research?
Mass Media Research-The use of systematic methods to understand or solve problems regarding the mass media.
What is the nature of Mass Media research?
Answer questions related to society’s bottom line, not a company’s bottom line
Learn how the mass media have developed and how people respond to them
Searching for community: Early critical studies research two social concerns in light of big changes (industrial revolution)
Keeping a sense of American community alive
Preventing media from encouraging children’s bad behaviour
What did the Chicago school did?
: Early concerns about persuasion, university of Chicago political science professor Harold Lasswell saw mass media organizations as powerful weapons of persuasion because they reached enormous numbers of geographically dispersed people in very short periods of time.
What did Harold Lasswell did?
Harold Lasswell saw mass media organizations as powerful weapons of persuasion because they reached enormous numbers of geographically dispersed people in very short periods of time
According to Chicago schools what can media do?
According to the Chicago schools, media have power to bring disparate individuals together by broadcasting the same notions of society to large numbers of people who might otherwise never interact thereby creating a new type of community
Chicago schools what did it said about the joining of communities, Latinos,Retirees,Midwesterner,The working poor
They never interact, but mass media creates a type of community.
American Nation: 11 nations
Colin Woodard
What is propaganda?
messages designed to change the attitudes and behaviour of huge numbers of otherwise disconnected individuals on controversial social issues.
What is Agenda setting?
the notion that the media create “the ideas in our heads” about what is going on in the world.
What is Propaganda Analysis?
the systematic examination of the mass media messages that seem designed to sway the attitudes of large populations on controversial issues.
What does Walter Wiman said?
influences not what people think, but what people think about.
Magic Bullet? Hypodermic needle approach what does it mean?
The idea that messages delivered through the mass media persuade all people powerfully and directly (as if they were hit by a bullet or injected by a needle) without people having any control over the way they react.
Media monopoly than diverse voices, to spread ideologies. Evaluate and critique examine what we are seeing.
-Why do you think people had such strong concerns about the impacts of media on children so early on?
use your brain
Can you think of some examples of how these concerns about media impacting children still exist today?
Use your brain
Ubiquitous meaning?
present, appearing, or found everywhere.
Bibliophile meaning?
a person who collects or has a great love of books.
Ophelia Meaning?
A person who cannot think by itself
What are social relations with examples?
Interactions among people that influence how people interpret media messages. Interactions among people. Any form of communication physical and virtual. iPhone or iPad or anything listening ton 7 watching radio or amazon prime. You tube or live podcast is a social relation, Jordan Peterson or joe rogan. Media content affects more than other social relations.
What is a panel survey?
A survey we can talk or give to people. Data that gather to put a geographic. Asking the same Individual over time to find weather or how does it change over a period. Qualitive and quantive
What is a qualitive and quantitive?
Qualitive asking the importance small survey questions.
Quantitive
What is Two-step flow mode ?
Media content (opinion and fact) is picked up by people who used the media frequently
These people in turn act as opinion leaders when they discuss the media content with others.
Uses and gratifications research ?
Uses and gratifications research
Interviews
Surveys
What did Pauel lacer?
Paul lacer did a mass media (may and November and 1940) on using media and newspaper.
Columbia research found what?
Columbia research and individual decision news seem to change and few attentions. The newspaper and broadcaster did not change who they were going to vote for. We aggrade to the media in what we believe. Examine the media, and the world view and political ideologies is influence by parents older can change.
What are naturalistic experiment?
Randomly selected people are manipulated in a controlled environment. While never knowing they are in an experiment. Are manipulating to get data. This can be seen as unethical. Difficult to change someone’s opinion.
What is a control group?
There is a control group before and after are compare. It is reflexive this is reality naturalistic, and they know but are controlled.
Can media encourage learning skills in children?
essame street. The electric company, bill nye the science guy, reading raw bow, the magic school bus. Mr. Rogers neighborhood.
They can in sesame street, programs that were very educative.
Which individuals learn about national and world affairs from mass media?
Surveillance or interpretation
What is knowledge gap?
Theory that states in the development of any social or political issues, the more highly educated segment of a population knows more about the issues early on and, in fact acquire information about those issues at a faster rate than the less educated segments, and so the difference between the two types of people grows wider.
Proliferation
how fast mass media speeding is.
What is Uses and gratification (something that will pleases you) research?
When, how, and why people use various mass media or genres of mass media content.
What is Digital Divide
the separation between those who have access to and knowledge about technology and those who (perhaps because of their level of education or income) do not.
Marxism theory
Those who have and those who have not, capitalism.
Frankfort school, Walter Benjamin, Theodor Nore contribute to mass media as what?
Frankfort school, Walter Benjamin, Theodor Nore, viewing capitalism influence and working-class expectation. How the class divides lower class
How is critiqual approach same or different than mainstream approach?
Option different than Mainstream approaches (research models that developed out of the works of the Columbia school, the Yale school and the payment fund studies.)
Where had critical theory based on?
Based on Marx and developed by the Frankfurt school
What had been the difference opinions between critical approach and mainstream media.
Differences of option on how to look at mass media, a bout where their powers lie, and a bout which of their aspects should be studied
Famous book to read:
Famous book to read: Critique theory, Stehpen Buner.
what is Mark capitalism:
Mark capitalism: Meant from a ruling cast, to exploit the working class.
What are critical approaches?
Capitalism
Critique theory
Co-optation
Political Economy= Relationship between symbiotic economics and cultures. Rich and powerful. Wealthy and powerful society. The idea mediated systems Politics, culture, and all of that is connected that countries that have wealth. The mores, norms, pop-culture how they are related and work together.
Critical Media industries research= Researching the media, operate between interviewing media workers. They analyze company records, they will examine the press, they will look at the publications.
Surveillance capitalism: Company track, profit between users and collect a lot of data.
Colonialism: When a powerful colonizes and controls and environment.
Cultural colonialism: David Sheller studied can fuse weaker country with cultural materials. The idea in which various forms to influence and infuse the American values ideologies and the materials. And they reflect the values. Reflect the dominant culture, such as the American. First world countries that are reflecting, that we are wearing.
Comedies material products.
Political Economy
Relationship between symbiotic economics and cultures. Rich and powerful. Wealthy and powerful society. The idea mediated systems Politics, culture, and all of that is connected that countries that have wealth. The mores, norms, pop-culture how they are related and work together.
Critical Media industries research
Researching the media, operate between interviewing media workers. They analyze company records, they will examine the press, they will look at the publications.
Surveillance capitalism:
Company track, profit between users and collect a lot of data.
Co-optation
Che guar t-shirt, commodity capitalist or revolutionary. Tame it, sell it and commodify it.
conflict interst
A conflict of interest can arise when conglomerates with a direct stake in business outside of journalism own the media outlets through which the public is informed.
Example: Brian Ross’s “Disney: The mouse Betrayed” News segment.
ABC news killed a journalism in1998. Recording Bryan ross, by peter Marshell.
The mouse betrayed Name of the findings and ABC news killed journalism
Brian Ross, Peter marshall
What are cultivation stuties?
Studies emphasize that when media systematically portray certain populations in unfavorable ways, the ideas that mainstream audiences pick up about those people help certain groups in society retain their power over the groups they denigrate.
Although the phenomenon affects the individual, it also has a larger social implication.
What is mean world syndrome? Who research it?
Mean world syndrome(link).
George Gerbner
A famous cultivation, violence and cultivation.
Violence makes us more scared of cultivations studies. Propaganda control people If they be afraid (George Gerbner). The people value security, that idea that if there is so much violence in the world, I’m at risk. 2/3 says that news from television Michel morgan. That is how they are portrayed in movies, human cost of mean world syndrome. Instill fear and create as giber, particular race and anxiety.
what is cultural studies
Studies start with the idea that all sorts of mass media, from newspapers to movies, present their audiences with technologies and texts and that audiences find meaning in them.
When scholars ask questions that center on how to think about what “making meaning
of technologies and texts means and what consequences it has for those audiences in society.
Historical approaches
Anthropological approaches
Linguistic and literary approaches: How we interpret dose
What are the making meaning for scholars?
When scholars ask questions that center on how to think about what “making meaning
of technologies and texts means and what consequences it has for those audiences in society.
Historical approaches
Anthropological approaches
Linguistic and literary approaches: How we interpret dos
Making sense of media affects.
Are the questions the researcher is asking interesting and important?
Into what research does the study fall?
How good is the research design?
How convincing is the analysis?
What do you wish the researchers would do next in their research?
Where do you respect the effects and the result of media in society?
Become better consumers and media literate hinder us or those it has and impact?
What had research try to do and why is knowledge of mass communication research important.
Mass communication researchers have been grappling for decades with the most important social issues involving media. Knowledge of mass communication research traditions and discoveries is crucial to developing media literacy. (31)
What is reasearch?
Research is the application of a systematic method to solve a problem or understand it better than in the past. (31)
What does mass media research try to do? What does it ask? And what does this chapter had addresed?
Mass media research, then, entails the use of systematic methods to understand or solve problems related to the mass media. It asks about the role mass media play in improving or degrading the relationships, values, and ideals of society and the people who make up that society. This chapter addresses society’s bottom line, not a company’s bottom line. (31)
What had been the early finding of mass society? What did one of the person found ?
Early critical studies scholars explored the ideas behind a mass society. Did widespread media allow for a greater sense of community? Some scholars, such as Dewey, saw these media as enabling democratic participation and the formation of a common notion of society. (32-33)
What did people think about propaganda?
Others feared propaganda, or messages designed to change people’s attitudes and behaviors. (33-5)
What is agenda setting and who create it?
Interest moved to the role journalists played in their selection of news to cover. Lippmann raised the notion of “agenda setting,” the idea that media create “the ideas in our heads.” (33)
What was the magic bullet and why was it oversimplify?
The magic bullet or hypodermic needle approach suggested that propaganda affected everyone in the same way at the same time. This idea was quickly modified due to its oversimplification of audience responses.
Who was the person for examining question of violent films on young people? What did they found?
The Payne Fund studies employed a range of techniques to examine the question of the impact of violent films on young people. They found that youngsters’ reactions to movies were not uniform. Rather, they depended on key social and psychological differences among children. (35-36)
What is social relations?
In the 1940s, researchers put forth a new theory that placed social relations—or the interactions among people—alongside individual social and psychological differences and the part those relations played in the way individuals interpreted media messages. (36)
Who created the two-step model and what it is?
Paul Lazarsfeld and other Columbia sociologists developed the two-step flow model of media influence. This model states that media messages are diffused in two stages: (1) media content is picked up by people who use the media frequently and (2) these people act as opinion leaders when discussing that content with others. Those others are then influenced by the media in a way that is one step removed from the original content. (36-37 and Figure 2.3 on p. 37)
Who created the active audience? What does it mean?
Lazarsfeld and his associates developed the concept of an active audience, meaning that people are not simply passive receivers of media messages. (38)
What is the gratification model and which school made it
Another outgrowth of the Columbia School research is the uses and gratifications model, which examines how people use media products to meet their needs and interests. This model of analysis maintains that it is as important to know what people do with media as it is to know what media do to people. (38)
The american soldier who created it and what did they do wrong?
Further analysis (Carl Hovland’s naturalistic experiments summarized as The American Soldier) emerged from the Second World War era and showed that even materials specifically designed to persuade people would succeed only under limited circumstances and with only certain types of people. This area of inquiry is called limited effects research. (39)
True or false Findings indicate that, under normal circumstances, where all aspects of the communication environment could not be equal, the mass media’s ability to change people’s attitudes and behavior on controversial issues was minimal. (39-40)
true
What is mainstream approach and how can they be devided?
In the 1950s, researchers began building on previous findings. These later approaches can be divided into three areas of study: (1) opinion and behavior change, (2) what people learn from media, and (3) the motivations and applications of media use. (40-43)
What did they found behavior change for mainstream media on children watching violence.
In terms of opinion and behavior change, researchers look at the effects of TV violence on children and of sexually explicit material for adults. Family, social setting, and personality have a bearing on the results. Heavy exposure may lead to desensitization. (40)
What they found on people learn media? Also, what is priming, and knowledge gap.
In terms of what people learn from media, researchers have found that children can learn basic skills such as vocabulary. Media content, in theory, enables adults to participate in a democratic society; however, media content is also highly selective. Priming is the process through which the media affect how people evaluate media content. Not all people pay attention to media, nor does everyone have access to media content. This lack of access results in a knowledge gap, with those with access receiving information faster and earlier than other population segments. (40-43)
What are the motivations and implications of mass media? What research did they use? And what is digital divide?
In terms of the applications and motivations for people’s media use, researchers draw on uses and gratifications research and sometimes media effects to develop answers to the question, “Why do people enjoy programming like radio soap operas and quiz shows?” A serious answer arises with the digital divide, that is, a separation between those who have knowledge access and those who do not due to limited education or income. (43-45; see Figure 2.4 on p. 45)
What are the two persistent problems from mainstream approach from critiqual approach?
One problem is the research stresses change rather than continuity. By stressing change over continuity, critics contend that much of mainstream research focuses on whether a change will occur as a result of media exposure, ignoring the possibility that the many important effects of the media have to do not with changing people but with encouraging them to continue certain actions or views on life. Although outlooks or behavior may not be changed by media content directly, they may be reinforced by it. (45-46)
The other problem is its emphasis on the active audience member in the media environment, rather than the power of larger social forces controlling that media environment. By focusing so much on the role of the individual, mainstream researchers are accused of ignoring the impact of social power. What ought to be studied, critics say, is how powerful groups come to influence the most widespread media images in ways that help them stay in power. (46)
What is critiqual theory used for?
“Critical theory” is the term used to describe these points of departure from mainstream media research. (47)
Wha was the school that focus on the culture implications of Marxism and affect world vies/
The Frankfurt School of researchers focused on the cultural implications of Marxism, or the belief that the direction of history would eventually result in labor’s overthrow of capitalism and, in turn, the more equal distribution of resources in society. Scholars wrote about the corrosive impact of capitalism on culture, emphasizing the ability of the mass media to control people’s worldviews. (46-47)
What is Co-optaion?
o-optation is used to explain how capitalism takes potentially revolutionary ideas and tames them to express capitalist ideals. (47)
What do Political economy theorist believe ? What do raised the issue of media conglomeration?
Political economy theorists, in contrast, focus on the link between economics and culture. They ask when and how the economic structures of society and media systems reflect the political interests of society’s rich and powerful. Most critical work in this area focuses on how institutional and organizational relationships create requirements for media firms that lead them to create and circulate certain types of material over others. McChesney raised the issue of media conglomeration as an exacerbating and alarming trend. Concerns are raised over corporate ownership and suppression of certain topics of reporting. (47-48 and Figure 2.5 on p. 49)
What are cultural colonialism?
Some political economists who are concerned about the corrosive impact of U.S. media content on other cultures study cultural colonialism—the exercise of control over an area or people by a dominant power not so much through force of arms as by surrounding the weaker countries with cultural materials that reflect values and beliefs that support the interests of the dominant power. (48-49)
What is cultivation? social powers, and sterotypes, person argue tv violence is what term.
Cultivation studies researchers focus less on industry relationships and more on information about the work that people pick up from media portrayals. It differs from mainstream research by taking the following approach: when media systematically portray certain populations in unfavourable ways, the ideas that mainstream audiences pick up about those people help certain groups in society keep power over the groups they denigrate. Further, George Gerbner argued that TV violence causes people to feel more strongly that the world is a scary, mean place. (49-50)
What are cultural studies, and what do scholars examine?
Cultural studies scholars often start with the idea that media presents their audiences with technologies and texts and that audiences find meaning in them. These scholars examine what it means to “make meaning” of such technologies and texts and what consequences this has for audiences. (51)
What are the approaches to cultural studies?
Approaches to cultural studies include:
Historical, which ask questions about media and the past.
Anthropological, which explore how people use media in different settings.
Linguistic and literary, which incorporate multiple ways of reading media texts. Though complicated, the linguistic and literary approaches question where meaning is created in texts and understand that texts are polysemous, that is, open to multiple readings. (51-53)
What is Polysemous?
polysemous, that is, open to multiple readings. (51-53)
What are the three key ideas of mediate literate.
Media research relates closely to media literacy. The history of mass media research provides students with tools to figure out three key ideas a media-literate person must know: (53-57)
Where you stand with respect to the effects of media on society. (54)
How to make sense of discussions and arguments about media effects. (54)
Part of becoming media literate involves taking an informed stand on why the media are important. New ideas on the subject are emerging constantly, and it helps to stay current with press coverage of media developments or academic journal articles in this area. (54)
The five key considerations in making sense of media effects analysis are:
Are the questions the researcher is asking interesting and important?
Into what research tradition does the study fall?
How good is the research design?
How convincing is the analysis?
What do you wish the researchers would do next in their research?
What can media do?
How to get involved in research that can be used to explore concerns you might have about mass media. (56-57)
See Table 2.1 (p. 55-56) for an overview of the different theories used in media research. This table summarizes the key research efforts explained in this chapter.
