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Theories of Mass Comm > Theories Final > Flashcards

Theories Final Flashcards

1
Q

Define agenda setting

A

suggests that the communications media, through their ability to identify and publicize issues
play a pivotal role in shaping the problems that attract attention from governments and international organizations
direct public opinion toward specific issues

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2
Q

factors of news value

A
  • organizational
  • genre-related
  • social-cultured
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3
Q

four components of genre analysis

A
  • multimodal
  • multidisciplinary
  • multidimensional
  • multimethodigical
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4
Q

multimodal

A

providing an analytical and explanatory framework across semiotic modes and media and thus across communication technologies

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5
Q

multidisciplinary

A

traditions of rhetoric and television studies, information science, and many other disciplines

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6
Q

multidimensional

A

incorporating many perspectives on situation, mediated, and motivated communicative interaction

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7
Q

multimethodigical

A

yielding to multiple empirical, interpretive approaches

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8
Q

propaganda techniques

A

glittering generalities, card stacking, name calling, bandwagon, plain folks, testimonial, transfer

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9
Q

glittering generalities

A
  • necessary to connect to object/person to symbol/emotion people already know or feel strongly about
  • symbols must be rich in emotional meaning
  • meant to make the propaganda object more appealing that it really is
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10
Q

card stacking

A
  • distorts fact/omits facts by using subtle concealed suggestions
  • most used in advertising
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11
Q

name calling

A
  • complete opposite of glittering generalities but make it repulsive
  • most often used in political advertising
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12
Q

bandwagon

A
  • “fits into the herd” mentality (everyone wants to fit in)
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13
Q

plain folks

A

ordinary people rather than celebrities for promotion (meant to be relatable)

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14
Q

testimonial

A
  • propaganda disguised an explanation
  • employed by those already in power (celebrities)
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15
Q

transfer

A
  • advertisers use symbols or the things on which we have strong beliefs such as national flag, religious beliefs, and influential personalities to accept his idea by relating to it
  • projects either a positive or negative quality or qualities onto a person, ideology, or object
  • then, others use that to their own
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16
Q

how american culture has influenced international culture

A

cultivation theory
- holds that TV among modern media has acquired a central place in daily life that it dominates our “symbolic environment” substituting its distorted message about reality for person experience in other means of knowing about the world

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17
Q

how social media has influenced society since its inception

A

its almost impossible to separate the message from the messenger. number of origination points has grown since the advent of the internet

18
Q

define individual response in terms of media theory

A
  • liquidity
  • mobility
  • lack of specialization/compartmentalization
19
Q

structures of media organization

A
  • technology
  • environmental
  • structural change
  • social forces
20
Q

name 1 of 5 hypothesis and be able to define that underpin all research into media content

A
  • media workers
  • professional conventions, rituals, and routines an organizations culture
  • economic, political, and cultural factors
  • the social system where it operates (technology drives all of these)
21
Q

define ‘nobody knows’ principle

A

demand uncertainty exists because the consumers’ reaction to a product are neither known beforehand, nor easily understand afterward

22
Q

convergence cultural theory

A
  • participation of audiences in production, the blurring of the line, between professionals and amateurs, and the breakdown of the line between producer and consumer
  • all within the context of converging and integrating media industries
23
Q

pluralistic theory

A

diversity of organizations and possibilities for access will ensure an adequate mix of opportunity for official voices of society and for critical and alternative views

24
Q

define advertiser influence

A

advertisers have a strong influence, which is generally ethically opposed, especially in news

25
Q

areas that are studied under Marxist theory

A
  • news and actuality
  • advertising
  • violence in media
26
Q

objectivity

A
  • purely western media concept
  • often mistaken for factuality
  • idea of what is more important to you? objectivity or factuality?
27
Q

content diversity

A

3 main features of content
- wide range of choices for audiences, on all conceivable dimensions, of interest and preference
- many and different opportunities for access by voices and sources in society
- true or sufficient reflection in media of the varied reality of experience in society

28
Q

different methods of multiplatform storytelling

A
  • multimedia
  • crossmedia
  • transmedia
29
Q

multimedia

A

a single story told in multiple different formats on a single platform

30
Q

crossmedia

A

a story or related group of stories that diverge into multiple different platforms

31
Q

transmedia

A

the story develops across multiple media platforms, but allow the participants to help direct its outcome

32
Q

different types of television genre

A
  • narrative
  • characterization
  • patterns
  • settings
  • iconography
  • techniques
  • tone, mood and mode
  • audience relationships
33
Q

different types of people that comprise of an audience

A
  • people assembled
  • people addressed
  • the audience as happening
  • the audience as participants
34
Q

three main traditions of audience research

A
  • structural
  • behavioral
  • socio-cultural
35
Q

medium audience

A

the third version of the audience concept is the one that identifies it by the choice of a particular type of medium as the television audience or the cinema going public

36
Q

gratification audience

A

chosen to refer to multiple possibilities for audiences to form and reform based on some media-related interest, needs, or preference

37
Q

define media effects

A

the deliberative and non-deliberative (conscious or unconscious), short or long term within person changes in cognitions, emotions, attitudes, and behavior that result from media use

38
Q

define spiral of silence

A

concept that describes one version of the third party effect in opinion formation; the tendency for people to be influenced in what they think (or say they do) or by what they think of people think

39
Q

assumptions of spiral of silence

A
  • society threatens deviant individuals with isolation
  • individuals experience fear of isolation continuously
  • the fear of isolation causes individuals to try to assess the climate of opinion at all times
  • the results of this estimate affect their behavior in public, especially their willingness or not to express opinions openly
40
Q

essay question: what makes an audience and how are they categorizes within theory. and how are audience reflected in traditions in research and the groups in that study.

A

Audiences are a product of social, cultural and geographical content. The catergories of audience within theory is by place, people, the type of medium or channel, message content, and time. The soul reason of research is convey what a researchers has learned and showcase it to an audience. The type of audience that a researchers is targeting their research all depends on the traditions and groups.

41
Q

essay question: name and describe the three theories that are associated with media violence research

A

Social learning theory, priming effects, and script theory. Social learning theory is when children learn from media models what behaviors will be rewarded and what is punished. Priming effects are when people view violence, it activates or ‘primes’ other related thoughts and evaluations, leading to a greater predisposition to use violence. Script theory is when social behavior is controlled by ‘scripts’ that indicate how to respond to events. Violence on television (and in film and digital games) is encoded in such a way as to lead to violence, as a result of aggressive scripts.

42
Q

essay question: define two propaganda techniques and relate them with two example from the media bias chart. Explain who these two sources use these techniques to sway their audience.

A

Two propaganda techniques are testimonial and bandwagon. Testimonial is propaganda disguised as explanation, employed by those already in power. Bandwagon is when propagandist exploits a “fit into the herd” mentality. Some examples from the media bias chart are Fox News and CNN. They use their two examples by brining popular political figures that try to sway an audience to a certain belief or vote (testimonial) and by talking ill on another political group, making audiences believe that those of an opposite groups wrong and in turn, make audiences believe that if they align with those beliefs then they are wrong.

Theories of Mass Comm (1 decks)

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