Unit-3 Flashcards
What does Cultivation Theory suggest?
Repeated exposure to media influences beliefs about the real world over time
Originated by George Gerbner in the 1960s, focusing initially on television violence.
What phenomenon describes the fear of crime due to heavy television viewing?
Mean world syndrome
Heavy viewers believe that crime and victimization are more extensive than they are.
Who introduced Agenda Setting Theory?
Maxwell McCombs and Donald Shaw in 1972
The theory indicates that media influences what issues the public considers important.
What is first-level agenda-setting?
Determines which topics dominate the public agenda
Focuses on issue salience or prominence in the media.
What is second-level agenda-setting?
Framing
It shapes the context of issues, influencing public attitudes.
What does the Uses and Gratifications Theory propose?
Media consumers actively choose media to fulfill specific needs and desires
Developed in the 1970s by Elihu Katz, Jay G. Blumler, and Michael Gurevitch.
What are the four needs identified by Uses and Gratifications Theory?
- Information needs
- Integrative needs
- Affective needs
- Escapist needs
These categories explain how individuals engage with media content.
What does the Dominant Paradigm emphasize?
Mechanical emulation of Western ideas of development
It considers mass media a strong agent in socio-economic change.
Who is Daniel Lerner and what did he contribute to communication theory?
A prominent figure of the modernization paradigm; proposed media exposure as a change agent for development
His book ‘The Passing of the Traditional Society’ discusses urbanization and media’s role.
What did Wilbur Schramm term mass media in his work?
Magic multipliers
He viewed mass media as agents of social change that inform, educate, and persuade.
What is the definition of Diffusion in the context of Diffusion of Innovations theory?
The process by which an innovation is communicated through certain channels over time among the members of a social system
Developed by Everett Rogers in 1962.
What are the five categories of innovation-adoption?
- Innovators
- Early adopters
- Early Majority
- Late Majority
- Laggards
These categories describe how different people adopt innovations.
What is the first step in the diffusion process?
Knowledge
Individuals become aware of an innovation through communication channels.
What does the Social Responsibility Theory emphasize?
Media have obligations to society and should operate as a public trust
It balances freedom with responsibility.
What is the Authoritarian theory of media?
Describes media as servants of the state, controlled by a ruling elite
Media must align with government expectations or face censorship.
What is the Libertarian theory’s view on media?
Opposes authoritarian control, advocating for free expression and access to information
Believes that knowledge empowers individuals.
What does the term ‘framing’ refer to in second-level agenda-setting?
The media’s ability to shape the context in which an issue is presented
Influences how the public evaluates the issue.
What are affective needs in media consumption?
Needs related to emotional and aesthetic fulfillment
Drive individuals to choose media that evokes emotions.
What are escapist needs in media consumption?
The desire to escape from the stresses or challenges of daily life
Involves engaging with media for temporary mental relief.
What is the responsibility theory in media?
The media have obligations to society and media ownership is a public trust
This theory emphasizes the balance between media freedom and accountability to the public.
What are the key obligations of news media according to responsibility theory?
Truthful, accurate, fair, and relevant reporting
These obligations ensure that the media serves the public interest effectively.
How should media operate according to responsibility theory?
Media should be free but self-regulated
Self-regulation helps maintain ethical standards without excessive governmental interference.
What might be necessary under some circumstances regarding media regulation?
Government intervention to safeguard the public interest
This intervention is considered when media freedom threatens societal safety.
What does public service broadcasting emphasize?
Necessary regulation to operate socially responsible checks and balances upon freedoms
This approach seeks to protect vulnerable groups from harmful media content.
Where is social responsibility theory primarily found?
More in Europe and countries under European influence
It modifies free press theory by placing greater emphasis on media accountability.
What is the core focus of Soviet Media Theory?
Media serves the working class and their welfare
This theory originates from Marxist-Leninist principles and emphasizes state control of media.
What does Soviet Media Theory advocate regarding media ownership?
The end of private ownership of the press and media
The government controls all media to benefit the working class.
What is the purpose of mass media according to Soviet Media Theory?
To educate the greater masses of working-class or workers
This includes providing information, education, entertainment, and motivation.
What does Development Media Theory emphasize?
Autonomy of developing nations and support for indigenous cultures
It focuses on using media for social development and nation-building.
What are some key aspects of Development Media Theory?
- Using communication to facilitate social development in developing countries
- Supporting national development programs
- Understanding media’s relationship with social, political, and economic development
- Exploring media’s impact on societal progress
This theory highlights the role of media in shaping development outcomes.
What does Democratic-Participant Theory value?
Horizontal modes of authority and communication
This theory emphasizes community involvement and opposition to media commercialization.
What is a basic element of the Democratic Participant Media Theory?
Receiver Rights, including the right to relevant information and to be heard
This model promotes active engagement and feedback from the audience.
What does the spiral of silence theory explain?
The dynamic process by which individuals’ willingness to express opinions changes in response to perceived majority or minority viewpoints
This theory was proposed by Noelle-Neumann in 1974.
What drives individuals to self-censor their opinions according to the spiral of silence theory?
Fear of isolation and desire to belong to their social group
This can lead to the suppression of minority opinions.
How does social interaction influence opinion expression according to the spiral of silence?
People influence one another’s willingness to express opinions
Individuals are more likely to speak out when they perceive shared views.
What shapes people’s confidence in expressing their opinions?
Perception of the views of those around them
This perception affects whether they feel supported or isolated in their beliefs.
