W1

Question 1

Communication

Answer 1

• relational process of creating and interpreting messages that elicit a response

Question 2

Goal of communication researchers

Answer 2

• map the new media and communication environment in order to understand its effects and impacts in society

Question 3

Mediatized society

Answer 3

• media as powerful agents have their own interests
• institutions have to play the game by following media’s rules

Question 4

Communication model

Answer 4

Sender (production, distribution) -> Message (content) -> Reciever (use interpretation effect)

Question 5

Grand theory

Answer 5

• explains all aspects of a phenomenon

Question 6

Narrow theory

Answer 6

• insight of specific uses / effects of media

Question 7

Mass communication (old definition)

Answer 7

Source, typically an organization, employs technology as a medium to communicate to larger audiences

Question 8

Mediated communication

Answer 8

communication between people who employ a technology as a medium

Interpersonal communication —> Traditional forms of mass communication
- different media fall along the line depending on the amount of control and involvement people have in the communication process

Question 9

Interpersonal communication

Answer 9

between 2/few people, face to face

Question 10

Contemporary communication

Answer 10

leads to more engagement and active listeners
- media consumers having the power to change messages and share perspectives

Question 11

Logic of causality

Answer 11

when a factor still influences another even though there is an intervening variable in between

Question 12

Casual relationship

Answer 12

alterations in a particular variable under specific conditions will always have the same effect on the other variable

Question 13

Mass communication (new definition)

Answer 13

a complex organization which disseminates messages while promoting itself to attract audience, then repeatedly exposing those members to information

Question 14

Marketplace of attention

Answer 14

social media platforms compete against each other in order to gain and maintain more publics attention

constant battle between platforms

Question 15

Big data

Answer 15

yields powerful insights into user behavior, allowing large scale social media to gain control over its users

Question 16

Continuum range

Answer 16

interpersonal communication on one end, mass communication is on the other

interpersonal communication end - bigger control and involvement in the communication process

mass communication end - limited control over the communication as it is open for interpretation, but these are not going to directly influence the content of the message

Question 17

Why is it difficult to study the social world

Answer 17

1. significant forms of human behavior are difficult to measure
2. human behavior is complex and does not allow for isolation of single factors
3. humans are self reflexive - more often respond to something that they expect will happen rather than something that has already happened
4. tendency to believe social media effects will influence other people but themselves

Question 18

Theory

Answer 18

A net > we need theories to grasp the world (or parts of it)
A lens > theories influence how we see certain things, they emphasize certain aspects
A map > theories guide us showing us how things are related and how they work

Question 19

Mass society theory

Answer 19

a collection of conflicting ideas that emerge as a result of society undergoing significant disruptive transformations

Question 20

Legacy media

Answer 20

older forms of mass media such as newspapers, magazines, radio, movies, tv.

operated by large and complex organizations responsible for producing and distributing content using media technology

Question 21

Large social media

Answer 21

developed and controlled by complex orgs.
dependent on internet technology for the distribution of messages

Question 22

Relationship between scientific method and causality

Answer 22

casual relationships explain how a variable has an effect on another variable even with a intervening variable. the only way this can be demonstrated is through the scientific method
hypothesis, and testing the hypothesis

Question 23

Critical-cultural trend

Answer 23

Limited media effects theories leave unanswered questions about the possible power of media

members of different subgroups are studied using media to see how this might serve group interests (cultural theory) or might lead people to develop ideas that supported dominant elites (critical theory)

Question 24

6 principles of scientific method

Answer 24

It is primarily based on systematic observation (a structured method of observational research) and consistent logic throughout it

6 principles of scientific method:

1) empirically testable
2) empirically replicable
3) objective
4) transparent
5) falsifiable
6) logically consistent

Question 25

Communication theory categories

Answer 25

1) POST POSITIVIST THEORY
2) CULTURAL THEORY
3) CRITICAL THEORY
4) NORMATIVE THEORY

Question 26

1) post positivist theory

Answer 26

based on empirical observation guided by principles of the scientific method

recognizes that humans and human behavior are not as constant as the physical world

Question 27

2) cultural theory

Answer 27

seeks to understand contemporary cultures by analyzing the structure and content of their communication

want to understand how and why that behavior occurs in the social world

1) Social hermeneutics:
Theory that seeks to understand how those in an observed situation interpret their own lot in that situation

2) Interpretive theory:
Looks for deep hidden meanings
seeks to find this within any product of social interactions which serve as a source of understanding

Question 28

3) critical theory

Answer 28

origins from the assumption that some aspects of the social world are deeply flawed and in need of transformation

by getting knowledge from the social world they can change it

by reorganizing society a higher priority can be given to more important human values

Question 29

4) normative theory

Answer 29

theory explaining how a media system should be structured and should operate in order to conform to or realize ideal social structures

set “ideal standards” of operation of media systems