Week 11

Question 1

cloud computing

Answer 1

storage of digital content including personal information-third party servers offering on demand access

Question 2

uses and gratification approach

Answer 2

approach to media study focusing on peoples media use and the gratification they see from uses

Question 3

entertainment theory

Answer 3

examines key psychological mechanisms underlying audiences uses and enjoyment of entertainment oriented media content

Question 4

source dominated theories

Answer 4

message sources and content are not based on the needs and interests of audiences, ignores audiences ability to resist messages

Question 5

fraction of selection

Answer 5

how individuals make media content choices based on expectation of reward and effort required (expectation or reward/effort required)

Question 6

Revival 1 of uses and gratification

Answer 6

-New survey methods and data analysis techniques allowed the development of important new strategies for studying and interpreting audience uses and gratification, was made systematic and objective

-active media is a key mediating factor making effects more/less liklely

-concern over effects research

Question 7

Revival 2 of uses and gratifcation

Answer 7

-interactivity
-demmasification
-asynchroneity

Question 8

interactivity

Answer 8

participants have control and can change roles in their mutual discourse

Question 9

demassification

Answer 9

ability of the media user to select and tailor messages to audiences need through selectivity

Question 10

asynchroneity

Answer 10

audiences can receive messages anywhere at different times, manipulation of media is infinite once distributed

Question 11

critiques of uses and gratification

Answer 11

exaggerates the amount of active use
-Activity has too many meaning

Question 12

Activity meanings

Answer 12

1.Utility
2.Intentionality
3. Selectivity
4. Imperiousness

Question 13

1.Utility

Answer 13

media has too many uses for people

Question 14

2.Intentionality

Answer 14

consumption of media content can be directed by prior motivations

Question 15

3. Selectivity

Answer 15

use of media can reflect existing interests and preferences

Question 16

4. imperiousness to influence

Answer 16

audience members are obstinante (don’t want to be controlled) and avoid certain influences

Question 17

Activity

Answer 17

what the user does

Question 18

activness

Answer 18

audience freedom, autonomy (uses and gratification)

Question 19

Uses and gratification Strengths

Answer 19

1. focuses attention on individuals in mass comm processes
2. respects intellect and ability of media consumers
3. Insightful analysis of how media content is experienced
4. Difference in active vs passive users
5. Studies the use of media as everyday social interaction
6. provides insight into a domain of new media

Question 20

Uses and gratification weaknesses

Answer 20

1. too often assumed with functionalism
2. cant address abscence or presence of effects
3. key concepts are unmeasurable
4. too micro level
5. not associated w effects

Question 21

Entertainment Theory

Answer 21

Process where entertainment activity is influenced, triggered, and shaped by the media product selected
-unconscious structures make us select types of entertainment content

Question 22

hedonistic motivations

Answer 22

intentionally selecting content that seems to maintain and maximize pleasure and diminish pain

Question 23

eudaemonic motivations

Answer 23

choosing content that provides for personal insight, self reflection

Question 24

Parasocial interaction

Answer 24

interaction between audience members and characters in media content

Question 25

mood management theory

Answer 25

predominate motivation for using entertainment media is to moderate/control our moods

Question 26

4 media content attributes

Answer 26

1. Excitatory potential
2. Absorption power
3. semantic affinity
4. hedonic valence

Question 27

1. Excitatory potential

Answer 27

ability of content to arouse or calm emotion, get us excited or reduce stress

Question 28

2. Absorption power

Answer 28

content directs our thoughts away from things that induce a negative mood and towards things that induce positive feelings

Question 29

3. semantic affinity

Answer 29

degree to which entertaining content involves things similar to inducing a bad mood

Question 30

4. hedonic valence

Answer 30

potential content has to induce positive feelings

Question 31

Entertainment theory Strengths

Answer 31

1. stresses medias parasocial influence
2. provides explanations why people seek entertainment from media
3. expands empirical research on media effects
4. useful basis for experiments

Question 32

Entertainment theory Weaknesses

Answer 32

1. accepts status quo use of entertainment
2. limits minimal effects found
3. ignores cumulative effects
4. considers entertainment effects in isolation

Question 33

Encoding

Answer 33

analysis of the social and political context in which content is produced

Question 34

decoding

Answer 34

consumption of media content

Question 35

reception studies

Answer 35

how various types of audience members make sense of specific forms of content

Question 36

preferred or dominant reading

Answer 36

In reception studies, the producer-intended meaning of a piece of content; assumed to reinforce the status quo

Question 37

negotiated meaning

Answer 37

result when an audience member creates a personally meaningful interpretation of content that differs from the preferred reading in important ways

Question 38

oppositional meaiong

Answer 38

the process of an audience member developing interpretations of content that are in direct opposition to a dominant reading

Question 39

semantic disobedience

Answer 39

Individuals’ ability to reinvent or subvert media content to op- positionally redefine that content for them- selves and others.