Week 2 (MAM)

Question 1

When did communication sciences start?

Answer 1

1900/1910 they introduced digitalization media revolutions

Question 2

What are the media revolutions?

Answer 2

1. Digitalization
2. Prosumers (no difference between user and producer)
3. Interpersonal communications by using media

Question 3

What is Script Sumerian/Mesopotamian?

Answer 3

Solid information that doesn’t change over time.

Question 4

What is the Industrial Revolution in communications?

Answer 4

The printing press introduced by Gutenberg made mass communication possible

Question 5

What is Wireless communication?

Answer 5

Radio towers, immediate communication created and made the world a global village

Question 6

What is the revolution following the introduction of the Computer

Answer 6

Digitalization gives access to information and being able to produce information (prosumers)

Question 7

What are the components of Artificial Intelligence (AI)?

Answer 7

1. Machine learning
2. Neutral networks
3. Natural language processing
4. Robotics

Question 8

What is the Liking Principle?

Answer 8

1. You tend to like what’s familiar, similar to something.
2. Too new doesn’t speak to people, new is scary

Question 9

What are the theories of powerful media?

Answer 9

1. Stimulus-response
2. Magic bullet
3. Hypodermic needle
4. Assembly belt
5. Band wagon

Question 10

What is the Magic Bullet theory?

Answer 10

A message is a bullet, fired from media gun into the mind of the viewer.

Question 11

What is the Hypodermic Needle theory?

Answer 11

Implied mass media had a direct, immediate and powerful effect on it’s audiences

Question 12

What is the Band Wagon theory?

Answer 12

A trend that is so cool everyone wants to get in on it

Question 13

What are the characteristics of powerful media?

Answer 13

1. Linear process of information = Sender > receiver
2. Passive audience = news was brought to us, logical, no critical thinking
3. Uniform effect = mass audience, lack of alternatives
4. Stimulus and response
5. Direct relation between message and effect

Question 14

What is Shannon Weavers model of communication?

Answer 14

1. Sender
2. Encoder
3. Channel
4. Decoder
5. Receiver

Question 15

What are the effects of a communications message?

Answer 15

1. Knowledge, opinions, attitude, behavior (effect on individual)
2. Short vs long term effects (getting addicted to a phone)
3. Intentional and unintentional effects
4. Psychological and sociological (reals vs fake news)
5. Culture and society (politics)
6. Organization and commerce (how we view a company)

Question 16

What is Propaganda?

Answer 16

Form of communication, trying to persuade people into becoming a follower.

Question 17

What can we use Propaganda for?

Answer 17

1. Entertainment
2. Enjoyment
3. Education
4. Politics
5. Instruction

Question 18

How can we use Propaganda?

Answer 18

1. Name calling (pig, terrorist)
2. Glittering generality (referring to words that evoke positive feelings)
3. Transfer (using visuals to create associations, relating to something)
4. Testimonials
5. Plain folks
6. Bandwagon
7. Card Stacking

Question 19

What is the difference between propaganda and fake news?

Answer 19

Propaganda = a way of influencing someone’s perspective of an individual/organization. They don’t give any false information, they just give half-truths. “Tell the truth, nothing but the truth, but now the whole truth.”

Fake news = false information