week 7 and 8 Flashcards
media influence, 3 types
- direct and immediate
- little
- select influence and long-term consequences
phases of media effects over time
- all powerful media (press-freedom, democracy)
- powerful media to the test
- powerful media rediscovered
- negotiated media influence
- media effects and new media
hypodermic needle theory/ magic bullet theory
media injects the message into audience’s mind –> causes change in audience behavior and psyche
media effects
- direct response to the stimulus
- very powerful
- uniform
mass society theory
homogeneity, decline in interpersonal relations
crowd behaviors
media as a source of socialization
selective exposure
selective understanding
selective recall
people choose to focus on things that support their beliefs
reinforces existing opinions and beliefs
remembering things that match interest/knowledge/beliefs
a two step flow
opinion leaders follow the media and influence their audience with the messages
Limited/minimal effects theory
- media’s impact is weak and short-lived
- selective exposure, understanding, recall
- two-step flow
spiral of silence
people holding views different from the dominant views, keep their opinions to themselves in fear of rejection
cultivation hypothesis
more viewers are exposed to violence –> more fear and ‘‘mean world’’ syndrome they have
mainstreaming
tv symbols dominate sources of information and ideas about the world
agenda setting
ability of media to tell on what to think based on the issues covered more frequently and prominently
factors that determine the agenda
- politicians
- journalists (gatekeepers)
audience
framing
the context in how a fact is placed in the media; how the same fact of question is presented (yogurt with 10% fat or 90% fat free)
online media influences
- echo-chambers and algorithms
- computational propaganda/fake news/misinformation
- hate speech
mediatization
medium theory
mediatization of society
degree to which culture and society become dependent on the media and their logic
media penetrates daily life through the variety of ways users adopt and adapt in it
- extends the ability to communicate across time and space
- replaces forms of face-to-face interactions
- coexist with everyday communication
- encourages people to adjust their behavior and attitude
mediatization of politics
sound bites
spin doctors
politics as spectator sport
media logic
process and principles through which these platforms transmit and communicate information; various needs associated with the production processes for a particular medium
globalisation
- internationalization of finance and trade
- development of international organizations
- growth of transnational NGOs
- diffusion of digital technologies (media and culture)
driving forces
dimensions
- money
- technology
a. changing role of geography and physical distance –> real-time communication around the world
b. content of communication –> culture becomes more accessible to larger number of people
globalization of the media
cultural products that are available around the world
TV-format
show that can generate a distinctive narrative and is licensed outside its country of origin in order to be adapted to local audiences
5 trends that expand global creative industries and the cultural exchange
- deregulation of national, cultural and media policy: trade liberalization
- global incomes that allow spending’s on media and cultural products
- technological changes and digitalization
- global rise of service industries
- expansion of international trade
consequences of deregulation of national, cultural and media policy: trade liberalization: challenges for national governments
- pressure from global media conglomerates and transnational private capital = national markets cannot regulate powerful companies
- global free trade agreements circumvent the control of national governments: sets rules governments have to follow
- borderless nature of the internet - difficult to constrain with national regulations
global village
people all around the world are interconnected because of new media technology
cultural imperialism
Western media products introduced into other countries contribute to a decline in local traditional values
4 models of cultural globalization
- cultural imperialism - center-periphery - global media conglomerates - homogenization of culture
- cultural flows/networks - two-way flows - regional and national conglomerates and corporations - hybridization of culture
- reception theory (active audiences) - center-periphery/multidirectional - audiences - negotiation, resistance
- cultural policy strategies (preservation, resistance) - framing of national cultures - ministries of culture and trade - competition, negotiation
hybridisation
cultural element blends into another culture by modifying the element to fit cultural norms
limitations of the cultural imperialism approach
a. doesn’t distinguish between different types of media
b. assumes a passive audience
c. underestimates the role played by local media and cultural industries
d. adapt their products to local markets
e. ideological diversity of media products is neglected