Mass Media & Society Ch. 2 Key Terms
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24 terms
Terms | Definitions |
|---|---|
 convergence | the erasure of distinctions among media |
| wi-fi | wireless internet networks |
| elites | ppl occupying elevated or priv. positions in social system |
| mass society theory | perspective on western, industrial society that attributes an influential but often negative role to media |
| penny press | newspapers that sold for one penny & earned profits through the sale of increased numbers of readers to advertisers |
| yellow journalism | newspaper reporting catering to working and other lower social class audiences using simple, often sensational content |
| capitalists | economic elites whose power was based on the profits they generated and then reinvested |
| limited-effects theory | view of media as reinforcing existing social trends and strengthening rather than threatening the status quo |
| administrative theories | media theories used to guide practical decisions for various orgs |
| administrative research | examnes audiences to interpret consumer attitudes and behaviors that use empirical research to guide practical administrative decisions |
| critical research | asking important q's about what kind of culutre results from our media use |
| elite pluralism | theory viewing society as composed of interlocking pluralistic groups led by opinion leaders who rely on media for info about politics and the social world |
| red scare | period in us history, 50s-60s in which basic freedoms were threatened by searches for "reds" or communists in media and gov't |
| reductionism | reducing complex comm processes and social phen. to little more than narrow propositions generated from small-scale investigations |
| neo-marxism | social theory asserting that media enable dominant social elites to maintain their power |
| british cultural studies | focus on mass media and their role in promotion hegemonic worldview and a dominant culture among various subgroups in a society |
| deterministic assumptions | assumpotions that media have powerful, direct effects |
| cultural criticism | collection of perspectives concerned with the conflict of interests in society and the ways comm perpetuates domination of one group over another |
| framing theory | assertion that ppl use expectations of the social owrld to make sense of that social world |
| media literacy | the ability to access, analyze, evaluate and communcate media messages |
| semiotic democracy | individuals' freedom to make their own meaning from media content |
| levels of analysis | focus of a researchers' attention, ranging from individuals to social systems |
| macroscopic theory | attempts to explain effects at the cultural or societal level |
| microscopic theory | attempts to explain effects at the personal or individual level |
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