| Term | Definition |
|---|
| Mass Comm | when a source, typically an organization employs a technology as a medium to communicate with a large audience. NY times (medium) --> aud |
| Era of Mass Society Theory | 19th century, Theorists were pessimistic about technology, Mass media represented what was wrong with urban life in that century, media was criticized for impeding on social norms...whose social norms? |
| Era of Limited Effects | 1950s, McCarthy's Red Scare – wanted to purge Communists from the media—supporting argument that average people needed to be protected from media manipulation, Scientists stopped looking for powerful effects and concentrated on modest, limited effects |
| Era of Cultural Criticism | After WWII, Europeans were skeptical about the power of scientific, quantitative research methods to verify and develop social theory, Media then can be seen as public arena for in which cultural battles are fought and a dominant hegemonic culture is forged. |
| Scientific Perspective on Mass COMM | 1930s—what was happening in history that influenced/was influenced by communication? Hitler's propaganda, (Lazarfield)! Privately owned turned state-owned media to consolidate power |
| Lazarfeld's critique of Mass Society Theory | Interested in potential of newly developed social science methods—surveys, field experiments—to understand and solve social problems, He argued it was not enough to speculate about the influence of media on society, focus on propaganda |
| Approaches to studying audiences | With mediated comm., the aud. Is heterogeneous (varied), unknown to the senders. Programmers try to reach the max amount of ppl. At once, problem is voices are left out. (studies through social science and humanities) |
| War of the Worlds | Evidence of media effects (at first there were powerful effects on unsuspecting audiences (broadcast in 1938), hysteria, interruption of regular programming, "official reporting from credible resource", ppl. Interpreted aliens as minorities. |
| Schramm | Made a scholarly subject for COM (God father), interest: third world mass comm.. |
| Waples | Text Media, what reading does to ppl. |
| Benton | Effecs of media consumption, power of suggestions |
| Berelson | Umbrella generalizations about mass comm.. Concern was for influence of COMM on public opinion, rather than media effects overall. |
| Laffeld | : Radio, interpersonal comm. Effect was > media |
| Stouffer | Emphasized empirical research and controlled variables, cumulative effects |
| Tarde | Crime |
| Social Learning Theory (broader) (social observation) | Explains behavior by examining how cognitive, behavioral, and envrionmental factors interact. |
| Social cognitive theory (Mass COMM) | though and behavior are causesd by three factos that influence each other: behavior, personal (biology: sex, race) and envrionment. |
| Bobo Experiment | Children often imitate violence they see on TV. Attemtopm" [erspma [au attm tp bejavopr amd [erceove ot accurately in order to medel sucessfully, Retention: Behavior must be remembered or retained in order to do again. |
| Inhibitory effects | Restains a person from acting in a previous learned way |
| Disinhibit (lifts previous behavior) | one in high school adament on not drinking, drinks in college |
| Methods for Resarching Media Effects | (MUII)1) The medium (how does it work? internet, tv, etc. 2) Users of the medium (Questions?) 3) investigatino of social, psych, physical effects of medium 4) How can the medium be improved? |
| Aims related to scial science research | (POI)Paradigm: procedures, assumptions of the world. Objecivism: widely used in research, involves qualification,hypothesis, objective measures. Interepretive: aims to understand how ppl. in everyday settings create meaning in their world |
| Critical and Quantivative (in relations to media research) | C: models used in humanities, interested in power, ideology. Q: Survey, content analysis |
| Frame | a specific set of expectations used to make sense of social situations at a given point in time. |
| Goffman (Framing) | people use expectations to make sense of everyday life. advertising that uses the sex appeal of women to attract men's attention inadvertently teaches us social cues. provides a way of assessing how media can elaborate and reinforce a dominant public culture. |
| Entman (Framing) | encompass principles of selection, emphasis, exclusion, and presentation routinely used by journalists to organize discourse, suggested that the concept of framing offers a consistent way to describe the power of communication text. process of framing includes the function of selection and salience. |
| What is a theory | A set of related proposition that present a systematic view of a phenomena by specifying relationships among concepts. |
| Priming | Presentation in the media heighten the likelihood that ppl. Will develop similar thoughts about those things in the real world. (i.e. violence) |
| Cultivation | over time, tv world = real world. A cultural process relating to coherent knowledge and to underlying general concepts, cultivated by exposure (TV land), Mean world syndrome, TV blurs, bends, blends |
| Mainstreaming (Cultivation) | TV symbols monopolize and other sources of info and ideas about the world |
| Resonance (C) | Viewers see things on TV hat are most congruent with their own lives |
| Uses and Gratification | Viewer choose media by how much they relate and get gratification out of it, i.e. weight loss program. Herzog (concerned w/ what ppl. want from and chose to do with media (less interested in effects) |
| Agenda Setting | Press: what to think vs. what to think about, W. Lippman: average ppl. can't be trusted to make poltical dicisions based on pics |
| Agenda Building | (HFL) 1) highlight event, activities, grps, 2) focus of attened needs to be framed (play up/down parts) 3) Links the event to secondary symbols. |
| Persuasion | Examines the process of attitude change in audience meber and dthe modifications of behavior based on attitude change |
| Chapel Hill Study | McCombs & Shaw: tested '68 electioins, found strong support for agenda setting issues of media = issues of ppl. |
| Persuasion and Propaganda | use of comm to proagate abeliefs, 1930s propaganda threatedned to undermine US policies, As Nazi0ism and communism took hold, engineering of consent -- use of communication campagin to reach 'good' ends |
| Modern Propaganda | Stealth , sophisticated, unparalleled in history. Advertisting and politics |
| Laswell and Prop. | Media and role (pessimistic), result of vulnerable state of mind |
| Cognitive Response | Yielding to persuaive messages dpends on audience's cognitive responses to the messages, the memoery of what is thought about the message is more important than message itself. |
| Hovland and 3 steps to successful persuasion | (ACA) 1) Listeners must pay attention to a message 2) they must comprehend the message 3) accep message |
| Social Cognitive Theory: Distinct Human Trait; Self-regulatory Capacity | Controlling our own behavior |
| Intervening variables that enhance media effects | Perceived meaning: bounty hunter --> solve problems, perceived justifiability (consequence of actions: BOBO DOLL) |
| 2 ways of Cultivation: | mainstreaming: monopoly of symbols through mass media, Resonance: when viewers wsee things on TV that are congruent of everyday life. |
| NBA article | Sports transcends differences, invisible white |
| ANTM | doubly commodify: constructed, marketability, perfomring whiteness - not raced, white models victimized, Biracial even more valuable/marketable |
| Stuart Hall | Skin color has meaning in culture, signifier, Race & economics: Construction of Reality |
| Articles | Focus on the representation of black and white (most talked about dichotmies), but how about others? > than what is - or +, need to reconstruct how the represenations are formed. |
| What do writes argue about gender? | * |
| How do they define gender? Do they categorize? | * |
| How study violence | lab experieents, intervention studies, correlational studies |
| Violent media affect | behavioral, affective (emotional), and cognitive. |
| Behavioral | imitation, catharsis (vent out anger on watching angry TV) , arousal, disinhbition, desensitziation. |
| Mitigation of TV influnce | viewer interpretaitons, personal judgement, sitaution specifictiy |
| uses of ent | relaxation, merriment, amusement (art, drama, comedies) |
| news value | weirdeness, currency, proximintiy |
| SOCIAL SCENE | What is happening around us, the ways people influence each other, subculture |
| Cultural Studies | hegemony, construction of meaning, "sedimentation" shapes consciousness, Cultural studies looks at culture as a site of struggle |
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