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Dr. Shaw


the erasure of distinctions among media


wireless internet networks


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


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


reducing complex comm processes and social phen. to little more than narrow propositions generated from small-scale investigations


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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