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24 terms

Mass Media & Society Ch. 2 Key Terms

Dr. Shaw
STUDY
PLAY
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