Term
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Definition
| Active and passive knowledge acquisition that has cognitive, emotional, and behavioral effects |
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Term
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Definition
| Incidental learning through exposure |
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Term
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Definition
| Proactive learning through need satisfaction |
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Term
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Definition
-Ambiguity
-Attitude
-Agenda setting
-Confering status
-Expanding our beliefs about what is normal
-Forming our values about right and wrong |
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Term
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Definition
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Term
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Definition
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Term
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Definition
| Deciding what is important |
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Term
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Definition
| Deciding who is important |
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Term
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Definition
| Desensitizaion to violence, increased fear/vulnerability |
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Term
| Behavior Effects of media |
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Definition
-Activates people to buy, become violent, smoke, have sex
-Deactivates people from wanting to travel, smoke, or drink alchohal |
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Term
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Definition
-Grab attention
-Look for reinforcement for attention--external/direct reinforcment
-interpret message on card using our knowledge, experience, belief, and values
-Engagne Memory--store visual imagery first, then verbal information next |
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Term
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Definition
| The ability and habit of transforming information into knowledge structures |
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Term
| Messages contain two kinds of information |
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Definition
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Term
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Definition
| Raw, unprocessed, context free |
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Term
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Definition
| Accepted beliefs and attitudes about how to talk and act to be attractive, smart, etc. |
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Term
| Mass Media present three general types of talk cards |
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Definition
| News cards, entertainment cards, advertising cards |
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Term
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Definition
| Evoke feelings of being informed |
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Term
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Definition
| Pleasant emotional experience |
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Term
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Definition
| promoting buying behavior |
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Term
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Definition
-Filter messages, create meaning, determine talk card
-Use our competencies and skills to filter and discriminate cards
-competencies based on ourexperiences, our goals, and drives
-Knowledge of media effects, content, industries, the real world and self drive the competencies |
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Term
| Increased Literacy when people |
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Definition
-Shape their own understanding and carefully discriminate and evaluate the content
-Avoid mindless manipulation and exposure
-Have a conscious awareness of options |
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Term
| Strategies for increasing media literacy |
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Definition
-Build knowledge structures
-Be aware of media bias
-Develop own competencies and skills
-Learn to influence the media |
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Term
| Understanding Step 1-Selective Exposure |
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Definition
| we only process or seek to understand what we need cognitively or emotionally |
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Term
| Understanding Spep 2-Categorizing |
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Definition
| After selecting stimulus to focus on, it becomes info when we perceive a sensible pattern to it by categorizing it in relation to what we know is true |
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Term
| Understanding Step 3-Memorizing |
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Definition
| When info is placed into memory |
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Term
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Definition
| Media primes or stimulates our memory which in turn triggers a reaction |
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Term
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Definition
| After categorized info enters our memory, it becomes a model for how to see other things or how to act |
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Term
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Definition
-TV is a cultural story teller
-Television delivers largely homogeneous stories or messages |
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