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| focuses on signification, or on how meaning is created |
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| the connotative meaning that signs carry whatever they go; myth makes what is cultural seem natural |
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| anything that can create meaning or “stand for something else” |
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| a signifier that is physically caused by the signified (a symptom) |
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| a sign in which a signifier structurally resembles the signified |
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| when the signifier and signified are linked only by convention |
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| the physical aspect or origin |
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| the meaning communicated by the signifier |
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| Denotation/first order signification |
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| The dictionary definition, Born in the USA- Protest against poverty, Yellow ribbon- I want you back despite your criminal record |
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| Connotation/second order signification |
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| The denotation loses its history |
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| the attempt to uncover the history of a sign |
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| Hostile media effect/phenomena |
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| Partisans see the same story as biased against them |
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| A type of persuasion that involves mass audiences with the purpose of achieving the goals of the persuader |
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| an abstract idea that is thought to be a comprehensive explanation of historical experience or knowledge |
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| the producers of culture; television, radio, music, film, fashion, magazines, newspapers, etc |
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| Social democratic version of Marxism |
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| Closest to Marx, Social progress is inevitable, and PROGRESSIVE |
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| belief that human behavior and relationships are ultimately caused by differences in financial resources and the disparity in power that those gaps create |
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| Problems with Marx's views |
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1.Did not foresee the rise of the middle class or a service economy
2.Did not foresee the role of the media in maintaining class –the point of Cultural Studies |
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| frameworks through which we interpret, understand, and make sense of social existence the “shared” understanding of a group of people |
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| myth the society is held together by such common norms as equal opportunity, respect for diversity, one person-one-vote, individual rights, and rule of law (movie swing vote) |
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| Struggle between ideologies |
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| process by which unquestioned and seemingly natural ways of interpreting the world become ideologies |
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| we have an obligation to identify power inequalities and address them |
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| molding discourse so that media echoes that message & it is decoded & acted upon by the audience |
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| mass communication along with interpersonal communication (word of mouth) |
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| media broadcasts directly shape the opinions and actions of viewers. According to this theory, information is "fired" or "injected" directly into the viewer, and then guides their actions. |
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| Panel study (Erie County study) |
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| One Main panel, interviews 7 times, then 4 control panels each interviewed one time |
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Interest – messages got people’s attention
exposure - increased interest increased exposure, circular effect
crystallization – at some point, people chose who they were voting for, only a few changed mind afterword |
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| after a voter has made up his/her mind, they must be reinforced on not to switch sides |
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| candidates want their messages to change peoples vote, voters know this, really does not work very well |
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| Those who knew more about the election and shared opinions with others making them more educated, existed at all levels |
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| as a rumor is spread, it is gets more concise, fewer words, and idea more easily grasped |
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| certain central details remain in the story becoming the dominant theme |
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| ways in which idea changes based on interests, attitudes, cultural themes |
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| when members within a given group, category of persons, or even a society take up something new |
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Awareness – the potential adopter learns about of the innovaton
Interest – upon awareness, interest may be aroused
Evaluation – will it actually meet the interest or need (mental trial stage)
Trial – when the innovation is first used, usually done in a small scale
Adoption – Final Decision |
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| slightly larger number of people than innovators, usually after watching innovators used innovation (initial 2.5 percent) |
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| largest amount accepting innovation at one time (34 percent) |
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| Took up innovation after most others were using it (34 percent) |
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| Last to adopt (16 percent) |
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| person who decides what is news worthy |
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Impact - How many people will be affected by the story
Proximity -How close is the story to the audience
Timeliness - How long ago did the story happen
Prominence -Is somebody well-known involved?
Conflict -Is there a struggle between two (or more) sides involved?
Currency -Is the issue already a part of the public consciousness?
the bizarre - Is the story unusual? |
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| Surveillance of the environment |
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| the press has the means and the responsibility to monitor what is going on in the world, warn the public of threats |
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| Correlation of events in the news |
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| The public cant make informed decisions without understanding how the pieces of news fit together |
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| Transmitting social heritage |
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Definition
The press has a responsibility to make accurate and inclusive records of historical events.
Future generations will rely on these news reports to better understand events that are happening right now. |
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| the mass media have the ability to transfer the salience of an issue on their news agenda to the public agenda |
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| influenced by media agenda |
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| influenced by public agenda |
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| decide what news to cover, what to report |
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| makes people uncomfortable |
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| 2 components, importance of knowing and uncertain about issue |
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| Personalize information environment |
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| Web based, can tailor to what they want |
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| The increasing pressure people feel to conceal their views when they think they are in the minority. Driven by desires to conform |
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| attitudes one can express without running the danger of isolating oneself; a tangible force that keeps people in line |
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| Normative social influence |
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| social influence based on individuals’ desire to be liked or accepted. |
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| when people fear rejection, they will show greater tendencies to conform |
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| 6th sense that tallies up information about what society in general is thinking and feeling |
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| Uses & gratifications AssumptionS |
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Definition
1.Media selection and use is goal-directed. People are relatively active communication participants who choose media or content.
2.People use and select media to gratify their needs and wants.
3.People's personal traits, social interaction, and environments mold their expectations about the media.
4.Different media compete with other forms of communication for selection. The media compete to provide people gratification |
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| Typology of uses & gratifications |
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Definition
1.Surveillance of the environment (learning)
2.Correlation of environmental parts (problem solving)
3.Transmission of a social heritage
4.Entertainment
5.Parasocial interaction (& companionship)
6.Escapism
Pass time/habit |
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| Audience activity: when it occurs & nature of activity |
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1. When it occurs
Pre activity (planning)
During activity (watching)
Post activity
2.Nature of activity
Selectivity
Involvement (is it relevant to me)
Utility (how is it used) |
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Term
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Definition
1.Like good things to happen to good characters/annoyed when bad things happen to good characters
2.Like bad things to happen to bad characters/annoyed when good things happen to bad characters
3.More liking/disliking = stronger effect |
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| understanding and entering into another's feelings |
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| how people acquire new form of behavior by observing others |
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| Vicarious conditioning or modeling |
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| any action that can be seen by the observer |
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Attention – Simple, distinctive
Retention – learning how, generalized
Motivation - End goal |
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| become less bothered by an action |
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| to produce a desired effect |
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| Institutional process analysis |
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| Why do we have the media messages we have?” |
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| “What media messages do we have?” |
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| “What are the effects of the media messages we have?” |
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| the difference in the percentage giving the television answer within comparable groups of light and heavy tv viewers |
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| the blurring, blending, and bending process by with heavy tv viewers develop a common socially conservative outlook through the constant exposure to the same images and labels |
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| watching violence on TV makes you think the real world is scarier than it really is |
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| for any specific kind of entity, there is a set of characteristics or properties all of which any entity of that kind must possess |
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| a term suggesting that masculine and feminine styles of discourse are best viewed as two distinct cultural dialects |
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| Human connection vs. status |
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| Woman seek human connection, men are concerned with status |
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| Woman value rapport talk (establish connections with others) |
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| men value report talk (command attention, win) |
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| private vs. public speaking |
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| Woman tell more than men in private settings, men disclose information in competitive settings |
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| men tell more stories than woman –jokes but woman express their desire for community by telling stories about others |
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| women tend to keep eye contact, offer head nods, when a woman interrupts, she shows supports, men regard interpretation as a move to take control |
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| men don’t ask for help, woman ask questions to establish connections |
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| men are more confortable with conflict, to woman, conflict is a threat to connection |
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| A supportive interruption often meant to show agreement and solidarity with the speaker |
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| - short question at the end of a declarative state-ment, often used by woman to soften the sting of potential disagreement or invite open, friendly, dialogue |
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| a place from which to critically view the world around us |
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| knowledge situated in time, place, experience, relative power, as opposed to knowledge from nowhere that’s supposedly value-free |
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| the strategy of starting research from the lives of women and other marginalized groups, thus providing a less false view of reality |
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