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Media Uses and Effects Final Exam
MUE
44
Journalism
Undergraduate 3
12/11/2011

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Cards

Term
What is the media?
Definition
The means by which we store and transport information.
(Railways, light bulbs, fax machines, and ATM cards are all media)
Term
The Three Eras of Communication History
Definition
1. Tribal
2. Print
3. Electronic
Term
Tribal Age
Definition
- Absence of written alphabet or system of writing
- Acoustic, Oral, Sound communication
- With an emphasis on sound, the ear is privileged
- Sound information processed all-at-once
Term
Print Age
Definition
- Linear thinking
- Deductive Logic
- Private, information packed experience
Term
Gutenberg Printing Press
Definition
Accelerated Print Age and spawned massive cultural and social change
Term
Electronic Age
Definition
- All-at-once information processing
- Less linear thinking
- Less logical
- More spontaneous thinking
Term
Media is the Message
Definition
-“It is the medium that shapes and controls the scale and form of human association and action.”
- Media determines movement and organization of our thoughts and behavior in day to day life
Term
A Global Village
Definition
- Electronic communication compresses and dissolves the dimensions of time and space.
- Technology facilitates instant communication across the globe and connects the world into a massive modern-day tribal community, a Global Village.
Term
Media=Extension
Definition
Book=extension of eye
TV=extension of ear
Electricity=extension of CNS
Term
Hot Media
Definition
- Extends one single sense in "high def"
- High def is state of being filled with data, amount of info conveyed
(Film, photos)
Term
Cool Media
Definition
- Low in def, requires high participation and completion by the audience to fill in the gaps
(Cartoons, TV)
Term
Technological Determinism
Definition
- Emphasis on how the medium shapes our behavior, modes of thinking and seeing and organizes society
- The medium determines who we are and what our future will be
Term
Third-person Effect
Definition
- We think that neg media messages have no influence on ourselves, but large influence on others
(Violence, porn, neg political ads)
- More neg the message, the greater the difference between self and others
Term
Social Distance Corollary
Definition
- Greater the distance between us and others, the greater the third-person effect
- Geographic
- Demographic (age, gender, race)
- Psychographic (political orientation, religiosity)
Term
Why does TPE occur?
Definition
- Self-enhancement
- We want to believe that we are better (smarter) than others
- We don't want to admit that media messages affect ourselves
- We think others are easily influenced
Term
First-person Perspective
Definition
- For positive, pro-social messages
- We are smart enough to be influenced, others aren't
Term
Behavioral Component
Definition
- If we think others will be influenced by an undesirable message, we will be more likely to censor it so they aren't exposed
Term
Sociogram
Definition
- Ego (center, us)
- Node (others)
- Arc (connections)
Term
What threatens traditional advertising and marketing?
Definition
- Viral videos
Term
Characteristics of a Social Network Site
Definition
- Public profiles
- Articulated list of connections, connections clear (FB "Like")
- Hyperlinks (friends, groups, images)
Term
SNSs and Five Media Attributes
Definition
1. Interactivity
2. Structure
3. Channel
4. Textuality
5. Content
Term
Interactivity
Definition
- Can we interact meaningfully?
- Interaction= trans and receiving comm
- Variables=Input, Output
- Two Modes= One Way (TV, radio, not inter, audiences receive input, cannot provide input), Two Way (Internet, phone, audiences can create and receive info)
Term
Structure
Definition
- Is the content linear?
- Non-linear= TV, hyperlinks; don't need to read one link to understand another; assumes prior level of knowledge of content
- Linear= TV, radio, newspapers; breaks in info patterns and flows are jarring; audience can be lost w/o linear presentation
Term
Channel
Definition
- Is info presented visually, aurally, or both?
- Sensory channels; Internet and TV both; radio (aural); newspaper (visual)
Term
Textuality
Definition
- How much info is in text form?
- Internet (mixed, lots of text)
- Newspapers (high text)
- TV (low text)
Term
Content
Definition
- What is the actual info?
- Personal info
- Presentations of identity
- Social interactions
- Pictures
Term
Computer-mediated vs. Face-to-face Communication
Definition
-CMC (archivable, recorded, asynchronous, controlled presentation, uncontrolled audience)
- FtF (usually unarchived, live, synchronous, less-controlled presentation, controlled audience)
Term
Social Capital
Definition
-Access to resources and info
- Any resource advantage that comes from "who you know" (job reference, party info, homework help)
- Two sources: Enforceable Trusts, Reciprocity Norm
Term
Enforceable Trusts (Strong Ties)
Definition
- High density network (small town)
- Rapid info flow, lacks diversity
- Driven by threat of social sanctions (we will ban you if you don't cooperate by our rules)
- SNS= most friends have offline connections, online action=online and offline effects
Term
Reciprocity Norms (Weak Ties)
Definition
- Low density (not everyone knows everyone else)
- Slow information flow, more diverse
- Driven by norm of reciprocity (I'll help you now, you'll help me later)
- SNS= tendency to accept most friend offers, online friends
Term
Problems with SNSs
Definition
- Collapse of context
- High ntwk density + archived nature of Internet= unintended/unknown/unwanted audiences
- SNS= good for social capital, bad for privacy
Term
Four Ways Parents Influence Children's Media Consumption
Definition
1. Restricting access to medium
2. Engaging in critical discussion with child about content (coviewing)
3. Serving as examples/models of behavior
4. General comm style in family influences how child responds to media
- Encourage child to challenge ideas? (concept-orientation)
- Maintain harmony/avoid controversy? (socio-orientation)
Term
Family Communication Patterns Model
Definition
- Predicts how parent will influence child's consumption of TV, books, traditional media
- Today in revision (family no longer confined to one physical space, hard to know what kids consume)
Term
Obscenity Test
Definition
- Decency (community standards)
- Purient Interests (if it appeals to the dirtiest, vilest interests)
- No Merit (no artistic, cultural, or scientific merit)
Term
Social Augmentation
Definition
- You can build bigger social circles online, supplement to physical world relationships
Term
Social Displacement
Definition
- Time spent on web displaces time in physical world
Term
Social Compensation
Definition
- No rich social life offline, increase connections and happiness online
Term
Four Dimensions of Media
Definition
1. Excitatory Potential
2. Absorption Potential
3. Semantic Affinity
4. Hedonic Value
Term
Excitatory Potential
Definition
- Influences levels of physiological arousal
- Fast paced song vs. slow jam; porns vs. Court Room TV
Term
Absorption Potential
Definition
- Some media absorb us in content while others do not
- Neg mood, want high ab pot media like soap opera; upbeat mood, less absorbing media to focus on good mood
Term
Semantic Affinity
Definition
- Align with person's thoughts that are associated with moods
- After big fight with sig other, want high ab media to not focus on bad mood, but not a romantic story
Term
Hedonic Value
Definition
- Pleasant media=happier, neg media=depressed
Term
Implicit Memory
Definition
Detailed, specific events
(eg. when Patrick Bateman axes Jared Leto)
Term
Explicit Memory
Definition
Overall emotion during event
(eg. I felt scared, yet curious and excited)
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