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| a set of related propositions that specify relationships among concepts |
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| based on intuition, authority, tradition, observation |
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| observe, develop theoretical explanation, verify and test |
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combination of concepts created for a specific situation
ex: romantic behavior |
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behaviors and procedures used to measure a concept
ex: kiss |
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varies and can be measure
ex: number of kisses |
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| applies the techniques of science to the study of humans |
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| ontology (knowable), epistemology (how we know it), axiology (why we know it) |
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| based on empirical observation guided by scientific method |
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| study of understanding, especially by interpreting action and text |
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| seeks change in dominant social order (don't try to predict and understand) |
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| explains how a media system should operate to conform to a set of ideal social values |
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| people more likely to be influenced when alone |
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| every so often exposed to persuasion, able to develop counter arguments then resist onslaught |
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| get used to violence by repeatedly seeing it on TV |
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Paul Lazarsfeld
study of unemployment |
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| Stanton Program Analyzer, push buttons for like/dislike |
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| studied where people get info to vote = opinion leaders |
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| a consciously simplified theoretical representation of a concept |
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| visual representation of the physical construct of an item |
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| visual representation of how something occurs |
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| how theory goes from sender to reciever |
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| ex: person in front of TV, foggy windshield |
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| distraction, coding difference, attitudes |
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| set personal standars of how to behave and act, not necessarily member of |
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| one time group, didn't know each other before they got together |
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| auto kinetic light effect |
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| light on wall moving/not moving - individuals had norms how much light moved, changed to form group norm |
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| card with line, take away replace with card with 3 lines and determine which is the same -- 70% of people conformed to group response |
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| card with line, take away replace with card with 3 lines and determine which is the same -- 70% of people conformed to group response |
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| card with line, take away replace with card with 3 lines and determine which is the same -- 70% of people conformed to group response |
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| housewives serve organs... 3% of lecture started, 1/3 of discussion |
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| tendency of people to make more extreme decisions in a group |
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| slacking off in a group because one believes the group will pick up the slack |
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| try to minimize conflict, so say and do things without testing or evaluation - don't form own opinions |
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| drive to compare self with others, don't want to be isolate |
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| credit = positive perceptions people in your group have of you. Once you have enough credit you can do things outside norm of group. |
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| propaganda decide that attempts to shift public opinion |
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| experience a behavior outside your normal beliefs |
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| too afraid to speak up different opinion, but others hold same opinion, all too scared to speak up |
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| mass media --> opinion leaders --> followers |
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| spread of information through society |
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| new idea, practice, or product |
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| interconnected with other institution, general center of knowledge, operates in public sphere, open to all members of society, reaches more people, influences over longer period of time |
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| window, mirror, gatekeeper, signpost (makes info understandable), platform, screen |
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| government puts certain messages in good light, censorship |
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| media serves as he public forum for discussion of issues, private ownership |
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| social responsibility media |
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| government should only step in when message is socially irresponsible |
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| soviet totalitarianism media |
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| owned by government, persuade the people |
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| media has light government control to foster social improvement, education and information priorities |
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| Democratic-Participant media |
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| small scale, interactive and participative media are better than large, one-way professional media |
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| citizens can report without being in media |
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| structural functionalism media |
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| media are necessary and serve functions in society |
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| surveillance (reports of world), correlation (editorial activity, criticism), socialization (transmission of culture), entertainment |
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| remove male supremacy, so different cannot accommodate both sexes |
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| equalize images to make equal in media |
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| media content, reinforces the status quo and colors those who advocates change as deviant |
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| complex process by which people select, organize and interpret sensory stimulation into a meaningful and coherent picture of the world |
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| notion that people can be influenced by stimuli of which they are not aware |
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| sold movie projector that flashed subliminal messages, later admitted to fabrication story |
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| don't want to expose ourselves to messages that aren't consistent with out beliefs |
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| people's perceptions are influences by their own wants, needs, attitudes or psychological factors |
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| attribution, adjective, adverbial, outright, contextual, photographic |
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| some companies owned by companies that are "nonmedia" oriented -- can lead to cost cutting for profit, less diversity |
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| chain ownership's effect on media |
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Definition
| less local news, greater resources for local papers, same voice in all |
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| corporate entanglements effect on media |
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Definition
| may be reluctant to report on stories involving parents or sibling organizations, can lead to loss of credibility when reporting on corporate activities |
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Definition
| news is filtered so all this is left is profitable to the owning company |
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| ownership, advertising, reliance on sources, flack (people that criticize news), anti-ideologies (stems from groups that are believed to be evil) |
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Definition
| accuracy, objectivity, fairness/balance |
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| 3 contributers to news inaccuracies |
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Definition
| deadlines, competition, editing |
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not concerned with individual attitudes and beliefs, only considered about as a group
ex: Nielsen Ratings, Billboard, Best Selling books |
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| audience is the product, not the content being sold |
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| mass society approach, dispersed group of people, easily manipulated |
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| types of propaganda, political and sociological (advertising) |
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seven propaganda devices:
1. name calling
2. glittering generality
3. transfer
4. testimonial
5. plain folks
6. band wagon
7. card stacking |
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Definition
| selective, social-linked and goal-oriented (what they want... entertainment, education, etc) |
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Term
| intentional media effects |
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Definition
| advertising on purchases, political campaigns on voting, PSAs, propaganda on ideology |
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| intentional media effects |
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Definition
| advertising on purchases, political campaigns on voting, PSAs, propaganda on ideology |
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| unintentional media effects |
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Definition
| media violence on aggressive behavior, social construction of reality, stereotyping, sexual content on attitudes, autopilot |
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| bullet/hypodermic needle theory |
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Definition
| everyone will react in the same way |
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| mass communication typically has small effects |
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Definition
army study on limited-effects
studied soldiers enthusiasm for war with videos, only gave info/didn't improve enthusiasm |
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study on limited-effects
Mr. Biggot cartoon, racist and sexist, wanted to make him look ridiculous -- reinforced beliefs for everyone (supporting or against prejudism) |
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| Lazarsfeld's election studies |
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Definition
study on limited-effects
opinion leaders |
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Term
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Definition
| mass communication typically has significant effects on a large number of people |
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Definition
research on powerful effects
National Driver's Test, A Snort History and informational soap opera |
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| The Great American Values Test |
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Definition
study on powerful effects
tested what Americans valued. Program aired then followed up with telephone studies, those that watched said ones on show / those that didn't watch didn't reflect show |
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Definition
Lazarsfeld studied why housewives listened to soap operas (many for advice)
study for uses and gratifications |
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| looks at why something happens/is chosen and then the effect |
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Definition
study for uses and gratifications
categorizing needs/why we watch:
1. diversion
2. personal relationships (belonging)
3. personal identity (models of behavior)
4. surveillance (knowledge) |
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Term
| affective disposition theory |
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Definition
| audience emotionality is crucial to entertainment |
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Definition
Stephenson
work is reality and productive, play is unproductive and concerned with self-satisfaction |
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Definition
| still play even with news |
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| people enjoy suspense even if the emotions associated aren't positive |
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Definition
| suspense is uncomfortable, not pleasant / pleasure occurs when suspense is gone |
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arousal is pleasure
web-page downloads, longer images take to load gives more arousal, 20 seconds look at an ad those that took longer to load atpicture clicked more links/more advertisement |
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Definition
mood management
people want specific mood, so choose specific media |
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| compare self to somebody lower (downward comparison), meta-emotions |
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Definition
| want to be engaged but understand -- not too hard, not too boring |
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Definition
| programs on same channel tend to have duplicated audience |
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Definition
| channel loyalty between adjacent programs |
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| channel loyalty between adjacent programs |
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| duplication of audience across a series of programs |
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Term
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Definition
| program choice is based on individuals availability to watch |
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| passive vs. active TV viewing |
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Definition
| choice to watch TV is passive, choice of content is active |
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Definition
| may leave a group if you don't like a show, may join if you like |
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| telling us what to think about, what is presented and deemed important |
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Definition
| candidates were agenda setting, people believed these issues to be important |
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Definition
| content analysis of magazines, most talked about topics rated highest |
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Definition
study related to agenda setting
4 days of altered newscast, 4th night majority said the topic they heard the most about was most important |
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Definition
| issues that the public experience directly |
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Definition
| how is something is packaged to influence interpretation |
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Definition
| process by which the media attend to some issues but ignore other |
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Definition
| control over selection of content discussed in media |
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| first level / second level agenda setting |
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Definition
first = the issues
second - notions about the issues |
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Definition
"what is it response" elicited by something new occurring in an environment
in TV comes with ever camera change |
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Definition
cuts and edits
clips are classified as slow, medium or fast based on # of ccs |
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Definition
some ccs introduce more new information that others
measure how much cognitive effort a broadcast requires based on 7 dimensions |
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| 7 dimensions of I squared |
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Definition
object change, novelty (been scene before), relatedness, distance (harder to process moving closer), perspective (angle), emotion, form change (color to b&w, pics to text, live to animation)
each CC earns a score between 0 and 7, I squared is total of all scores g |
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Definition
another way to code content
arousing messages require more cognitive resources than calm messages |
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Definition
| studied/developed spiral of silence |
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Definition
mass media has powerful effects on public opinion
Neumann
feel like one is in minority for opinion won't speak up |
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Definition
| don't care what other people think, break spiral of silence |
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| studied Third-Person Effect |
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Davison
belief that messages have little effect on you and me but influences others |
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Gerbner
the teaching of a common worldview and values -- long term TV viewing has effects on people's perceptions, attitudes and values
differentiates between heavy and light viewers |
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Definition
| TV viewing may override differences in perspective that stem from other social influences |
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Definition
| effects of TV viewing will be boosted for certain members of the audience |
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Definition
| media is important to the individual -- turn to media for basic needs |
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Term
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Definition
| select certain media to achieve personal goals, become dependent with repetition |
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Definition
| inability to define social situation that one has never experienced -- turn to media |
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Definition
| unable to determine appropriate actions within a known situation, turn to media to resolve |
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Term
| influences on media dependency |
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Definition
| number of needs one medium can meet, number of media sources available, familiarity (turn to what isn't known), overall level of uncertainty |
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Definition
| 9/11 study, phone interviews near city found news was a source for info, led to increase in charity but also suspicions |
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Term
| intensity of media dependency |
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Definition
| dependent on how well people perceive that the media is fulfilling their goals |
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Definition
| studied/developed social learning theory |
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Definition
Bandura
much learning takes place through observing the behavior of others, doesn't require a reward just observation |
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Definition
| earlier version of learning theory saying learning only occurs with a reward |
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Term
| steps in the modeling process |
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Definition
1. attention
2 retention
3. reproduction
4. motivation (want to observe and learn) |
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Term
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Definition
| people's judgment of their ability to exert control over their level of functioning and events that affect their lives |
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Definition
Bandura
control group acted less violent, but still violent , non-aggressive didn't act violent, aggressive acted the most violent |
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Definition
modeling isn't universal... why?
self-efficacy, lack of identification, self-regulation, self reflection, forethought |
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Term
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Definition
| one-sides relationship in which one party knows a great deal about the other, but the other does not |
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Definition
| Limited Capacity Model of Motivate Mediate Message Processing (LC4MP) |
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Term
| Limited Capacity Model of MOtivated Mediated Message Process (LC4MP) |
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Definition
theory about how individuals process mediated messages
1. nature of cognition (limited capacity)
2. nature of motivation (motivationally relevant)
3. nature of the media (presented though multiple sensory formats)
4. nature of time (level of attention throughout)
5. nature of communication (depending how is impacts depends how we react)
all must be true for humans to process messages |
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Definition
| creating a mental representation |
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Definition
| if you want to know about it you will want to pay more attention |
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Definition
| environmental reasons can cause the allocation of resources |
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Definition
| encoding is the selection of important information from the message - then remember the important elements |
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Definition
| total number of resources required to store and encode exceeds availability - one or both processes will suffer |
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Definition
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Definition
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Definition
Caccioppo and Lang
message must be motivationally relevant and people have two underlying motivation systems: appetitive and aversive |
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Definition
| emotion - extremely negative or extremely positive |
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Definition
| emotion - very calm to extremely excited |
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Definition
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Term
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Definition
| more active in neutral environment, positivity offset |
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Definition
| responds quickly to stimuli, protect against danger |
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Definition
| sensation seeking behaviors - risky behavior, drugs and alcohol, like fast paced media |
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Term
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Definition
| avoidance of sensation seeking behaviors, no drugs or alcohol, startle enhancement |
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Term
| Motivational Activation Measure (MAM) |
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Definition
| test with picture to measure positivity offset or negativity bias |
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Term
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Definition
| high positivity offset, low negativity bias |
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Term
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Definition
| low positivity offset, low negativity bias |
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Term
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Definition
| high positivity bias, high negativity bias |
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Term
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Definition
| low positivity offset, high negativity bias |
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Term
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Definition
| Elaboration Likelihood Model (ELM) |
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Term
| elaboration likelihood model (ELM) |
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Definition
Caccioppo and Petty
how much we think about the content of a message and how relevant it is - more relevant = think more |
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Term
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Definition
| elaborating, thinking, putting in effort |
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Term
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Definition
| persuasions occurs do to a simple cue, relying on something about presentation not the content -- change happens without elaboration on the true merits of the information presented (attractive visually, number of arguments...etc) |
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Term
| Tichenor, Donohue and Olien |
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Definition
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Definition
Tichenor, Donohue and Olien
mass media provides information to its audience, gets information to people not usually reached but increases the gap between social classes
not everyone has the same level of comprehension or the same access to media |
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Term
| Sesame Street and knowledge-gaps |
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Definition
| even among children that watch the show, the advantaged children still received better achievement tests scores |
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Term
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Definition
declines when there is a perceived conflict over an issue (both sides care) and in homogenous communities
widens in pluralistic communities (diversity, more choices) |
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Term
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Definition
| knowing everything about a topic - stop learning and others catch up reducing knowledge gaps |
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Term
| mediamorphosis - 6 principles |
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Definition
how new technologies impact media and spread
1. coevolution and coexistance
2. metamorphosis (emerge from old)
3. propagation (dominant traits from old)
4. survival (adapt)
5. opportunity and need
6. delayed adoption (1 generation) |
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Term
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Definition
1st decade - lots of excitement, not much penetration
2nd decade - penetration starts
3rd decade - stand technology |
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Term
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Definition
| inability to see future of technology, might take a while for society to accept |
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Term
| supervening social necessities |
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Definition
impact how fast/easily technology will be accepts
1. need of companies
2. requirement of old technologies
3. regulatory and legal actions
4. general social forces |
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Term
| law of suppression of radical potential |
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Definition
things that hinder spread of technology
1. need of companies
2. requirement of old technologies
3. regulatory and legal actions
4. general social forces |
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Term
| hyper-personal communication |
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Definition
| computer mediated communication that is more socially desirable than face-to-face communication -- leads to problematic internet use (depressed or lonely people) |
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Term
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Definition
| mental structure which represents a person;s knowledge about some aspect of the world, abstracted from prior experiences -- evaluate new information against old schema |
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Term
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Definition
people use schema theories to process news stories (straight matching, inferences) - media keys into beliefs from a certain angle
information matched to a schema with modify and store with schema - if no match will be passed by or form a new schema |
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Term
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Definition
| script/event schemas or role schemas |
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Term
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Definition
| story, genre, formal features (editing and camera work) |
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