final 101

  1. the ability to effectively
    and efficiently comprehend and utilize mass communication
    Media literacy
  2. Media scholar Art Silverblatt identified 6 fundamental elements of media
    literacy—what are they
    • 1A critical thinking skill enabling audience
    • members to develop independent judgments about media content

    • 2 An understanding of the process of mass
    • communication

    • 3. An awareness of the impact of
    • media on the individual and society

    • 4. Strategies for analyzing and
    • discussing media messages

    • 5. An understanding of media content
    • as a text that provides insight into our culture and our lives
    • 6. The ability to enjoy, understand,
    • and appreciate media content
  3. What
    are the 5 characteristics of traditional mass media organizations?
    • ·
    • Produced by complex and formal organizations

    • ·
    • Have multiple gatekeepers

    • ·
    • Need a great deal of money to operate

    • ·
    • Exist to make a profit

    • ·
    • Highly competitive
  4. Is
    any person or group who has control over what material eventually reaches the
  5. Identify 5 emerging trends of modern mass media
    • ·
    • Audience segmentation

    • ·
    • Convergence

    • ·
    • Increased audience control

    • ·
    • Multiple platforms

    • ·
    • User generated content and mobile media
  6. audiences
    are looking for specific media geared towards their interests.
    Audience segmentation
  7. as
    the process of coming together or uniting in common interest or focus.
  8. 3
    types of convergence.
    • ·
    • Corporate convergence (Movie studios, record labels, cable TV)

    • ·
    • Operational convergence (combined media markets of separate operations)

    • ·
    • Device convergence (Combining the functions of two or three devices
    • into one mechanism Ex. Apples new iphone Mp3 telephone camera video and
    • connects to the internet.
  9. Refer to the media’s influence on individuals. Specifically, by micro-level effects, we are referring to
    the media’s influence on individuals’ attitudes, values, beliefs, behaviors
    micro-level effects
  10. Refers to the media’s influence on society
    macro-level effects
  11. is
    the ways in which individuals come to adopt the behavior and values of a group.
  12. Identify the 6 agents of socialization
    • ·
    • Mass media

    • ·
    • Personal experience

    • ·
    • School

    • ·
    • Parents sivlings

    • ·
    • Friends
  13. Who developed cultivation analysis?
    – George Gerbner
  14. Is
    perceptions of reality consistent with the view of the world presented in
    television programs. This focuses on the long-term effects of exposure on both
    adults and children rather than on the short term impact on attitudes an
    Cultivation analysis
  15. What are the 2 steps of the cultivation method
    • § Analysis is a careful study
    • of television content to identify themes and messages

    • § Examining what if anything,
    • viewers’ absorb from heavy exposure to the world of television.
  16. differences
    apparently due to cultural and social factors tent to diminish among heavy TV
  17. is
    a list of things to be considered or acted upon) the ability to choose and
    emphasize certain topics, thereby causing the public to perceive these issues
    as important.
  18. Stereotypes are over generalized or oversimplified mental
    representations (perceptions) of social groups.
  19. What are the 5 arguments in support for limited media effects
    • - 1. Media content has limited
    • impact on audience because it’s only make-believe; people know it isn’t real.

    • - 2. Media content has limited
    • impact on audience because it’s only make-believe; people know it isn’t real.

    • - 3.If media have any effects
    • at all, they are not the media’s fault.

    • Media simply hold a mirror to society and reflect
    • the status quo, showing us and our world as they already are.

    • - 4.If media have any effect
    • at all, it is only to reinforce preexisting values and beliefs. Family, church, school, and other
    • socializing agents have much more influence.

    • - If media have any effects at
    • all, they are only on the unimportant things in our lives, such as fads and
    • fashions.
  20. -
    Identify the 5 core elements that characterize newsworthy events
    • ·
    • Timeliness

    • ·
    • Proximity

    • ·
    • Prominence

    • ·
    • Consequences

    • ·
    • Human interest
  21. contains
    the most important information, the basic facts of the story
    Hard news
  22. Is
    used to get the viewers attention it may not convey much supported by the body
    of the story, which introduced new information and amplifies the main point.
    Soft news
  23. unearth
    significant information about matters of public importance of the public
    importance through the use of non routine information gathering methods
    Investigative reports
  24. is
    any form of nonperson presentation and promotion of ideas , goods and services
    usually paid for by an identified sponsor .
  25. the
    specific segment of the population for whom the product or service has a
    definite appeal.
    Target audience
  26. Identify
    the 3 ways in which advertising can be classified
    • ·
    • Consumer advertising

    • ·
    • Business to business advertising

    • ·
    • Primary advertising
  27. People
    who buy goods and services for personal use
    Consumer advertising
  28. people who buy products for business use
    Business-to-business advertising
  29. is promotions for a particular product category rather than a specific
    Primary demand ad
  30. is
    used by an individual company to sell its particular brand, such as a certain
    brand of milk.
    Selective demand ad
  31. usually
    contain a toll free number , coupon , e-mail or web address or some similar
    device to enable the advertiser to see results quickly.
    Direct action ad
  32. are
    companies such as local restaurants, car dealerships, TV repair shops, and
    other merchants and service organizations that have customers in only one city
    or trading area.
    Retail advertiser
  33. is
    an independent business organization composed of creative people and
    businesspeople who develop prepare and place advertising for sellers seeking to
    find customers for their goods and services.
    Advertising agency
  34. handles
    all phases of the advertising process for its clients, it plans, creates,
    produces, and places ads. Other services offered sales promotions, trade show exhibits
    , newsletters and annual reports.
    Full-service agency
  35. specializes
    in buying radio and TV time and reselling it to advertisers and advertising
    Media buying service agency
  36. is an organization that specializes in the actual creation of ads
    Creative boutique
  37. -
    Identify the 6 basic elements in the communication
    • -
    • 1.Two or more communicators

    • -
    • 2. One or more messages

    • -
    • 3. One or more communication channels

    • -
    • 4. A
    • certain amount of noise or interference in the communication process

    • -
    • 5. Feedback exchange between comunicatiors

    • -
    • 6. A communication setting or context

  38. A socially accepted word or phrase substituted for an
    uncomfortable or unacceptable one
  39. the use of space to
    communicate nonverb
  40. 4 stages of the listening
    • 1.
    • Attending

    • 2.
    • interpreting

    • 3.
    • Responding

    • 4.
    • remembering
  41. the overestimation of the
    degree to which other peoples behaviors are due to internal factors and
    underestimation of the significance of external forces
    • What is the fundamental
    • attribution error
  42. A relatively consistent
    image or perceptions that you have about yourself
    What is self-concept
  43. The number of contexts in
    which communicators interact in a relationship
  44. The amount of time
    communicators interact and the personal level of information they exchange in a
  45. 6 conflict management
    • 1.
    • Coercion

    • 2.
    • Persuasion

    • 3.
    • Collaboration

    • 4.
    • Compromise

    • 5.
    • Avoidance

    • 6.
    • Accommodation
  46. Engaging in excessive socialization
    to postpone or forestall working on the group project
    What is task-avoidance
  47. Expectations , established
    through interaction about how members should belive
  48. communicated in a direct fashion and often written to
    emphasize their impritance
    explicit norm
  49. Assumed to exist but are rarely discussed openly
    implicit norm
  50. the tendency to respond
    favorably or unfavorably to something
  51. something that is accepted
    as true or false although it hasn’t been or cant be proved
  52. a deeply held concept about what is good right and important
    with regard to conduct and existence.
Card Set
final 101
final 101