-
the ability to effectively
and efficiently comprehend and utilize mass communication
Media literacy
-
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
-
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
-
Is
any person or group who has control over what material eventually reaches the
public.
Gatekeeper
-
Identify 5 emerging trends of modern mass media
- ·
- Increased audience control
- ·
- User generated content and mobile media
-
audiences
are looking for specific media geared towards their interests.
Audience segmentation
-
as
the process of coming together or uniting in common interest or focus.
Convergence
-
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.
-
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
-
Refers to the media’s influence on society
macro-level effects
-
is
the ways in which individuals come to adopt the behavior and values of a group.
Socialization
-
Identify the 6 agents of socialization
-
Who developed cultivation analysis?
– George Gerbner
-
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
opinions.
Cultivation analysis
-
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.
-
differences
apparently due to cultural and social factors tent to diminish among heavy TV
viewers.
Mainstreaming
-
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.
Agenda-setting
-
Stereotypes are over generalized or oversimplified mental
representations (perceptions) of social groups.
Stereotype
-
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.
-
-
Identify the 5 core elements that characterize newsworthy events
-
contains
the most important information, the basic facts of the story
Hard news
-
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
-
unearth
significant information about matters of public importance of the public
importance through the use of non routine information gathering methods
Investigative reports
-
is
any form of nonperson presentation and promotion of ideas , goods and services
usually paid for by an identified sponsor .
Advertising
-
the
specific segment of the population for whom the product or service has a
definite appeal.
Target audience
-
Identify
the 3 ways in which advertising can be classified
- ·
- Business to business advertising
-
People
who buy goods and services for personal use
Consumer advertising
-
people who buy products for business use
Business-to-business advertising
-
is promotions for a particular product category rather than a specific
brand
Primary demand ad
-
is
used by an individual company to sell its particular brand, such as a certain
brand of milk.
Selective demand ad
-
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
-
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
-
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
-
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
-
specializes
in buying radio and TV time and reselling it to advertisers and advertising
agencies.
Media buying service agency
-
is an organization that specializes in the actual creation of ads
Creative boutique
-
-
Identify the 6 basic elements in the communication
process
- -
- 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
-
-
A socially accepted word or phrase substituted for an
uncomfortable or unacceptable one
euphemism
-
the use of space to
communicate nonverb
proxemics
-
4 stages of the listening
process
-
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
-
A relatively consistent
image or perceptions that you have about yourself
What is self-concept
-
The number of contexts in
which communicators interact in a relationship
breadth
-
The amount of time
communicators interact and the personal level of information they exchange in a
relationship
depth
-
6 conflict management
styles
-
Engaging in excessive socialization
to postpone or forestall working on the group project
What is task-avoidance
-
Expectations , established
through interaction about how members should belive
norms
-
communicated in a direct fashion and often written to
emphasize their impritance
explicit norm
-
Assumed to exist but are rarely discussed openly
implicit norm
-
the tendency to respond
favorably or unfavorably to something
attitude
-
something that is accepted
as true or false although it hasn’t been or cant be proved
belief
-
a deeply held concept about what is good right and important
with regard to conduct and existence.
value
|
|
