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36 Cards in this Set
- Front
- Back
Cultural Imperialism |
how the us and europe maintains power over less developed nations through media |
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neocolonial context of cultural imperialism |
empires maintain political and economic control through culture, ownership of media and control of global information flow |
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Media and media products in cultural imperialism |
undermines cultural diversity and values of local cultures and instead cultivate values of individualism, consumerism and capitalism |
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limitations of cultural imperialism |
Assumes uniform effect of western media neglects language and cultural barriers |
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MacDonalization |
Western thinking is rational, efficient. Economic model based on calculation, predictability, uniformity. Illusion of choice but more about standardization and control, low cost, profit |
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Rationalism |
efficiency is more important than what is morally/culturally correct |
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Effects of McDonaldization |
undermines cultural diversity, stiffles creativity and competition, dehumanizes |
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Limitations of Mcdonaldization |
assumes direct, uniform effects of western media and neglects language and cultural barriers |
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McWorld vs. Jihad |
Globalization causes tension between homogenization and cultural plurality |
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Tension created by mcworld |
Mc World promises freedom, democracy in consumer choice of products (homogenization) while jihad stance to resistance to the imposition of values on ones group beliefs and practices (cultural plurality) |
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Mediascapes |
Globalization causes hybridity rather than homogenization of cultures |
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Globaliztion in mediascapes |
dynamic process that operates through the crossing of different, interrelated, unequal spheres that produces hybridity |
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Ethnoscapes |
global flow of people |
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mediascaoes |
regional global flow of media |
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technoscapes |
flow/adaption of technologies |
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Financescapes |
international finance |
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ideascapes |
ideologies, lifestyles, aspirations |
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limitations to mediascapes |
not all values/cultures have equal access/exposure; they compete/coexist in conflict |
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Homogenization through difference |
Globalizaiton is homogenization through difference. It creates an illusion of difference (choice/plurality) at the surface level (images, topics, media channels) |
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Homogenization through different produces |
homogenization at the structural, deeper level through concentration of economic ownership, consumer ideology, value of individualism, view of us/western europe as models of progress, freedom |
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Forces that contributed to the growth of scientific research in mass media |
World War I 50s and 60s realization that research data was useful to persuade Increasing interests in effects from media competition for advertising dollars |
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World War I |
Need to further understand propaganda effects of media on people thought to exert powerful influence hypodermic needle model |
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50s and 60s realization that advertising could persuade |
studies of message effectiveness, audience demographics and size, placement of advertising to achieve most exposure, frequency and selection of media |
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interest of effects of media on public |
effects on children research related to violence and sexual content included procosical and antisocial effects popular during 80s debate over pop music lyrics and videos |
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advertising dollar |
media management had grown more sophisticated, long range plans, management by objectives and increasing dependency on data to support decision |
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Researc defined by KErlinger |
A systematic, controlled, empirical and critical investigation of hypothetical propositions about the presumed relations among observed phenomena |
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five characteriscals of research that distinguish scientific social metod |
1. Scientific research is public 2. Science is objective 3. Science is empirical 4. Science is systematic and cumulative 5. Science is predictive |
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Quantatative |
telephone interviews, large samples are used to allow results to be generalized to general populations |
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qualitative reserach |
focus groups or one on one interviews using a small sample size |
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academic research |
basic research conducted by colleges and universities theoretical or scholarly approach results explain mass media and effects no deadline less expensive |
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private research |
non governmental businesses and industries or research consultants applied research results for making decisions results are property of agency maybe released to public deadline costly |
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What is a focus group? |
Group interviewing Interaction between the moderator and group and among group members carefully designed questions to elicit info |
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When did it become popular |
1980s social scientists recognized the value of focus groups 90s started using research in social science in marketing and human service orgnaiztions |
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when to use focus groups |
when information about behaviors and motivators is more complex than a questionnaire would reveal. Honest in-depth ansewers those in lower place on power hierarchy can express feelings When target audience is different from decision makers when there are organization/alienation conflicts so people feel listened to |
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Advantages |
dynamic of group indepth, unbiased inför deeper understantidng |
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weakesses |
unnatural social setting presence/influence of moderator members may conform to popular opinions of group expensive tome cosuming moderator may have to "crack the whip" |