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35 Cards in this Set
- Front
- Back
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What are Media?
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Channels of communication
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How do you choose your media?
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Uses and Gratifications Research
- Identity - Entertainment - Information - Integration + social interaction |
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Marshall McLuhan
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"The medium is the message"
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The effect of media on individuals
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Theories of media effects, ranging from direct, powerful effects to more limited
- Magic Bullet/Hypodermic Needle/Linear Model - Two-Step Flow |
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Linear Model
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Implies that mass media have direct, immediate, and powerful effects
- Tied to rise of radio and TV, emergence of persuasion industires |
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Problems of Linear Model
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- Affords individuals little = no agency
- Assumes that people internalize the messages that are communicated to them |
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Two-Step Flow
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Media move in two distinct stages
- Opinion leader receives message - Opinion leaders pass along their interpretations and the message to others(personal influence) |
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Problems with Two-Step Flow
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- Uses survey methods which underestimate impact
- Pre-TV - Uses reported behavior |
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Selective Exposure
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- Focus group study - Jholly + Lewis('92)
- Gravitate towards media that agree with you |
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Hostile Media Effect
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- Counter to selective exposure
- Bias within the viewer - Stems from perception of potential to influence many - Bush-Kerry Example |
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Cultivation Theory
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- Gerber et al. (1926)
- "Mean World Syndrome" - 3 B's: Blur, Bend, Blend |
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Alternative Theories of Effects
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- Framing
- Priming - Agenda-setting |
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Framing
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This side or the other
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Priming
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Focusing a lot of attention on "it"
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Agenda-Setting
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Not what to think, but what to think ABOUT
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Content Analysis
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- Pretrial publicity and race
- Food Advertisements and race - Body Image and Gender >WHAT IS ACTUALLY BEING SAID |
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Media Events
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- Incidents/Events that interrupt regular programming
- Ritual |
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Textual Analysis
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- Content Analysis on a smaller scale
- What the text says - Critical Scholars |
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Ideology
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- A set of values, orientations, and predispositions expressed through communication
- It's everywhere |
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Ideology is Used in
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- Politics
- Religion - Social Movements - Corporate Scenarios |
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Characteristics of Ideology
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- Complex/Simple
- Coherent/Fragmented - Verifiable/Unverifiable - Constant/Changing |
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Ideology's Origin
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Relations of Power
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Classical Marxism
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Analysis in relation to the conditions of production
- Base/Superstructure >Base: Forces of Production >Superstructure: Institutions |
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Image Systems
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- Ideational: How ideas take form
- Mediational: How ideas circulate |
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Ideational Image System
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Commercial Advertising
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Mediational Image System
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- Technological mediation
- Social mediation |
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Consciousness
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A mind set: How a person or group of people make sense of ideologies
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Factors in Consciousness formation
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- Direction
- Repetition |
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Global Village
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Time and Space
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Diffusion of Innovation
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- An expansion of the two-step flow
- Trends, fads(uggs, trucker hats) |
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Hegemony
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A power welded by one social group over another(a symmetrical interdependence)
- A method for gaining and maintaining power |
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Antonio Gramsci
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- Built on the work of Marx
- Emphasis on "superstructure" - Focuses on how ideologies or disseniration |
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Antonio Gramsci Continued
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Media are the tools of the powerful(elite) which are used to perpetuate the power/wealth of those welding it through the disseniration of ideologies
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How does it work
Antonio Gramsci Theory |
Coercion vs. Consent
- You're not being forced |
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Chomsky
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The system in which we operate, the power is in the hands of few people. Power is concentrated in only a few
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