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Flashcards in Chapter 1 Continuation Deck (12)
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1
Q

Why does a fish not know it is wet and how does this relate to us and mass media

A

It is so dominated by it that it is unaware of the condition
- unconscious of presence and influence

2
Q

Schramms model of communication
What is there none of?
Explain why
No feedback why?

A

No source, no receiver, no communication process

Both interpreters are simultaneously source and receivers

All messages in reciprocation of other messages

3
Q

Difference of schramms second model

Why is it called inferential feedback

A

Messages replaced with many identical messages

Specifies feedback

Inferential feedback because takes a day or so to receive feedback and must infer on their own what they could do to up ratings

4
Q

What does culture help us to do ? A.k.a positive results of limiting effects

Negative ?

A

Meaningful distinction between right and wrong

Learned what culture wants from us

Unwilling to move past repetitive ways of thinking let people control what we think

5
Q

How do we liberate ourselves from limits of culture?

A

Ability and willingness to learn in new patterned ways of thinking to change existing patterns and create our own

6
Q

Bounded cultures/co cultures?
Culture serves to in this sense ?
What is the problem with this

A

Smaller than national
Differentiate us
Leads to division through communication

7
Q

Role of technology

Technological determinism

A

It is machines and their development that drive economic and cultural change

8
Q

Some people say the way we use technology ?

If we are at mercy of technology v we choose how to use it

A

Gives it significance

We don’t create culture

We utilize responsibly and construct our own culture

9
Q

Technology overall ?

A

Changes basic element of communication but doesn’t relieve us of responsibility to use it right

10
Q

Money shifts what

Those that think good

This that think bad

A

Audiences from consumers to products
(Selling to advertisers)

Quieted audiences voice and no more intimacy between maker and audience

Broadened communication

11
Q

What did the duplication available by Gutenberg press allow for

A

Standardization and preservation to create verifiable bodies of knowledge

Growth of middle class

Spread of democracy

12
Q

Industrial revolution caused what

A

More leisure time

Increase in technology

More money to spend

Large growing audience for printed info and entertainment