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Flashcards in Mass Media Deck (13)
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Define Mass Media

The term 'mass media' refers to forms of communication (Media) that reaches large (mass) audiences. In modern society, mass media plays a huge part in our life, as me consume many types of mass media every day.


Name 3 examples of Traditional Media,and 3 examples of New Media

Traditional Media:

New Media:
•The Internet
•Mobile Phones
•Digital Radio
•Cable and satelite TV
•Video games


How is the press typically categorised into groups?

Quality Broadsheets:
•The Guardian
•The Daily Telegraph
•The Times

Middle-market tabloids
•Daily Mail
•Daily Express

Mass-market tabloids
•The Sun
•The Mirror


What types of media are referred to as Broadcasting?

Television and Radio


How is Television, Radio and the Press funded, and what are the implications of this?

The press is covered by sales, meaning they may manipulate facts and be biased to please the target audience, while radio and television is funded by advertisements. Due to this, Television may be less biased than the press.


How has new technology affected the mass media?

•Digital broadcasting allows for many more channels and methods to recieve them such as Sky, Freeview and Freesat. Digital broadcasting also allows interactivity in the form of the Red Button.
•Digital technology allows images, sounds and information to be delivered across the internet., mobile phones and television. When different types of media come together like this, it is known as convergence.
•Digital radio services allow more stations to be delivered across the internet, mobile phones and television, and with better sound quality.


How has newspaper readership changed in the last 25 years?

In 1983, 77% of adults in Britain said they regularly reada morning paper. By 2006, only 50% said so.
Not all papers have reduced in readers, however.


Identify two reasons why people get a digital television service

•To access more channels
•Higher quality of picture
•Ability to save, pause and record programmes


Identify two reasons why people use the internet

•Look for information
•Send and recieve e-mails
•Browse generally
•Buy and sell
•Bank online
•Play games
•Make travel arrangements
•Visit chat rooms
•Download music
•Read online news
•Listen to radio
•Watch television
•Use social networks


Which households are more likely to have internet access at home?

•High-income households
•Urban areas


What is the 'Hypodermic syringe' approach?

The idea of the hypodermic syringe approach is the idea that the audience recieves daily injections of messages from the media, and it works like a drug, having a direct and powerful effect on the audience's behavior and attitudes.


What is the 'Uses and gratifications' model?

The uses and gratifications model emphasizes on how we, the audience uses the media, and how the media furfills needs.
McQuail identified these needs as such:
•Information - News, documentaries etc.
•Personal Identity - we might watch programmes to gain insight into ourselves
•Personal relationships - We can watch programmes such as soap operas as a replacement for real companionship, or as a source of conversation.
•Entertainment and Diversion - We watch comedy shows to relax and escape from our problems, for example.


What is the decoding approach?

This approach suggests that media has many possible meanings and interpretations. Therefore, it may be decoded in different ways. How it is interpreted may depend on the social and cultural backgrounds of different sections of the audience. For example, a woker who is involved in strike action may interpret a news story about the stike differently than a senior manager. The decoding approach sees the audience very differently from the way the hypodermic syringe approach sees it. While the hypodermic syringe approah views the audience as passively recieving media messages, the decoding approach sees audience members as actively interpreting these messages.h