Media

Question 1

Social effects of media (2)

Answer 1

1. Status Conferral

2. The Lowering of Popular Taste

Question 2

1900 Media mogul who gained notoriety during the rise of the mass “penny” press

Answer 2

William Randolph Hearst

Question 3

Media hypothesized to have direct effects.

Answer 3

The magic bullet theory

Question 4

The Magic bullet theory aka

Answer 4

The Hypodermic Needle theory

Question 5

A study called ___ : studying media influence in voting behavior

Answer 5

Personal Influence

Question 6

Lazarsfeld and Katz tested the

Answer 6

Powerful Effects theory

Question 7

Voters were influenced more by people they thought were better informed.
T or F

Answer 7

True

Question 8

The two step flow

Answer 8

Mass media -> opinion leaders -> Followers

Question 9

Media influence is indirect and therefore not as powerful as initially theorized.

Answer 9

Theory of Limited Effects

Question 10

x -> x

x + y + c + m + a -> z

Answer 10

Powerful Effects vs Limited Effects

Question 11

Educational attainment, class, gender, media, source credibility can affect

Answer 11

Influence

Question 12

Proponent of Cultivation theory

Answer 12

George Gerbner

Question 13

A storytelling system and a primary source of socialization and everyday information

Answer 13

Television

Question 14

Television does not have the effect of providing a shared way of viewing the world. T or F

Answer 14

False

Question 15

Situated vs __ culture

Answer 15

Mediated

Question 16

Implies long-term cumulative consequences to media exposure to an essentially repeating and stable set of messages

Answer 16

Cultivation effect

Question 17

Predicts that heavy viewers will view the world as more dangerous compared to light viewers

Answer 17

Cultivation Theory

Question 18

Effects of heavy television viewing (3)

Answer 18

Blurring, bending and blending

Question 19

1. Television types develop same outlook towards society that doesn’t happen with radio exposure
2. Heavy viewers share the same meanings, orientations and perspectives with each other.

Answer 19

Mainstreaming

Question 20

Proponents of The Agenda Setting Function of the Media

Answer 20

Maxwell McCombs and Donald Shaw

Question 21

1. Capability of filtering stories, media tells what to think about.
2. The media may not be successful in telling us what to think. But they are successful in telling us what to think about.

Answer 21

The Agenda Setting Function

Question 22

How media tend to regulate the flow information by making some issues more salient than others

Answer 22

Gatekeeping

Question 23

Three part process of agenda setting

Answer 23

1. Media Agenda
2. Public Agenda
3. Policy Agenda

Question 24

Proponent of the Spiral of Silence theory

Answer 24

Elisabeth Noelle-Neuman

Question 25

1. People have a sixth sense when it comes to the opinion of the public 2. People speak up more when they feel that their opinions conform to the the popular ones 3. People don't speak up when they feel like their opinions are unpopular

Answer 25

The Spiral of Silence theory

Question 26

1. Media helps form public opinions 2. Promotes opinions over others 3. Gives us a sense of what the public opinion is

Answer 26

Media participation in the Spiral of silence

Question 27

Proponent of Media Ecology

Answer 27

Marshal McLuhan

Question 28

Media ecology aka

Answer 28

Technological Determinism

Question 29

1. Refers to media as environment 2. We are shaped by the tools that we use, as they become extensions of ourselves. 3. Relationship of technology and human relationships and how media affects human participation and understanding.

Answer 29

Media Ecology

Question 30

"Media Ecology is the study of media environments, the idea that technology and techniques, modes of information and codes of communication play a leading role in human affairs"

Answer 30

Lance Strate

Question 31

New Media Technology impacts a change in

Answer 31

Social environments Behavior Society

Question 32

Partner of McLuhan (capitalism)

Answer 32

Harold Innis

Question 33

The media act as extensions of the human senses during each era T o F

Answer 33

T

Question 34

Four eras in media history

Answer 34

1. Tribal Era 2. Literate Era 3. Print Era 4. Electronic Era

Question 35

Proponent of the Semiotics theory

Answer 35

Roland Barthes

Question 36

How we assign meaning to signs

Answer 36

Roland Barthes

Question 37

Three things we consider in the field of semiotics

Answer 37

The sign itself The system of codes, their development and the channels through which they are transmitted The culture within which signs, and their codes, operate

Question 38

Focused on texts and how we make sense of them

Answer 38

Semiotics

Question 39

Perceived and recognized to stand for something other than itself

Answer 39

A sign

Question 40

He illustrated the Semantic Triangle

Answer 40

C.S Pierce

Question 41

Three things in the Semantic triangle

Answer 41

Sign Object Interpretant

Question 42

Refers to a physical object, something that exists

Answer 42

Sign

Question 43

He came up with the signification process

Answer 43

Ferdinand de Saussure

Question 44

Three things in the signification process

Answer 44

The signifier The signified The signification

Question 45

Process of giving meaning to external reality

Answer 45

Signification

Question 46

The mental concept attached to the sign

Answer 46

Signified

Question 47

Classification of signs according to Pierce and Saussure (3)

Answer 47

Icon Index Symbol

Question 48

1. Icons resemble the sign in some way | 2. Meaning is highly motivated and constrained

Answer 48

Icon

Question 49

1. There is a direct, existential relationship between the sign and its object 2. Meaning is less motivated and constrained, as there is more room for interpretation

Answer 49

Index

Question 50

1. There is no direct connection between the sign and the object. 2. The connection between the sign and the object is a matter of convention or rule. 3. Meaning has low motivation and constraint; open to interpretation.

Answer 50

Symbol

Question 51

Meaning is contingent on

Answer 51

The organization of signs

Question 52

Refer to the conventions or rules that accompany the combination of signs

Answer 52

Syntagms

Question 53

Units from one can be chosen

Answer 53

Paradigms

Question 54

___ are the system within which signs are organized

Answer 54

Codes

Question 55

Signification of Roland Barthes (2)

Answer 55

1. Illustration | 2. Myths

Question 56

Illustration of Roland Barthes (3)

Answer 56

1. Denotative level 2. Connotative level 3. Mythical/Ideological level

Question 57

First order illustration level

Answer 57

Denotative level

Question 58

The emotions associated with the first order level

Answer 58

Connotative level

Question 59

Third order level: naturalized meanings that have social-political-power implications

Answer 59

Mythical/ideological level

Question 60

The story by which a culture explains or understands some aspect of reality Naturalized meanings produced by a dominant social group

Answer 60

Myths

Question 61

These reinforce the dominant value of a culture

Answer 61

Mythic signs

Question 62

Proponent of Cultural Studies

Answer 62

Stuart Hall

Question 63

Moving from powerful media to not so powerful media (1930s-1980s)

Answer 63

Effects paradigm of communication research

Question 64

Audiences are quite purposeful and selective in their media use

Answer 64

Uses and Gratifications Paradigm

Question 65

Uses and Gratifications Paradigm (3)

Answer 65

1. Empowerment 2. Pleasure 3. Self-confidence

Question 66

Media messages benefit an elite few rather than work towards a public good. T or F

Answer 66

T

Question 67

Pioneers of the Critical Media Scholarship, applying Marxist thought to the study of mass culture

Answer 67

The Frankfurt School

Question 68

1. Unquestioned assumptions about how the world works | 2. Taken for granted ways of thinking

Answer 68

Idealogy

Question 69

Politics, Law, art, education, media, security and religion are examples of

Answer 69

Superstructures

Question 70

Stuart Hall is heavily influenced by the works of (3)

Answer 70

The Frankfurt school Roland Barthes Michel Foucault

Question 71

Images, concepts and premises which provide the framework through which we represent, Interpret, understand and make sense of some aspect of social existence

Answer 71

Idealogy

Question 72

Corporate ownership of the media prevents free expression and participation. Stories of the ordinary are framed for them, therefore they have no presence in the media. T o F

Answer 72

T

Question 73

According to _ some people hold more discursive power than others

Answer 73

Michel Foucault

Question 74

Mass media communicate myths that shape perceptions of the world; instruments of social control.

Answer 74

Stuart Hall's Encoding/Decoding model

Question 75

The social and political contexts of media content production

Answer 75

Encoding

Question 76

The everyday life context of media content reception

Answer 76

Decoding

Question 77

They encode a dominant or preferred meaning into the text

Answer 77

Producers

Question 78

Audience interpretation (3)

Answer 78

1. Dominant 3. Negotiated 3. Oppositional

Question 79

1. Surveillance of the environment 2. The correlation of the parts of society in responding to the environment 3. The transmission of social heritage from one generation to the next 4. Entertainment

Answer 79

functions of media