Unit-3 Flashcards
(36 cards)
What does Cultivation Theory suggest?
Repeated exposure to media influences beliefs about the real world over time
Originated by George Gerbner in the 1960s, focusing initially on television violence.
What phenomenon describes the fear of crime due to heavy television viewing?
Mean world syndrome
Heavy viewers believe that crime and victimization are more extensive than they are.
Who introduced Agenda Setting Theory?
Maxwell McCombs and Donald Shaw in 1972
The theory indicates that media influences what issues the public considers important.
What is first-level agenda-setting?
Determines which topics dominate the public agenda
Focuses on issue salience or prominence in the media.
What is second-level agenda-setting?
Framing
It shapes the context of issues, influencing public attitudes.
What does the Uses and Gratifications Theory propose?
Media consumers actively choose media to fulfill specific needs and desires
Developed in the 1970s by Elihu Katz, Jay G. Blumler, and Michael Gurevitch.
What are the four needs identified by Uses and Gratifications Theory?
- Information needs
- Integrative needs
- Affective needs
- Escapist needs
These categories explain how individuals engage with media content.
What does the Dominant Paradigm emphasize?
Mechanical emulation of Western ideas of development
It considers mass media a strong agent in socio-economic change.
Who is Daniel Lerner and what did he contribute to communication theory?
A prominent figure of the modernization paradigm; proposed media exposure as a change agent for development
His book ‘The Passing of the Traditional Society’ discusses urbanization and media’s role.
What did Wilbur Schramm term mass media in his work?
Magic multipliers
He viewed mass media as agents of social change that inform, educate, and persuade.
What is the definition of Diffusion in the context of Diffusion of Innovations theory?
The process by which an innovation is communicated through certain channels over time among the members of a social system
Developed by Everett Rogers in 1962.
What are the five categories of innovation-adoption?
- Innovators
- Early adopters
- Early Majority
- Late Majority
- Laggards
These categories describe how different people adopt innovations.
What is the first step in the diffusion process?
Knowledge
Individuals become aware of an innovation through communication channels.
What does the Social Responsibility Theory emphasize?
Media have obligations to society and should operate as a public trust
It balances freedom with responsibility.
What is the Authoritarian theory of media?
Describes media as servants of the state, controlled by a ruling elite
Media must align with government expectations or face censorship.
What is the Libertarian theory’s view on media?
Opposes authoritarian control, advocating for free expression and access to information
Believes that knowledge empowers individuals.
What does the term ‘framing’ refer to in second-level agenda-setting?
The media’s ability to shape the context in which an issue is presented
Influences how the public evaluates the issue.
What are affective needs in media consumption?
Needs related to emotional and aesthetic fulfillment
Drive individuals to choose media that evokes emotions.
What are escapist needs in media consumption?
The desire to escape from the stresses or challenges of daily life
Involves engaging with media for temporary mental relief.
What is the responsibility theory in media?
The media have obligations to society and media ownership is a public trust
This theory emphasizes the balance between media freedom and accountability to the public.
What are the key obligations of news media according to responsibility theory?
Truthful, accurate, fair, and relevant reporting
These obligations ensure that the media serves the public interest effectively.
How should media operate according to responsibility theory?
Media should be free but self-regulated
Self-regulation helps maintain ethical standards without excessive governmental interference.
What might be necessary under some circumstances regarding media regulation?
Government intervention to safeguard the public interest
This intervention is considered when media freedom threatens societal safety.
What does public service broadcasting emphasize?
Necessary regulation to operate socially responsible checks and balances upon freedoms
This approach seeks to protect vulnerable groups from harmful media content.
