Mass Comm Theory exam 2

stuart hall sees media as _____ where various forces struggle to shape popular notions about social reality

a public forum

research that examines audiences to interpret consumer attitudes and behaviors; the use of empirical research to guide practical administrative decisions

administrative research

horace newcomb argues that

audience members' interpretations of media content are quite diverse

inni's idea that communication technology makes centralization of power inevitable

bias of communication

the idea that the simple viewing of televised violence can reduce our aggressive drive is called

catharsis

theory that examines the mass communication processes as composed of interrelated parts that work together to meet some goal

communications systems theory

mcluhan branded television a ____ medium because it presented us with vague, shadowy images, and we had to do the work of filling in meaning.

cool

one of the key differences between cultural analysis and critical cultural studies is that

critical cultural studies is often directly linked to social movements

culture is the site of social struggle and a place where change occurs

culturalist view (of culture)

the idea that habitual consumption of mediated violence will mitigate or reduce anxious arousal in response to depictions of violence

desensitization

the view of learning form of media that specifies different intellectual and communicate stages in a child's life that influences the nature of media interaction and impact

developmental perspective

aggressive behavior related to the observation of rewarded media violence is an example of

disinhibitory effects

according to functionalists, practices that are disruptive to the group, society, or system are

dysfunctional

in lazarsfeld's voter research, people who decided on one candidate and stayed with that choice throughout the campaign were called

early deciders

stuart hall views mass media in western, pluralistic democracies as a "public forum" in which

elites and counterelites struggle to define the social world

a 1964 book by marshall mcluhan, a pioneering study in media theory

extensions of man

mcluhan said that media were _____ because they literally extend our _____. be referred to as the "self-rightening principle," was propounded by:

extensions of man/senses

the yale group attitude change research

found that attitude change was a complex process

theoretical approach that conceives of social systems as living organisms whose various parts work, or function, together to maintain essential processes

functionalism

in two-step flow, people who screen media messages and pass on those messages and help others share their views

gatekeepers

a recently developed theory of media violence effects tries to integrate several mini-theories of aggression. this theory is

general aggression model

highly ambitious macroscopic, speculative theories that attempt to understand and predict important trends in culture and society

grand social theories

highly ambitious, macroscopic, speculative theories that attempt to understand and predict important trends in society are called

grand social theories

research indicates that regularly viewing of television portrayals of highly attractive persons can lead to

greater dissatisfaction with one's body

culture imposed from above or outside that serves the interests of those in power is called _____ culture

hegemonic

culture imposed from above or outside that serves the interest of those in dominant social positions

hegemonic culture

it is likely that regular viewing of advertising by children will

increase preference for high-calory and low-nutrient foods

individuals' different psychological makeups that cause media influence to vary from person to person

individual differences

the lazarsfeld approach to theory construction, because it assumed that research should begin with empirical observation, is said to be

inductive

research on persuasion has

influenced media research to focus on effects

a simple summary of the limited-effects findings on the effects of tv violence is the viewing of violent programming normally

influences some types of children under certain circumstances

critical researchers have argued that media encourage girls to objectify themselves. this means that they

internalize an observer's perspective as a primary view of their physical selves

using imitation to argue significant media effects is doomed to failure because

its serious occurrences are relatively few

the person most associated with the development of social cognitive theory is

joseph klapper

world war 2 provided the impetus for hovland's attitude change research because the success of nazi propaganda challenged american notions of libertarianism, many "subjects" were conveniently assembled in the military, and

large numbers of men and women from many different walks of life had to be persuaded to work and fight together

unintended and observed consequences of media use

manifest functions

theory arguing that the hierarchical class system is at the root of all social problems and must be ended by a revolution of the proletariat

marxist theory

compared to previous forms of social research, the empirical research advocated by lazarsfeld and hovland was

more highly structured and more expensive

theory that as news about an issue inundates people, they become apathetic to it, substituting knowing about that issue for action on it

narcotizing dysfunction

inhibitory effects are likely to occur when

observer sees the negative consequences of some observed behavior

in two-step flow, those who pass on information to opinion followers

opinion leaders

according to the people's choice, the most powerful source of information about candidates were

other people

theory that media are rarely the sole cause of effects are are relatively powerless when compared with other social factors

phenomenistic theory

focus on social elites' use of economic power to exploit media institutions

political economy theory

harold inns argued that as communication media become more powerful and more effectively span time and space

political power will become more enlarged and centralized

when they began their research in the 1940s, lazarsfeld and hovland were determined to use empirical methods in order to

preserve and defend democracy from totalitarianism

the critical culture studies perspective argues that social elites work to maintain the status quo by

propagating a hegemonic culture

method of investigating and treating personal disorders and is used in psychotherapy

psychoanalytic theory

cultural analysis researchers and critical, cultural studies scholars favor

qualitative research methods

according to clappers phenoministic theory, if the media have any effect at all, it is

reinforcement

when the yale group studied the power of "counternorm communications," they found that committed, highly involved group members (such as fans of a sports team) are

resistant t messages that other groups are superior

the view of the media that sees them as central to the construction and maintenance of the culture, something of a forum where we negotiate our shared meanings, is the _____ perspective

ritual

view of mass communications as merely the process of transmitting messages from a distance for the purpose of control

ritual perspective

the frankfurt school was known for its

savage criticism of mass media as a vehicular for higher forms of culture

exposure (attention), retention, and perception; psychological processes designed to reduce dissonance

selective processes

early communication theories of media effects were based on

simple, linear models with no feedback

elite control over the superstructure through repressive and ideological state apparatuses

structuralist view (of culture)

media serve as powerful best friends in sometimes making risky behaviors seem like normative behavior

superpeer theory

mass entertainment theory argues that

tc entertainment has several useful prosocial effects

a person who believes that all social, political, economic, and cultural change is inevitably based on the development and diffusion of technology

technological determinist

harold innis' idea the communication technology makes the centralization of power inevitable is called

the bias of communication

culture can be defined as

the learned behavior of a given social group

wilbur schramm and his stanford colleagues studied what happened when television was introduced into communities they recommended that parents

understand that tv had functionally replaced radio and comic books

viewers learn novel responses through simple observation of those responses. whether the response is inhibited or disinhibited however, is a function of the

valence of the vicarious reinforcement

functional analysis was appealing to merton and his followers because of its

value neutrality

big bird on sesame street is given a prize because he was able to count to ten. this is an example of an effort to teach children to count by using

vicarious reinforcement

reinforcement that is observed rather than directly experienced

vicarious reinforcement