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social identification
-both this and social distance make up the basis of the Third Person Effect - the portion of an individual's self concept derived from perceived membership in a relevant social group. ie. being a member of a group, club or community (study group, chess club, pool club). -third person effect-affects them more than us-but can be lessened if we identify with them-Ex: we are all media studies people, i am not going to think it affects us like it affects my aunt who knows nothing of media-identify with these people, don't think media effect is that strong on them -social id: we might identity with others-identify as media studies ppl that way media doesn't affect you as much as someone else because we are social media experts-but social distance they don't share knowledge we have together as being experts on the media
social distance of social identification
D: - (perceived) degree of similarity or dissimilarity between the respondent and the comparison group on critical (demographic) dimensions i. eg. Level of education, age, ethnicity, gender, religion, etc I: -think it will affect them more so opposite so allows us to understand the nuances of third person effect and understand the dynamic E: - image of the Muslim woman next to Victorias secret lingerie model-very different types of women
pseudo-individualization
D: - Adorno's concept that the media we are consuming are all the same (standardized) with slight differences to give us the illusion of choice (ie. Genres, guest performers, "Twists" in game shows). He argues that pseudo individualization doesn't make our media unique however because they are standardized in how they are different. -an individual mistakenly believes that in consuming popular music, he or she is experiencing a sense of individuality. Using the hypodermic-syringe model, the listener is consuming popular music unwillingly and unknowingly. "The necessary correlate of standardization is pseudo-individualization. By pseudo-individualization we mean endowing with the halo of free choice or on the open market on the bases of standardization itself" (Storey 2005: 79). I: - According to Adorno, the process of pseudo-individualization helps maintain a rather blind relationship between the mass audience and the music they listen to, as the culture industry is able to hide the reality that the music they are listening to has been deeply standardized, giving the audience an illusion of individuality. E: -Example: selena gomez "good for you" Within the song, there are sections that may sound under-produced such as the line "Trust me, I, trust me I" in order to create the illusion of a paradigm of authenticity in order to convince the listener that there is an idea of simplicity to both the song and the artist. This aesthetic will only increase the popularity of the artist and in turn reinforce the ability for the listener to identify with the music, as its true standardized nature will remain concealed/hidden/obscure. A$AP's rap in "good for you" might seem to be an improvisation that breaks the traditional structure or convention of the rest of the song which is mostly whispered or murmured by Selena, but it instead it conforms to both. Also, this improvisation towards the end of the song doesn't interrupt the harmonic structure but instead it is a calculated move on the part of the culture industry as by incorporating a famous rap artist without ruining Selena's squeaky-clean Disney image, the song will increase its popularity as well as appeal to an even larger audience with this seemingly diverse spin.
social comparison
D: - From social psychology · Process of comparing ourselves to others to figure out how we "rank" on appearance, attitudes, abilities, and beliefs I: E: -Keeping Up Appearances- BBC TV show a British sitcom created and written by Roy Clarke for the BBC, centred on the life of eccentric and snobbish middle class social climber Hyacinth Bucket, who insists that her surname is pronounced "Bouquet". The sitcom follows Hyacinth in her attempts to prove her social superiority and to gain standing with those she considers upper class; attempts that are constantly hampered by her decidedly lower-class extended family whom she desperately seeks to hide. Much of the humour comes from the culture clash between Hyacinth's vision of herself and the reality of her working class background, plus the farcical situations she finds herself in as she battles to protect her social credibility. Ex: picture of sophia loren (left) Jayn Manfield (right) 1957
supplementation
D: - Social function or propaganda- whats in the media can be reinforced in social organizations/relations. Comes from human interaction. Relevant to the 2 Step Flow. Understand that media may leverage human communication to influence. Ex. When politicians visit cities to meet people when they are campaigning -what in the media can be reinforced in social organizations/relations supplementation admin school early empiricircm-what in the media can be reinforced in social organization -related to propaganda-diff way that there is propaganda and maybe you go talk about it with friends after media-you supplement the media experience through friends/supplementatin was a precursor for two step flow-(lazerfield and katz) supplementation is a protoversion of two step flow- -supplementing what is happening in the media I: allows us to see what type of media can be more successful in disseminating information/or influencing people in social organizations/realtions the most effecting way in order to beenfit social organziations and improve social realtions-media used as a sort of diplomatic tool E: - meet ups/clubs WWII-office of war information propaganda-buy war bonds shadow over them-very very racist -concerted effort to use media for a certain effect-we can do it! Women roster-propaganda targeting specific aims-adjusting the way people think Ex. Walt Disney cartoons as propaganda-"education for death videoclip"-instill fear by teaching the Nazi way to children and by educating them when they are young, we can manipulate the people to think the way we want them to
transmission model:
D: - flow of communication between the sender and receiver-media-ordinary people · assumptions of transmission model: communication is initiated by the sender, effects are experienced by the receiver I: -Importance to study of mass media: producers message was decoded exactly the way it was encoded-message they are trying to get to you is the message they have in the head E: -sending a text. still propaganda today-governemet pubic affairs for certain gov, certain authoritarian regimes like korea use
war of the worlds broadcast
D: - the episode was an adaptation of H. G. Wells' novel The War of the Worlds (1898). It became famous for allegedly causing mass panic, although the reality of this mass panic is disputed as the program had relatively few listeners. Orson wells apologizing for his part in scare in the H.G. Wells broadcast of War of the Worlds; surprised by "profound effect on radio listeners" ● Context: Anxiety and Fear Amid Change ○ American Experience (PBS) war of the worlds: The Panic Broadcast I: -The radio broadcast that scared many americans. To the Frankfurt school, it confirmed a passive audience. For early empiricists in the Administrative School, it showed the power of media over a malleable audience. E:
standardization
D: -Adorno: all media that we consume (popular music) is standardized to make it a easier to produce in mass quantities and b. easier to consume due to familiar structure/ fulfillment of expectation. -adorno's concept: that in this case music has become tailored to fit the culture industry-all music has become the same, formulaic, pre-digested, the audience has already seen or heard it-following a successful formula that is predicatble 1. Definition: Adorno argues that popular music is a product of the standardizing effects of the culture industry (Storey, 65). A series of musical notes or chords that have been well received by the public, are replicated and used over and over by the music industry. "Once a musical and/or lyrical pattern has proved successful it is exploited to commercial exhaustion, culminating in 'the crystallization of standards' I: -"structural standardization aims at standard reactions" (adorno, "OPM",21) ○ Explicitly critiques the rationale that media simply give the consumer what s/he wants -■ FS argued that when you don't conform to the standard, you are forced to fit the mold ● Media economics and business practices today reinforce that logic ● Media companies need to try to get as many hits as possible (there's no guarantee of success), so they rely on standardization and formulas to feed what audience want, media industries serve up formulas and formats Formulas= big bang theory, friends Formats= survivor, Americas got talent E:
Aura
D: -Authority held by the unique, original work, which under modernity is liquidated by the techniques of mass reproduction (walter benjamin who is associated with the Frankfurt School) - an appearance of magical or supernatural force arising from its uniqueness -has disappeared in the modern age because art has become reproducible -connected to authenticity -machines diffuse and obfuscate human experience -a reproduced artwork is never fully present and if there is no original at all it is never fully present anywhere -benjamin thinks that after reproduction the original is depreciated, because it is no longer unique. -staring at an original work of art in a gallery I: -mass reproduction leads to a loss of aura and authenticity -machines dilute and obfuscate human experience -the masses contribute to loss of aura by seeking constantly to bring things closer E: -Mona Lisa all over postcards, posters etc. If you're standing looking at it at the Louvre there is aura. this is why original works of art are valued so high. -makes experiencing the real picture less exciting because we're exposed to the art in a "diluted" form on a regular basis
what missing the newspaper means
D: -Berelson Summer of 1945: 8 major newspapers go on strike roper agency and fact finders attempted to research why people missed the newspaper but all they get were "surface facts" didn't really know what "missing the newspaper" meant people missed the news but for what reason/function social acceptability bias: people answered in ways that were socially acceptable, that made them appear smart and interested in current events educational and informational aspects but people couldn't actually name any current events Berelson interviewed people about why they actually missed the paper I: -2. Importance to study of mass media: what missing the newspaper-uses and gratifications-no newspapers for 2 weeks studied how people responded-what needs did people have The uses of the newspaper -for information about and interpretation of public affairs: also interested in commentaries about current events that helped them shape their own opinions -as a tool for daily living: necessary to get through everyday life -for respite: tool for relaxation, an escape from the world, a distraction -for social prestige: reading newspaper makes them seem informed in social settings where they might have conversations about about public affairs -for social contact: guides of morality, indirect social contact with distinguished figures Desirability of reading-there is some evidence in our interviews to indicate that reading itself regardless of content is strongly and pleasurably motivated act in urban society. -act of reading is defined "worthwhile" and gives people a reason to stay busy/not alone/social regardless of the content of the reading matter Newspapers are cheap and accessible` the article notes typical uses of the modern newspaper-both rational and and non rational (provision of social contacts and indirectly social prestige). -reading has value per se in our society-newspaper shares as the most convenient supplier of reading matter -also newspaper is now missed because in today's society it serves as a non- "rational" source of security in disturbing world -reading the newspaper has become a ceremonial or ritualistic or near compulsive act for many people Notes from Jeopardy class discussion -spiral is strong media effect, passive audience, people will not voice their opinion, only majority opinion is there-so they have some sort of control not completely passive -media choice is given. mersia serve certain purposes such as I love PIE=uses and gratifications Wait a aminutem Lazarsfield. In your book personal influence with katz, did you just say that interpersonal relationships direct the traffic of media messages? oh, and do you know where I can find a Tupperware lady? Two step flow Mass media------------them me Third person effect diagram This is a strategy to mask standardization=pseudo-individualization Bernard Berelson loves to write about the newspaper. Peter christenson about music. And don't forget the pioneering woman Herta Herzog and her look at soaps on the radio-moderate effect Adorno and His FS school friends. oh and his frenenmies across the aisle Lasarfield, merton, and lasswell-strong effect, passive audience E:
Third-person effect:
D: -Definition Part 1: f. People tend to overestimate the influence that media messages will have on others. They believe messages will have a greater effect on others rather than themselves 3. Definition Part 2: I: -3. Example: PSAs b. A good example of efforts to combat third person effect: i. 1. They remind us that things can happen to us (we aren't invincible) ii. 2. Their use of emotion, graphic images, or humor attempt to overpower third person logic about PSA messages c. We might think media affects others more than us d. In general, there is a feeling that "bad things" won't happen to us- PSAs work to combat such third person effect thinking the media might not tell us what to think, but they certainly tell us what to think about "the whole world is watching": E:
tupperware ladies
D: -Defintion: have a tupperware lady who is knowledgeable about the product and sells them in social settings tupperware is creating an opinion leader I: - Disemminating her tupperwear-she is the media influencer and the people at the parties Two step flow: media-opinion leader-oridanry people -Importance to study of mass media: birth of consumerism-burst of affluence and influence-people selling their Tupperware from their homes E: -Example of opinion leader: that the mary kay lady is an opinion leader who gives information to regular people in order to sell a product-that media maker (in this case the mary kay brand or make up industry) informs the mary kay lady making her an opinion leader who then gives info to regular people. e the ordinary people - Example: mary kay, marilyn monroe hey are still around-mary kay ladies-pampered chef kind of deal-create opinion leaders to create products
priming
D: -The presentation of certain stimulus with a particular meaning "primes" (or stimulates) related concepts or thoughts- and, in certain cases, related actions -He found that if we prime individuals to be frustrated they are more likely to react violently- disproving catharsis theory I: -Importance to study of mass media allow us to explain the effect Priming is an important concept in media effects. As agenda setting brings out only the importance of the issue, priming offers explanation on how the information from the media are stored in the human mind and how it influences in making decisions. E: -if a person were to see a cartoon character play a trick that inflicts pain or injury on another character, without permanent consequences, it could make that person more likely to repeat the violent action in real life. government highlight issues concerning economic development ignoring environmental issues which are equally important. As the media covers the issue primed by the government, the people are influenced by the prominent news ignoring others as obscure.
s-curve of adoption
D: -The rate at which technology is adopted -idea at which technological innovations are adopted in society --rate at which technology is adopted-spread of ideas and technology-progress of society that adopting that innovation -time is on horizontal axis/adoption is on vertical axis-over time adoptions-relates to media - Way of explaining the diffusion of technology. Starts with innovators→ early adopters → early majority → late majority → laggards. Time is on the X axis and Market Share is on the Y axis. Important because it let's us map out the adoption of a technology. I: -curve related to-information diffusion, allows us to understand the spread of ideas and technology E: -iphone-adoption of the iPhone and then over time everyone start using (our grandmas) the scurve technology being used by a small amount of people and then larger -Example: adoption of the iphone is a sharp curve because it was adopted quickly.
education for death
D: -Walt Disney produced propaganda about Nazis and Hitler -Equate Nazi education as leading to death I: -show propaganda at work and how it can influence and spread certain messages to a malleable audience -Frankfurt School concerned about manipulation -Media shapes our notion about the world E: -North Korea in The Interview
horizontal integration
D: -absorption within sectors, purchase of companies in the same industry -strategy of reducing cost and increasing market share I: -FS would be concerned about a company controlling a whole industry monopolization -how different mediums of media can be controlled by one-so like different branches of media all falling under one meaning that these mediums aren't independent as they may seem? Could lead to monopolies which would mean more media is controlled by less people/companies E: -NBC absorbs E and Telemundo
empiricism
D: -admin school, view that all concepts originate in experience, all rationale beliefs are only justifiable through experience -systematic and objective investigation using experimentation or observation to test a hypothesis I: -assumes order and structure in a world that can be observed and made quantifiable -research might only benefit some at the expense of others -aims for objectivity, control over extraneous factors -conclusions are verifiable, repeatable, capable of disproval -is a reaction against speculative critical theory E: -admin school predicated on this belief - vs. frankfurt school
preventive innovation
D: -adopt now to avoid (potential) loss of desired value in the future, usually follow a slower rate of adoption *counterpart to incremental innovation I: -why it takes longer for certain ideas to be adopted -information diffusion E: -seat belt, smoke, alarm, contraceptive. slower to adopt bc value isn't immediate
incremental innovation
D: -adopt now to gain a possible increase in a desired value in the future -adopt now to gain value in future, adopted really quickly *counterpart to preventative innovation I: -provide added value -allows us to distinguish why some innovations are adopted more quickly through media -why certain media is adopted more quickly, helps us to be able to distinguish innovation E: -fashion-trends (people are more likely to go out and buy a new pair of jeans instead of a smoke alarm...innovation is adopted more quickly) -software, iphone
passive audience
D: -audience doesn't actively engage in critical thought surrouding the media. don't have choices -1920s-30s an audience that doesn't question, just digests the material presented in front of them, not actively involved in making choices about the media presented in front of them I: adorno (FS) argues that as music has become standardized and with pseudo-individualization, now the audience has become more passive as they have already "predigested" music while it is presented as original and different, instead they are just listening to the same kind of inauthentic music E: magic bullet-in this model audience is passive
justified/unjustified violent
D: -berkowitz's conclusion after viewing violence in media under certain circumstances and for a short period of time there's an increased chance that viewers will have hostile thoughts that will color their interpretation of others -believe other forms of aggression are justified and will bring benefits-justified violence -be more aggressively inclined -justified is when a good guy beats up a bad guy, unjustified is when a bad guy beats up a good guy. each of these have different impacts on the test subjects I: -will consuming more violent media affect an individual? allows us to understand the impact media violence has on an individual's behavior E: -justified violence, media could psychologically justify violence in our mind - some states have death penalty whereas others not
imitation
D: -direct copying of specific acts witnessed -Bandura famous for the Bobo experiments -Bandura video clip social learning theory that we can be influenced as to how we learn- we identify with other people/ we develop empathy -relates mostly to young viewers: "copy cat behavior" I: -imitation plays an important role int he study of violent media effects E: -bobo dolls. Bandura designed the Bobo Doll Experiment to try and prove that children would copy an adult role model's behavior, he wanted to show, by using aggressive and non-aggressive actors, that a child would tend to imitate and learn from the behavior of a trusted adult. -the bobo doll is an inflatable toy about 5 feet tall designed to spring back upright when knocked over. Children were chosen as subjects for the study, because they have less social conditioning, they have also had less instruction and teaching of the rules of society than adult subjects. -more likely to behave violently if they viewed a violent action
catharsis
D: -emotional release -aggression can be discharged, harmlessly released by watching violent scenes- opposite of berkowitz -when you watch something violent, a big release of tension- early explanation of media violence- we can release our tension I: -one of the hypothesis that explains the relationship between media violence and its consequences -explains how media influences our moods E: -play a violent video game and feel a release of anger, aggression
authenticity
D: -goes hand in hand with aura, mass reproduction leads to loss of authenticity -originality/genuineity - something being authentic -original work, not reproduced, degraded, or altered in any way in comparison to the artist's original work, the Frankfurt School promoted authentic work. Listening to music on the radio is not authentic -the lack of authenticity leads to a lack of aura I: -understand that we aren't consuming unique authentic content when it's largely produced -adorno on popular music- as music has become standardized, lost its authenticity/ its original value E: -Mona Lisa -Adorno would argue that classical music is more authentic than a modern pop song
media frames
D: -how the media can manipulate our viewpoint by only showing us certain part of a picture/situation. it cuts off our covers part of our reality. -audience isn't passive but they dont' have full control -"the whole world is watching" framing way in which important topics are created in the media. framing of student movement started positive but then violent factions media framed it in a negative way to disparage it as gitlin said led it to its demise -framing is like a picture frame, important topics but media frame it and might limit the way, influence our decisions I: -strong effect makes audience passive -how the media can manipulate our viewpoint E: -cropped (framed) pic of a woman yelling seems aggressive or violent but then when you see the whole picture you see she is at a protest and it doesn't have the same meaning when framed -louis vuiton ad is glamorous, cut out homeless man- framing out part of that reality
innovation
D: -innovation is about change. -media products and services are changing. -the processes of production and distribution of media are changing -the ownership and financing of media are changing -the roles of users are changing -our ideas of media are changing I: -media innovation can include change in several aspects of the media landscape- from the development of new media platforms to new business models to new ways of producing media texts E: -new social media platforms (FB and twitter) are all innovations in the media world and they keep increasing - in fact innovation in media is wanted, kind of demanded by the consumer audience
high production costs and low reproduction costs
D: -it costs a lot to produce media, but very cheap to reproduce, make production costs cheaper-formulas and formats come in I: -especially now that there is digital media we can lower production costs and increase reproduction costs -leads to audience maximization E: -vertical integration- absorption of a sector of a company at different stages into another company- would be a way to deal with that
false consciousness
D: -living in a false reality, duped by culture industries -frankfurt school -false sense of choice -aren't aware of our situations in a capitalist society. I: -frankfurt school says we are not aware of capitalist structures even though we all know we are -false consciousness was a main critique of Frankfurt School -more specifically, people criticized that the FS claimed that their findings applied to the whole population, not taking into account difference in social relations/subordinate classes/cultural differences/ etc. "total encapsulation of population" -wizard of oz - frankfurt school says we don't know what's behind the curtain (reality is behind the curtain and they want us to pull that curtain open) E: -commodity fetishism - we forget the actual use but maybe personify it-things like the geico for insurance company - that animal starts to personify the product, we make decisions based on our affinity-false consciousness of what the product is just fetishizing/ personifying these products.
pluralistic ignorance
D: -mistaken impression about how other people think and feel about issues -causes us to operate in a false social world -A mistaken impression of how other people think and feel on various issues -As a result, individuals may operate in a false world -Can be a matter of perceiving majority opinion as the minority opinion, or vice versa I: Psychological explanation: individual isn't processing info correctly due to cognitive shortcomings or personal bias. Social explanation: Problems in visibility/prominence of issues of structural biases - Two Explanations for Pluralistic Ignorance: · A. Psychological o individual is not processing information · B. Social o Problems in visibility/prominence of issues or structural biases E: -Better off Ted-people operted under the idea that the project ted was talking about actually existed but instead it didnt and no one wanted to be the ones to speak against it becuase they didnt want to seem to be the minority not knowing about it (spiral of silence comes in)
status conferral
D: -notion that press coverage singles out and confers importance upon the person or group covered (administrative school). You can use the media to confer status upon somebody. Changes effects because it means that you can change things for specific effects. Marilyn monroe talking about toothpaste -legitimize status to certain indviduals, ideas,etc I: -status associated with someone giving the message would give more salience to that message status conferral-lazersfield and merton-legitimization/experts in the media-certain status conferred on these individuals-could be marly monro advertising toothpaste, an expert-a status that is conferred on certain experts-propagada model which makes the media even more powerful E: - president opbama deliviering a message that message would reign supreme if regular old joe said the same thin -marilyn onore advertising toothpaste-take ads with her more seriously because she is an expert
opinion leaders
D: -opinion leaders pay close attention to the media and receive info and pass interpretations and media content to those with whom they have contact I: - * they are step 1 in 2 step flow role of opinion leaders in two-step flow examples, limitations of the flow (flow from opinion leaders might not be all of the time, maybe only when followers need advice and see inconsistency -assumption that followers don't receive messages might not always be the case -but still relevant today as some business models and strategies rely on two step logic as well as social media platforms like twitter, yelp E: -tupperware lady example, example of opinion leader because she's an artificial opinion leader - expert on the product, able to connect with friends -businesses use opinion leaders to better reach consumers
consonance
D: -pack journalism - journalists confirm each others opinions, get info from the same sources, uniformity of news -concurring assumptions about public's taste in news stories -reports share a surprisingly similar perspective on any given issue: aka "pack journalism" / I: -explanation of why dominant voice might be louder -helps understand the spiral of silence because it makes majority voice stronger -shows how the majority voice gets louder, reinforcement of what they are doing -tendency of journalists to confirm their own opinion, prove their own interpretations, confirm the accuracy of their predictions, dependence on common sources -journalistic practices are responsible for consonance -reciprocal influence among various media, individual journalists strict for acceptance from peers and superiors, uniformity of views stemming from demographic and attitudinal similarities among journalists -journalists are going to the same schools, using the same methodologies, commonalities unite them E: -journalistic practices being similar -snowden case - majority of audience claimed he was a terrorist, those who thought otherwise didn't speak up out of fear for being different
project revere
D: -research done at U of W -funded by US airforce -dropped leaflets of info over washington to see hwo info diffused - research conductred at UW 1951, funded by airforce, 100 info diffisusion studies in 1952, 2800 in 1978 --information diffusion UW 1951-leafletting-mesage delivery of airborne messaged-dropping leaflets-collaboraiton between academic in the military when they dumped these leaflets on these small towns-information diffusion ways in which messages and context are spread through the social ssyem-ways in which information is diffused through the social system I: -information diffusion -Importance to study of mass media: At the height of the Cold War, in those years just after World War II and prior to the Korean War, the United States Air Force joined with academia to predict the reliability of the diffusion of a test message dropped from the air. Project Revere was established to test the distribution and effects of airborne messages and to discover formulas that would guarantee a high probability of maximum diffusion and compliance with leaflet instructions in future conflicts and wars. The name for the project was meant to remind the public of Revere's historic ride and the spreading of his message in a time of national emergency. It was selected because American citizens would recognize the patriotic importance of the project and be more motivated to take part in the project, which required the filling out of the leaflets, and interviews. They would be less motivated if it was considered just a mere scientific experiment. Because of the Korean War, it has sometimes been surmised that this experiment was to produce better propaganda leaflets for use against North Korea. In fact, it was meant to produce better propaganda leaflets for any friend or enemy in peace or wartime. E: -how effective leafletting was-falls into a house talks to their neighbor who then talks to friend on phone-information diffusion is a network to how messages pass through-was an advancement over two step flow because took in social perceptions and contacts into account
personal influence
D: -study done in small town in Illinois bc it was generalizable and "Average american town" lazarsfeld reading -documentary about the book formalized concept of two step flow. spread of fashion in various media through the opinion leaders I: -reminded us of the importance of social connections in the spread of media messages -messages from the media may be further mediated by informal opinion leaders who intercept, interpret and diffuse what they see and hear to the personal networks in which they are embedded -set the stage for all subsequent studies of the interaction of mass media and interpersonal influence in the making of everyday decisions in public affairs, fashion, movie going and consumer behavior -shows the influence of opinion leaders in disseminating info in the two step flow E:
canalization
D: -term comes from propaganda -can serve important social ends -don't alter core values/attitudes, -changes behavior/choice (lazarsfeld) I: - helps to understand media isn't passive but active, --contradicts magic bullet -channeling people to change behaviors E: -brushing your teeth would be a common social practice but where canalization comes in directing you to use colgate, can change that you should use a colgate toothbrush not brush your teeth. -toothpaste, won't change feelings about brushing teeth, but influence which toothpaste someone buys
I <3 PIE
D: -the 4 key uses and gratifications of media -assumes audience is active and media use is goal oriented, people link media consumption with needs -media compete with other sources for need satisfaction -people are self aware of their needs and choices -value judgements of the audience's choices should be avoided -Information: -Personal Identity: -Integration +Social Interaction: -Entertainment I: -Information: coverage of relevant events, advice on practical matters, satisfies curiosity, learning, gain security through knowledge -Personal Identity: discover, reinforce personal values, seek models of behavior, identify with (specific) others -Integration + Social Interaction: Social empathy, identify with others, conversation topics, connect with family and friends, substitutes for real life friends -Entertainment: Escape, diversion, relaxation, cultural or aesthetic enjoyment, (filling (killing) time, emotional release, sexual arousal E: -fits uses and gratifications model -listening to music to get over a breakup
social context models
D: -the flow of media information and content within their social context -Takes social connections and perceptions into account. I: -humans are social and look to their social contacts for info, sometimes comes from mass media -. Important because humans are social beings with personal connections and allegiances and they often look to their social contacts for information and advice since they trust their knowledge and opinion. Sometimes these trusted contacts come from mass media. E: -two step flow, third person effect, spiral of silence all examples of social context models
spiral of silence
D: -the more a dominant version of opinion consensus is disseminated, the more likely that contrary individual voices will be silenced. Depends of consonance, ubiquity, and cumulation of the opinion. It is a powerful media effect. - Examines media content for biases -Public opinion pollster in Germany (1970s) 3. Underlying Belief: People have natural fear of isolation or ostracism, so they try to identify and follow majority opinion 4. Main source of info about the current "climate of opinion": media 5. Argument: the more a dominant version of opinion consensus is disseminated, the more that contrary individual voices will remain silent 6. Concerns itself with social perception and claims POWERFUL MEDIA EFFECT - Examines media content for biases I: -Depends on two additional factors / assumptions: i. Issue covered must be controversial with a moral component ii. Psychological component in process: individuals are aware of and assess opinion trends b. Depends on: i. 1. Ubiquity (media are everywhere) ii. 2. Cumulation (news items replayed across various media channels/outlets) iii. 3. Consonance (those reports share a surprisingly similar perspective on any given issue; aka "pack journalism"/Larry Sabato) 1. Concurring assumptions about public's taste in news stories 2. Tendency of journalists to confirm their own opinion, prove their own interpretations, confirm the accuracy of their predictions 3. Dependence on common sources 4. Reciprocal influence among various media 5. Individual journalists strive for acceptance from peers and superiors 6. Uniformity of views stemming from demographic and attitudinal similarities amount journalists as dominant voice in media appears to get louder, divergent opinion gets quieter E: -Snowden Case c. Popular thinking: social media allow a free space with minimal constraints on opinion expression over controversial topics d. Does this thinking about social media hold up for the Snowden Case? e. Findings supported the spiral of silence in a social network space* i. 1) People less willing to discuss the Snowden story in social media than in person ii. 2) social media did not provide an alternative discussion platform for those who were not willing to discuss the Snowden story iii. 3) In personal and online settings, people were more willing to share their views if they thought the audience agreed with them iv. 4) FB and Twitter users: less likely to share their opinions in many face to face settings. This was especially true if they did not feel that their FB friends or Twitter followers agreed with them another example: Better of Ted another example: Mean girls
interpersonal message diffusion
D: -the process by which innovations spread to the members of a social system over time -messages get spread further when talked about between individuals -getting message talked about and further spread and reinforced Stages: 1. invention of idea 2. diffusion through a social system 3. time 4. consequences I: --media and interpersonal contact provide info and influence public opinion and judgement E: -information diffusion wartime origins WWI - US dropped 3 million leaflets, began as a way of testing message delivery
mainstream mass culture
D: -the process of creating a commonality of outlooks and values in viewers across society, especially heavy viewers -common view of the world sees a commonality between others and the social world, especially the heavy viewers -we are all isolated in some way but the reality that is shaped through common consumption of media creates a commonality in world views I: -creates a commonality, links us, we're not as isolated as we think -relevant today bc ads can target lowest common denominator -reach a larger audience E: -watching a mainstream tv show like the kardashians, then you can talk about it with your friends and share common outlooks as both are engaged in consuming same type of media
propaganda
D: -using media for a particular manipulative end -media with strong political message with the aim of swaying/influencing consumer I: - Manipulation-have one stance on a particular topic or issue and try to use a solitary voice to influence others' thoughts-propaganda can influence and shape public opinion -monopolization, canalization, supplementation E: -education for death: disney about nazi education - Nazis using propaganda in the video clip manipulating the children at a young age to think the Nazi way by reprimanding the kid putting him in time out
Social Distance
D: -we think it will affect them more so opposite so allows us to understand the nuances of third person effect and understand the dynamic -social distance that we perceive with others/third person effect and spiral of silence I: E:
cognitive dissonance
D: -when we receive info that doesn't match our beliefs, knowledge, we try to decrease discrepancy and create consistency -when an individual confronts new events or info inconsistent with his or her existing cognition, a state of dissonance occurs -psychological tension to explain what we do- mental discomfort when there is a conflict of ideas -since dissonance may lead to psychological discomfort, individuals are pressured toward reducing or eliminating dissonance to achieve consonance -clearly the cognitive dissonance theory is premised on people's lack of tolerance of inconsistency -psychological conflict from holding two or more incompatible beliefs simultaneously I: -it is a way to try and rationalize or explain why we do a certain phenomenon, why we use drugs or smoking even though it's bad for us - it's a conflict within our minds what we know we should be doing but then in reality what we choose to do -an effective outcome of dissonance reduction strategies (eg changing behaviors and environment etc.) is selective exposure to info that supports existing cognitions -when conflicting info becomes unavoidable, people tend to activate certain psychological processes to reduce or eliminate the state of dissonance -it helps explain selective interpretation E: -spending money on a movie you don't really like but convincing yourself it was good -smoking we know it's bad for us but we still do it
leisure as work
D: -when you're doing leisure, you're actully still working bc you're taking in advertisements to buy more things -fetishizing of the product -supporting consumption -the paradise offered by the culture industry is the same old drudgery -frankfurt school. we are put to work by either product placements and reinforces capitalist system, makes us desire certain things - reinforces this desire for wanting these consumer goods - media industries are based on this revenue -even when we think we are leisurely enjoying media, we are always working bc of constant ads I: adds to the idea that we are consuming even though we don't even know it E: -hallmark project runway example with all of the cards where they have to use those materials to make their clothes, even though we think its about the competition, hallmark is benefiting bc it concentrates a lot on showcasing these cards and unconsciously causes to want to buy a card-way to sell hallmark to us even though we are watching show for leisure
goal oriented media use
D: -you use media with a particular goal in mind -assumption behind uses and gratifications model for understanding media usage -use media bc it fulfills a certain need (i love PIE) -assumes we consume media for a reason, implies an active audience I: -uses and gratifications model E: -use use media to get informed before going into a business meeting
hierarchy of needs
D: 1. physiological: breathing, food, water, sex, sleep, homeostasis, excretion 2. Safety: security of body, employment, resources, morality, family, health, property 3. Love/belonging: friendship, family, sexual intimacy 4. Esteem: self esteem, confidence, achievement, respect of others, respect by others 5. self actualization: morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts -humans have different levels of needs (uses and gratifications) beginnging with our most fundamental (physiological) and peaking with self-actualization I: -unlike frankfurt school that is concerned with passive audience, the uses and gratifications did hierarchy of needs shows there are various needs and media fits those needs E: -allows us to understand media serves certain purposes to fill certain needs - the hierarchy shows us various needs we have as humans as we media people can understand the needs it can fill-in terms of safety so we can buy money to buy food we might look for a website to find/apply to jobs
narcotizing dysfunction
D: we have knowledge but might do nothing (it's out fault) -social function of the media -empirical approach I: -lazarfield and merton about propaganda- maybe you know about certain important issues but will do nothing about it E: -being aware of a protest that is going on (black lives matter) and that it's being broadcasted everywhere but you don't care about participating you choose not to do anything about it -aware that gov is taking our info but click google agreement anyway
active audience
D: -individual differences -various social group affiliations -social relationships tied to media use and effects -actively involved in making sense of messages from the media -1940s-1980s audience that is engaged in making a choice, criticizing, using the media to satisfy their needs I: -Adorno called for an active audience in the culture industry - to have an audience to realize that the music we've been listening to is all standardized and unoriginal E: -kind of audience involved with uses and gratifications model
limited effects
D: we are an active audience, effects of media are limited, power of media is limited because there is agency -use media for certain purposes I: -allows one to understand how an audience - we can limit the power of media by making our own choices E: -being able to decipher on our own what an ad is trying to communicate or what a television show is trying to convey, we dont' have to be passive and just in the information we can switch channels, we can choose to look at an ad or disregard it - uses and gratifications model
stalagmites/stalactites
D;Stalactites: repeated media representations over time. Stalagmites: social reality is perceived the same as media representations over time, especially with heavy users. * see diagram look at cultivation lecture I: E:
magic bullet
d: -conceived in moment of "mass media" and propaganda - we get hit with the media and it's what we believe -powerful media effect -messages to powerful to resist -passive audience, no individual differences ** also called hyperdermic needle i: -assumes a passive audience with no individual differences -used in propaganda -here you can see how the audience remains passive unlike with uses and gratifications, so emphasizes how the media can have a totalizing effect, rendering the audience powerless and passive e: -fake radio war. war of the worlds broadcast, people were hearing that aliens were landing on earth and through this radio program they immediately believed it
