Media Quiz 1

minimal-effects theory

media effects are indirect and merely reinforce an individual's existing attitudes and beliefs rather than changing them

Media vs. Medium

media: general term for all communication technology medium: a specific type of mode of media

convergence

(n) the state of separate elements joining or coming together

global village

Marshall McLuhan's Global Village Theory -a prediction of the Internet and the digital age -a return to a community or tribal village experience

vertical integration

Practice where a single entity controls the entire process of a product, from the raw materials to distribution

mass media

cultural industries that produce, distribute and circulate the different mediums

pseudo event vs. special event

ex. red bull

cultivation theory

heavy television viewing lead s individuals to perceive reality that are consistent with the portrayals they see on television

third person effect

people believe others are more affected by media messages than they are themselves

social learning theory

people learn by observing and modeling the attitudes and behavior of others. there is a link between the mass media and behavior

uses and gratifications theory

people use media to satisfy their needs. This theory places more focus on the audience instead of the actual message itself by asking, "what do people do with media" rather than "what does media do to people?"

symbolic annihilation

the absence of representation, underrepresentation, or trivialization of some groups of people in the media, often based on their race, sex, sexual orientation, or socioeconomic status. Absence in the media can erase groups and individuals from public consciousness

agenda-setting theory

the endue determine the major topics of discussion for individuals and society. the media can't tell us what to think, but it can tell us what to think about Hegemony

hypodermic needle theory

the media has a direct immediate and powerful effect on audiences. the direct flow of information is from the sender to a passive audience, which is immediately influenced by the message

semiotics

the study of social and cultural meanings of signs/symbols through the analysis of signifiers (physical form) and the signified (the meaning)