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)
