CMN 140 Midterm 1

Evaluation

judging the value of an element; the judgment is made by comparing a message element to some standard

Can a single person be a member of more than one audience niche?

like, ya, duhh

deduction

using general principles to explain particulars A well-known syllogism is: 1. All men are mortal (general principle). 2. Socrates is a man (particular observation). 3. Therefore, Socrates is mortal (conclusion reached through logical reasoning).

What are the 8 stages in the Development of Media Literacy

*See figure 2.2 on page 30 1. Acquiring fundamentals - occurs in the first year of life 2. Language acquisition - occurs during years 2 & 3 3. Narrative acquisition - happens during years 3-5 4. Developing skepticism stage - occurs from ages 5-9 5. Intensive development stage - shortly after ages 5-9 (many ppl. Stay in this stage he rest of their lives bc this stage is fully functional 6. Experiential exploring stage - ppl feel that their media exposure has been very narrow & they seek exposure to a much wider range of messages 7. Critical appreciation stage - ppl see themselves as connoisseurs of the media →they seek better messages that offer greater appeal along the 4 dimensions (cognitive, emotional, aesthetic, and moral) 8. Social responsibility - characterized by ppl having critical appreciation of all kinds of media messages → The perspective here is external (Doesn't just consider what is best from their individual point of view, but also what is best for others)

Why was the idea of mass audience rejected? When did this happen? What evidence was there to suggest that it was time to give up on the concept?

- 1950's (1953) Friedson was the first to criticize the assumption of the audience as a "mass" was incorrect → argued that people attend movies, listen to the radio, watch TV within an interpersonal context - Today, the term mass communication is still used, but there is no evidence to support the belief in a mass audience

The book re-examines the case for special treatment of children. What are the three major notions that do not fit into the original set of claims? Like children, many adolescents and adults are subject to significant deficiencies in maturation and experience.

- Adults continue to experience cognitive changes throughout their lives - Many adolescents and adults have the same experience over and over - People with low natural abilities are less able to protect themselves from potential harm from media exposures

What characterizes the penetration stage

- Characterized by the public's growing acceptance of that medium, based on the medium's ability to satisfy existing needs or to create new needs among many members of the public - As the medium grows, it is shaped by the public's need and desire for the medium, additional innovations that change the appeal of other competing media, political and regulatory constraints, and the economic demands of the private enterprises that own and operate the mass media

What are the primary characteristics of the computer industry? What stage of development it is in? What are the three categories of this industry?

1. Businesses that have been primarily the developers of hardware and software that they have sold to relatively large audiences 2. Conglomerates that have acquired many media companies over the years and now market messages across many different channels (EX: Walt Disney, Time Warner) 3. Companies that provide internet-based services - Computer medium is moving into dominance

What are the three forms of emotional abilities that adolescents vary on? How do they affect media information processing?

1. Conceptual differentiation - refers to how people group and classify things 2. Emotional Intelligence - the ability to understand and control our emotions 3. Tolerance for Ambiguity - low tolerance for ambiguity means that we will likely ignore those messages that do not meet our expectations (a high tolerance means that the initial confusion does not stop us) *Non-Impulsiveness - consider things from many perspectives, take a long time, are reflective or non impulsive → there is typically a tradeoff between speed and accuracy

Consider patterns of mass media development and its stages. How many stages of development the media industry can go through?

1. Innovation (or birth) 2. Penetration (or growth) 3. Peak (maturity) 4. Decline 5. Adaptation

What are the four characteristics of mass audience?

1. The audience composition was heterogeneous, (composed of people of all kinds) 2. The audience members were anonymous, the message designers didn't know the names of anyone in the audience 3. There was no interaction among the members in the audience, so the messages did not get modified in conversations → instead those messages had a direct effect on each person in a uniform manner 4. The mass audience had no social organization, no body of custom and tradition, no established set of rules or rituals, no organized group of sentiments, and no structure or status roles

What are the advantages of developing a higher degree of Media Literacy?

1.Your appetite for a wider variety of media messages will grow 2.You learn more about how to program your own mental codes 3.You are able to exercise more control over the media

What is Twelve American Lifestyles? How was it developed?

12 characters that represent different lifestyles & demographics

Who are the players of the media game of economics? Make sure you know them all. What do they bring to the game and what do they want?

4 Players You the consumer - our resources include our money & our time. We seek to exchange our money & time for entertainment and information. The advertisers - Bring money to the game, they negotiate an exchange of their money for time and space in the media to present their ads to their target audiences, want to access their target audiences for the lowest cost possible The media companies - Bring money, messages, and audiences to the game to compete in 3 different markets simultaneously Ea. business competes in the talent market to try to get the best writers, journalists, actors, etc. under contract to them Businesses compete in the audience market, trying to attract the greatest number of people within certain types of audiences Companies compete in the advertising market The employees of media companies - bring their time, skills, and talent to the game, their goal is to increase the pay and benefits for each hour worked Below the line employees - typically the crafts & clerical people who use fairly common skills to perform their jobs Above the line employees - the creative types, requires talent much more than training or effort, paid a lot more, often bc this kind of talent is in short supply

What is VALS typology? How was it developed? Whoa are the major users of VALS?

85 page measurement instrument that asked questions ranging from people's sexual habits to what brands of margarine they ate, created by Arnold Mitchell in the 60's and 70's, has made Stanford Research Institute very successful

Geodemographic niche

A blend of geographic and demographic segmentation, based on the assumption that we choose to live in neighborhoods where other people are like us

Social class niche

A mix of characteristics (like income, but psychological characteristics are also part of the mix (Like a poor college student that doesn't consider himself lower class just because they are currently poor))

There are advantages and disadvantages of automatic processing. What are they?

Advantage- it helps us get through a great many decisions with almost no effort Disadvantages- we are overwhelmed & begin to think that the value of any one message is almost nothing, Reduced concentration & our increased exposure do not translate into increased learning (the opposite is true). → Herbert Simon said, "A wealth of information creates a poverty of attention"

Who benefits the most from the way that our code has been programmed?

Advertisers who have programmed us with an uneasy self-conscious mind so that we are on the lookout for products that will make us look, feel, and smell better.

What are the seven skills of Media Literacy? Provide definitions and examples

Analysis, evaluation, grouping, induction, deduction, synthesis, abstraction

Transport (exposure state)

Audience members lose their sense of separateness from the message -à they are swept away w/ the message, enter the world of the message, and lose track of their own social world surroundings

What are the four exposure states? Define and provide examples.

Automatic, Attention, Transport, Self-reflexive

What is automaticity? What does it mean is to put minds in "automatic pilot"

Automaticity- a state where our minds operate without any conscious effort from us. We encounter almost all media messages in a state of automaticity. → "Automatic pilot" where our brains automatically filter almost all message options · Automatic processing guides most (but not all) of our media exposures

What happens during the innovation stage? Distinguish between Marketing and Technological innovation. Can you come up with examples?

Characterized by a technological innovation that makes a channel of transmission possible (EX: There would be no film industry if someone had not invented the motion picture camera and projector) Also characterized by marketing innovations in addition to technological innovations (Meaning someone had to create a business that would use the technology to deliver messages and thus build audiences) A successful marketing innovation begins with an entrepreneur recognizing a need in a population, then using a new tech. To satisfy that need in a way that people begin recognizing the value of the new medium and how it can help them Entrepreneur must have a mass-like orientation, they must exploit the channel's potential to attract particular audiences, then continue to use that channel to condition those audiences for repeat exposures

Why treat children as a special audience?

Children have not MATURED enough to be able to process all the elements in many media messages Children lack REAL WORLD experience required to process media messages for their accuracy

What do we mean when we state the following: Media literacy is multidimensional and requires that we acquire information from cognitive, emotional, aesthetic, and moral dimensions.

Cognitive - refers to factual information Emotional domain - contains info about feelings Aesthetic domain - contains info about how to produce messages (eyes and ears) Moral domain - contains info about values Media literacy is a continuum, not a category. → there is always room for improvement

What are the three aspects of maturity discussed in the book?

Cognitive development, emotional development, and moral development

Consider Cross-Media and Cross-Vehicle Promotion. Make sure you understand the differences between the two forms. What are the major tendencies that characterize these forms of promotion?

Decades ago, media programmers were most concerned about building loyalty behind their specific brand (vehicle). But with the rise of media consolidation, media programmers have shifted their focus to the message and away from the vehicle.

What strategies consumers usually use in the game?

Default strategy - follows a goal of maintaining a minimal level of uninterrupted satisfaction - Value is determined more by the low cost of the exposures than by the high return Media literacy strategy - understand the economic game and how to be a better player, they have higher expectations for a return on the resources they expend, they want more than minimal satisfaction

Read about the profile of mass media workforce. Make sure you are aware of the main characteristics that make up the industries?

Demographic patterns - growth in the number of women employed, but still many more men than women Journalism - most are male, white, and young Writers - most are young men, writers are getting younger Status - women employed in the media industries are usually in positions of lower status, earn less money, and have les education

Minimizing Expenses (2)

Economies of Scale - exist when marginal costs are lower than average costs The bigger the scale of your business, the more likely your costs will go down either through the ability to demand greater discounts or bc you are able to operate more efficiently beyond a certain point Economies of Scope - serve to reduce a firm's expenses per unit Achieved through multi-product production

How does emotional development influence how children watch television, especially advertising?

Emotional and cognitive development are connected. It is widely assumed that helping children understand the nature of advertising makes them less susceptible to advertising effects. However, empirical research does not provide convincing evidence for this. Much of advertising is focused on manipulating emotions.

When does the adaptation stage begin?

Enters this stage when it begins to redefine its position in the media marketplace → Repositioning is achieved by identifying a new set of needs that the medium can meet

What is the difference between factual and social information?

Fact - something raw, unprocessed, and context free, discrete bits of information (EX: names, dates, titles, definitions of terms, formula, lists, etc. ) Social information - is composed of accepted beliefs that cannot be verified by authorities (in the same way as factual info), it is composed of LESSONS THAT PEOPLE LEARN FROM SOCIAL INTERACTIONS (EX: guidelines we learn about how to dress, talk, and act to be considered attractive, smart, athletic, etc.)

Whats information composed of?

Facts

Now consider young adults as a special audience. What are the four forms of natural cognitive abilities that adolescents vary on? How do they affect media information processing?

Field Independency - Your natural ability to distinguish between the signal and the noise in any message Crystalline Intelligence - the ability to memorize facts (EX: vocabulary & general information), people with strong crystalline intelligence are good at vertical thinking, or the systematic, logical thinking that proceeds step by step in an orderly progression Fluid Intelligence - The ability to be creative, make leaps of insight, and perceive things in a fresh and novel manner, people with strong fluid intelligence are good at lateral thinking, jumping to new and quite arbitrary positions, then work backwards and try to construct a logical path between this new position and the starting point

How can you get better at making decisions about filtering, meaning matching, and meaning construction?

Filtering - ask yourself why you are spending time w/ particular media & habits while ignoring others Meaning Matching - check some of the meanings you have memorized (like memorizing the opinions of so-called experts that might have later been found wrong) Meaning Construction - identify areas where decisions are most important in your life (Ask if you are accepting that info or transforming it to fit into your needs and goals)

What are the three information processing tasks we engage in to process media messages? For each task make sure you can identify its nature, goal, and focus

Filtering Message Task: To make decisions about which messages to filter out (ignore) and which to filter in (pay attention to) Goal: To attend to only those messages that have some kind of usefulness for the person and ignore all other messages Focus: Messages in the environment *** View page 6 of study guide for full (beginning of chapter 3)

Demographic niche

Focus on the relatively enduring characteristics about each person such as gender, ethnic background, age, income, and education

What are different strategies in identifying niches (5)? Make sure you can name all forms of segmentation and you understand what these processes entail.

Geographic, demographic, social class, geodemographic, psychographic. Geographic - Most important to newspapers, radio, and local TV where there are geographical boundaries to their coverage areas, oldest form of segmentation Demographic - Focus on the relatively enduring characteristics about each person such as gender, ethnic background, age, income, and education (People can change their status but it will take a great deal of effort and time) Social Class - A mix of characteristics (like income, but psychological characteristics are also part of the mix (Like a poor college student that doesn't consider himself lower class just because they are currently poor)) Geodemographic - A blend of geographic and demographic segmentation, based on the assumption that we choose to live in neighborhoods where other people are like us Psychographic - Uses demographics, lifestyle, and product usage variables in segmenting consumers

What are the characteristics of the game? (5)

Importance of Valuing Resources Well Making an assessment about how well the resource will achieve a particular goal Valuing resources to consider supply and demand Indirect as well as direct support Direct costs - the financial payments you make directly to a media company, access to a media message in exchange for your money Indirect costs - payments of time you make when you expose yourself to media messages, your time is then translated to money by selling your time to advertisers Direct support - from consumers in the form of payments to mass media organizations Indirect support - from consumers who buy advertised products Complex Interdependency among players The situation is highly dynamic and interrelated Decision makers are conflicted bc they are experiencing cross-purposes Media vehicles compete in different markets Nature of Competition - limited amount of resources Monopolistic Competition Monopolistic bc ea. Firm is large relative to the size of the market for its products Competition bc firms in an industry compete aggressively for resources Media businesses do not really compete on product features as much as they compete on product images Advertising as the Engine - drives the growth of the media industries

What is the difference between Information and Knowledge

Information - ...messages, and gives something to the person to interpret, composed of facts Knowledge - is structured, organized, and of more enduring significance, interpreted by the person

What is the principle of lowest common denominator (LCD)?

LCD - Big media companies trying to attract the largest audiences possible by making sure their messages could appeal to everyone without offending anyone with language or certain themes that a part of the general audience might find distasteful

How are children protected from unfair advertising practices?

Limited time devoted to advertising programs aimed at children (12 minutes per hour on weekdays, 10.5 minutes per hour on weekends) Requirement to keep a clear separation between program content and commercial content on TV programs aimed at children

What is long tail marketing?

Long-tail marketing - think of a bell curve, or normal distribution, LTM refers to finding out what the special needs are for each of the many small niche audiences that form the long tail

How useful are these treatments for children (parents aiding children)?

Parents have little motivation to help in this area Research on parents attempting to help children is limited to TV viewing Many parents do not know what to say to their children to help them become more media literate

What is marketing convergence? How does it manifest itself? How does it affect how audiences are perceived?

Marketing convergence - powerful influence that has changed the way media programmers regard audiences and how they develop their messages 2 Major Advantages: A single message can generate many streams of revenue When the message appears in one channel, it stimulates audience members to expose themselves to the message in other channels

What strategies media industries use to survive in the game?

Maximizing Profits profit is regarded as the difference between a company's revenue (total income) and expenses (total costs) ROR (Return on Revenues) Compare your profit to your assets ROA (Return on Assets) Minimizing Expenses Economies of Scale - exist when marginal costs are lower than average costs The bigger the scale of your business, the more likely your costs will go down either through the ability to demand greater discounts or bc you are able to operate more efficiently beyond a certain point Economies of Scope - serve to reduce a firm's expenses per unit Achieved through multi-product production Constructing Audiences (a quality audience strategy; long tail marketing). Quantity audience strategy - try to attract as large a general audience as possible Quality audience strategy - try to attract a certain kind of niche audience Long-tail marketing relies on aggregators which are platforms that bring together buyers and sellers of all kinds of products and services 5 Kinds of Aggregator: physical goods, digital goods, advertising services, information, communities/user created content Conditioning Audiences Media businesses maintaining their audiences long term - conditioning their audiences so that they develop a habit of exposure Reducing Risk Marketing concept - media businesses begin with audience needs and then construct messages to meet those needs *Hollywood is fond of sequels bc they reduce risk

Conditioning Audiences

Media businesses maintaining their audiences long term - conditioning their audiences so that they develop a habit of exposure

Geographic niche

Most important to newspapers, radio, and local TV where there are geographical boundaries to their coverage areas, oldest form of segmentation

How do people keep up with large amounts of information? Does "it" work? Why

Multitasking. Doesnt help. It does not help us get ahead of the information glut (bc there is so much media to consume).

What does the term niche audience mean?

Niche audience- media programmers construct particular kinds of messages to appeal to these audiences of particular kinds of people, media programmers are in the business of constructing these niche audiences

Why are some forms of segmentation outdated these days? Which forms are successful?

Outdated - Geographic

What strategy should consumers use in the game?

People with a weak personal locus will settle for little in the exchange bc it requires too much effort to become a better player in the economic game The reverse is true for someone with a strong personal locus, more effort = more reward

What are the Three Building Blocks of Media Literacy?

Personal locus, knowledge structures, and skills

Self-reflexive (exposure state)

Ppl are hyper aware of the message and of their processing of the message (As if they are sitting on their shoulder and monitoring their own reactions as they experience the message) → Meta-analysis- people are analyzing not only the media message, but also their analysis of the media message

What are the stages of moral development as defined by Kohlberg?

Preconventional - begins at age 2, runs to age 7 or 8, this is when children depend on an authority to tell them what is right and wrong. Thus, the child's conscience is external. Children try all kinds of behaviors and wait to be told whether the behavior was good or bad. Conventional - children develop a conscience for themselves as they internalize what is right and wrong. They distinguish between truth and lies. The threat of punishment is a strong motivator. Postconventional - can begin as early as middle adolescence, they try to move beyond the conventional norms about what is right and wrong as they encounter moral dilemmas. They search for fundamental principles that underlie the conventional norms, this requires the ability to think abstractly. The stages in this level are characterized by a sense that being socially conscious is more important than adhering to rigid legal principles.

What is psychological convergence?

Psychological convergence - refers to changes in people's perceptions about barriers that previously existed that are now breaking down or totally eliminated due to recent changes in the media

Constructing Audiences (a quality audience strategy; long tail marketing)

Quantity audience strategy - try to attract as large a general audience as possible Quality audience strategy - try to attract a certain kind of niche audience Long-tail marketing relies on aggregators which are platforms that bring together buyers and sellers of all kinds of products and services 5 Kinds of Aggregator: physical goods, digital goods, advertising services, information, communities/user created content

When is the peak stage reached?

Reached when the medium commands the most attention from the public and generates the most revenue compared to other media

Attention (exposure state)

Refers to people being aware of the messages and actively interacting with the elements in the messages à There is a fair degree of elasticity in the degree of concentration

What are the stages of cognitive development defined by Jean Piaget? (4)

Sensorimotor - up to age 2 Preoperational- from 2-7 years Concrete operational - after 7 years Formal operational - by age 12, where they are regarded as having matured cognitively into adulthood

What does the term technological convergence refer to? Consider analog vs. digital coding. What are the two major advantages of tech convergence?

Technological convergence - refers to how innovations about storing and transmitting information have brought about changes to the mass media industries Analog coding is the recording, storage, and retrieval of information that relies on the physical properties of a medium Digital refers to a sequence of symbols of bytes (usually numbers) that are not dependent on the physical characteristics of any one medium Translating analog messages to digital offers several major advantages Biggest advantage: digital code is standard and can be read by any medium, can be compressed

What psychological mechanism is exploited to achieve conditioning? How does Youtube employ conditioning?

The costs of attracting members of an audience to their first exposure to a message are so high that media must rely on repeated exposures to recoup their initial investment and eventually make a profit. Media exposures are inertial: when we are paying attention to a particular message, we tend to keep paying attention to that message, and when we are in automatic state, we tend to stay in that state and filter out all the messages around us. Youtube will suggest additional videos you might want to view next to hold onto you as a continuing audience member.

Can you explain why would these factors be contributing to information problem?

The media are highly attractive, so we increase the time we spend with media messages ea. year. · With new tech. anyone can be a musician, filmmaker, photographer, video game designer, etc. · Fastest growing area of exposure = social media

What indicates the decline stage?

The medium is characterized by a loss of audience acceptance and therefore by a loss in revenues

How does personal locus relate to media literacy?

The more you are aware of your goals, the more you can direct the process of information seeking. The stronger your drives for info are, the more effort you will expend to attain your goals. → The more you engage your locus, the more you will be increasing your media literacy.

How are children protected from negative TV content?

The omnibus Telecommunication Act of 1996 included an amendment mandating that all TV receivers sold in the U.S. after 1999 should have a V-chip which is a screening device that allows TV owners to program their sets to avoid programs with certain ratings for violence, sex, and language. The Federal Communications Commission has been more aggressive in regulating indecent material.

Consider shift from mass to niche perspective on audience What Is a Mass Audience? What does the term refer to?

The term mass did not refer to a large audience as much as it referred to a certain type of audience. Refers to how our society has become so industrialized and standardized ---- standard jobs, standard products, standard lifestyles, that society has turned people into parts of a machine and that individuals are becoming isolated and alienated from other members of society.

How does cognitive maturation influence how children watch television?

Their viewing is primarily exploratory, looking for individual events that stand out because of certain motions, colors. They look for action, not dialogue.

What are some additional indicators that the industry is at its peak? Which industries are at their peak?

They are at their peak if: - They are the dominant medium - They are the most important medium to the greatest number of people - This can be in terms of how much time people spend with that medium At their peak?: Cable & Satellite TV, Radio, Broadcast TV

How did this notion change how media programmers construct media messages?

They send messages out in their media channels, hoping to attract as many of those targeted people as possible, once attracted they rent that audience's attention out to advertisers who want to get their persuasive messages in front of of those targets to condition them to buy

How are media industries attracting audiences?

They try to appeal to your existing needs and interests They use cross-media and cross-vehicle promotion to attract your attention

Once we built these perspectives (Media Literacy), how do we use them, what for?

To gain a larger/better understanding

What is the goal of the game?

To maximize the value of the exchange for themselves (same goal for all players)

What are the rules of the game?

To play, you must have resources and a willingness to exchange them for other resources

Why do we need knowledge structures?

To provide the context we use when trying to make sense of ea. new media message

Compare development patterns across mass media. What is life cycle pattern? Make sure you know at which stage of development the major media are these days.

Today, the major media are in the adaptation stage Life cycle pattern shows the duration that each media outlet spends in each stage in the patterns of development (EX: books are the oldest, moving out of the innovation stage more than a century ago)

Media literacy is a set of perspectives. How do we build these perspectives? What are our tools, raw material, and motivations?

Tools - our skills Raw material - information from the media and the real world Motivations - willingness that comes from our personal locus

Psychographic niche

Uses demographics, lifestyle, and product usage variables in segmenting consumers

Consider "Appeal to Existing Needs and Interests". What does this strategy preclude?

We have a relatively narrow exposure to repertoire.

Indirect exposure

When we think about some element in a media message while we are not being exposed to it at the same time; this includes talking about messages w/ friends and making judgments about your friends by using standards for ppl that the media have conditioned

Parents generally use one of four kinds of treatments to aid children. What are they?

are allowed to watch, parents fear that certain content will trigger negative effects Co-viewing - parents and children watching TV together Active mediation - consists of conversations that parents or other adults have with children about TV (4 approaches - non mediators (parents that talk about TV with their children infrequently), optimists (parents reinforce TV content), cynics (parents counter TV content), and selectives (use both positive & negative discussion) Positive mediation - points out the good things in TV messages as well as encouraging children to emulate those good things Negative mediation - points out the bad behaviors in the content Using program ratings

Synthesis

assembling elements into a new structure (using our new media messages to keep reformulating, refining, and updating our existing knowledge structures)

Media convergence

blending together of previously separate channels of communication

Abstraction

capture the "big picture" or central idea of a media message

Personal locus

composed of goals and drives

What is personal locus

composed of goals and drives

Grouping

determining which elements are alike in some way; determining how a group of elements are different from other groups of elements (the key to doing this well is determining a classification rule- which the media tells us what they are- so if we accept their rule, we end up with the groups they want us to use.

How does moral development influence how children process media?

if children are not completely morally developed, media can shape how children view moral dilemmas. For example, children may learn that aggression is an acceptable and successful way to solve problems

Induction

inferring a PATTERN across a small set of elements, then GENRALIZNG the pattern to all elements in the set

Marketing concept

media businesses begin with audience needs and then construct messages to meet those needs *Hollywood is fond of sequels bc they reduce risk

What is the Information Problem in modern society?

our culture is saturated with media messages. The rate of saturation is growing at an accelerating pace.

Automatic (exposure state)

people are in environments where they are exposed to media messages but are not aware of those messages (Their mind is on automatic) à Message elements are physically perceived but processed automatically in an unconscious manner (Multitasking)

Maximizing Profits

profit is regarded as the difference between a company's revenue (total income) and expenses (total costs) ROR (Return on Revenues) Compare your profit to your assets ROA (Return on Assets)

What are automatic routines?

sequences of behaviors or thoughts that we learn from experience and then apply again and again with little effort.

What is Media Literacy?

set of perspectives we use to expose ourselves to mass media to interpret the meaning of the messages

What are knowledge structures?

sets of organized information in your memory (they do not occur spontaneously, they must be constructed w/ care & precision)

Analysis

the breaking down of a message into meaningful elements

What is Convergence

the moving together over time of things that were previously separated

What is denoted meaning?

to be a sign of, or symbol for

Direct exposure

when we perceive a media message, such as listen to a recorded song, watch a video, surf the web

With media literacy, we need strong knowledge structures in five areas. What are they?

· Media effects · Media content · Media industries · The real world · And the self

What are the three factors that contribute to the information problem? Make sure you understand each and can provide examples for each factor.

· Now, more people are producing information than ever before. ½ of all the scientists who have ever lived are alive today and are producing information. · The numbers of people in this country who identify themselves as musicians, artists, and authors have increased incredibly. · Technology now exists to provide easy-to-use platforms to share information. Thus, everyone can generate and share information to large numbers of people every day.

Who's programmed us, where are the mental codes coming from?

· Parents, siblings, institutions, society, and the mass media, advertisers