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Comm Theory Test 2
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- 1If the set of actions leads to a negative outcome, it is said to be _____________disfunctional
- 2Father of functionalism--__________Lasswell
- 3Three functions of the media:1) Surveilance 2) correlation 3) transmission of social heritage
Later 4) entertainment 5) mobilization - 4common sensedeductive logic
- 5__________: a theoretical perspective; may be the dominant --or most accepted-- paradigm or a new or developing paradigm.Paradigm
- 6on macro level, ________theory developed explaining the role of media institutions in societiessociological
- 7On the micro level, Individual Differences/Limited Effects theories are ___________ theories at their roots.PSYCHOLOGICAL
- 8________wrote The Structure of Scientific Revolution in 1970 (2nd ed. University of Chicago Press) in which he held that science only makes real advances when old ways of explaining things are challengedThomas Kuhn
- 9Robert _______and Middle Range TheoriesMerton
- 10_______: working from documented specifics to general application. In mass com theory, it means using empirical research data as the basis for com theory development.Induction
- 11Middle-Range Theorysmaller topics and narrower questions rather than the broad “everybody” /mass society issues. (so that it could be managed with statistical analysis and the units of measurement at the time.)
- 12Merton•Sociologist:
• Wanted to construct a paradigm that connected empirical approach to work in communication research.
• His answer to the problems of the mass society theories:
•Collect data
•but on limited issues or questions
• don't try to do it all in one fell swoop
• select research questions and theories that could be explored with the modern statistical research methodologies available.
•this approach would lay the building blocks for broader theories which could be developed later. - 13______________: "When the functions of an existing medium are replaced by a newer technology, the older medium finds new functions."Functional displacement
- 14Functionalism is NOT an _________ effects theory. It is an institutional effects theory, dealing with the _____ level of the society or social system as a whole. While Uses and Gratifications Theory addresses individual actions and effects, Functionalism looks at a much bigger picture.individual
MACRO - 15structural functional paradigmmedia appeal to the masses and the masses want the kind of content they get, and so media continue to provide that for them.
- 16_________ deal with those things that PROMOTE THE STABILITY OF THE CULTURE or Social System.Functions
- 17If the set of actions leads to a negative outcome, it is said to be ____________.disfunctional
- 18In Lasswell's initial discussion of Functionalism, he established THREE FUNCTIONS OF THE MEDIASurveillance
Correlation
Transmission of Social Heritage - 19_________of the environment: (sometimes called information function) What's going on. What's happening. Example: You watch the news and see that airport security is tightenedSurveillance
- 20_________: How do the parts, events, or people of the society fit or work together and what is my role?Correlation
- 21______________: (continuity) This is socialization, passing on the important ideals, mores, values, and information about positive role models that contribute to the perpetuation and stability of the culture or group.Transmission of Social Heritage
- 22___________: Gets people "on board" for societal objectives such as a response to a crisis or natural disaster, war effort, community project or even a religious movement.Mobilization:
- 23MOTIVATION THEORYbiological needs should be fairly stable and predictable
• learned needs were much more variable
* Determined that instinct was not the motivator, but attitude was. - 24attitudes and behavior were seem to be very closely related. So if you change attitudes, you change _________behavior
- 25Basics of the individual differences theories: Individual differences in the psychological or cognitive make-up of audience members are key factors in shaping their ________ to the media as well as their ________ toward the issues and objects discussed here.attention
behavior - 26SOCIAL DIFFERENTIATION THEORY:holds that modern societies are characterized by:
urbanization, modernization, Migration, Division of Labor, Stratification, Upward mobility - 27Bottom line: Social differentiation basically = ________ _________complex society
- 28THEORY OF SOCIAL RELATIONSHIPS"Who says what to whom with what effect?"
come up with by Harold Lasswell
First time people thought of communication process as encoding and decoding. - 29TWO-STEP FLOWbecame known as the Erie County studies. Focused on changes in voting behavior using lengthy, detailed questionnaire. o believed that IF the bullet theory worked, media messages should have brought about a clear change in behavior which would be visible
- 30If it wasn't the bullet theory that changed people's mind, what was it?Other people. Heavy media users became gatekeepers of info. Heavy users became opinion leaders. Opinion leaders were followed.
- 31Result from Erie Co. studies=Bullet Theory changed from Stimulus-Response Theory to TWO STEP FLOW THEORY
- 32Movement of ideas/information was in two key stages* from media to well-informed people
o from well-informed people to less-informed people - 33Characteristics of opinion leaders:o much like those they inform
o conform to societal or group norms
o knowledgeable in one area, but not necessarily in others
o similar in status
o "position in lifestyle" is critical - 34INFORMATION FLOW THEORY:This theory rose after World War II in order to assess how people received information.
The theory identified some key concepts:
• soft news vs. hard news
• barriers exist to information as well as persuasive messages - 35ADOPTION OF INNOVATION or INFORMATION DIFFUSION THEORYPeople accept new ideas via media very much the same way they accept technical innovations. early adopters>opinion leaders>opinion followers>late adopters
- 36REINFORCEMENT THEORIES or PHENOMENISTIC THEORYdeveloped by Joseph Klapper
People expose themselves to mass com messages that are consistent with their existing beliefs, etc. - 37____________: choose programs/messages that are consistent with what we want /believeSelective exposure
- 38___________: pay attention to consistent messagesselective attention
- 39_____________: remember the things that agree with the way you think or view the worldselective retention
- 40MASS ENTERTAINMENT THEORYDeveloped by Harold Mendelson in the 1960s, this is sort of a "so what's the big deal?" theory. argued that people needed R&R
- 41ELITE PLURALISM. If media wasn't working to improve the level of citizenship in the nation, why worry about it? Let it entertain us and don't worry about it.
- 42Key advantages of limited effects theories:*Theory can be developed w/ empirical methods.
*Mass media only have limited effects
*Media doesn't have negative effect on U.S. government system - 43cognitive paradigmstates there are three factors in the effects process:
• stimulus
• response
• the individual involved - 44neo-behaviorismobservations which could be directly LINKED to unseen human reactions or responses were considered viable data.
- 45_____________: Def: a complex, long-term, multi-dimensional set of communications between individuals and different elements of society that result in the person's preparation for life in that society.SOCIALIZATION
- 46_________: sociological term for socializationEnculturation
- 47________: RE-socialization which occurs when a person moves from one culture to anotherAssimilation
- 48• _____= pleasure-seeking part of personality • _____= conscious awareness of what's going on • _______= conscience or moral aspect of personality personality = id + ego + superegoID
EGO
Super-Ego - 49There are five essential areas in which socialization must occur:• shared beliefs
• traditional life
• language
• rules for moral living
• various skills - 50Catharsis:catharsis or sublimation =aggressive urges "washed away" by viewing mediated violence
- 51Social Learning Theory or Social Cognitive Theory:We base our behavior off of what we see/experience.
- 52Modeling Process• behavior of model must be attended--or selectively observed
• it must be retained
• it must be reproduced
step in the shortened process..
• it must be motivated - 53Operant conditioningOperant conditioning: refers to the acquisition of a pattern of response as a result of patterns of reinforcement of a particular stimulus and response pattern which may occur in an unplanned way.
- 54__________: This is more than just mimicking a modeled behavior. It involves building on the modeled behavior.Abstract Modeling
- 55____________: Learn behaviors by watching them on TV or other mediaObservational Learning
- 56__________: See model punished for behavior and we are discouraged from imitating the behaviorInhibitory Effects
- 57____________: See threatening or prohibited behavior performed without negative repercussions and decide we can imitate the behavior safely or that the behavior is desirableDis-inhibitory Effects
- 58____________: Viewers associate reinforcements with behavior and reinforcements they see on television and other mediaVicarious Reinforcement
- 59Strengths of Social Learning and Modeling Theory::• Good account of conditions under which people observe and imitate behaviors to cope with situations
• Clearly shows that media can be socializing agents
• Accounts for direct and indirect effects; powerful theory - 60_______________: Socialization is a very complex process, obviously, and researchers are trying to find out what's going on. Media are clearly part of the process, but to what degree and what is the process?Social Expectations Theory
- 61Social Organization Theory:Primary concern of people: "What other people think."
- 62______: general rules that are understood and followed by all members of a groupNorms:
- 63______: specialized activities associated with division of labor or specialization in the societyRoles:
- 64________: hierarchy of power, influence or prestige within the groupRanking:
- 65________: ways in which culture reinforces various behaviorsSanctions
- 66social comparison theoryalways comparing ourselves to people around us.
- 67Self-socializationWe pick what media we will be exposed to.
- 68Socrates Three Parts of Knowing Reality1.Conceptualization: How do we divide the world into manageable parts
2.Conventions: Agreeing on rules about labeling concepts
3.• Behavioral conduct and consequences: what do we know about the concept? - 69we know reality through:1.Linguistics: Knowing reality through language
2.Anthropology: Cultural Relatively in Construction of Meaning (different cultural groups know different realities) - 70Charles Horton Cooleyo People relate to each other based on mental impressions of the other person
- 71"social mirror"We develop our impression of ourselves based on the reactions of others
- 72George Herbert Meade, able to put yourself in someone else’s shoes, "take their role""generalized other"
- 73___________: Once something or someone is labeled as something, it is always be seen as thatLabeling Theory
- 74____________: This is a cognitive theory which says that people construct reality via information processing. • We don't literally store the information we're given, we modify it according to our experiences and beliefsSchema theory
- 75_______ is a general construct that acts on all forms of information. A negative schema about Hispanics might influence one's reaction to a new sitcom with Spanish charactersSchema
- 76_____ is a type of schema about a particular activity: You may have a schematic script for Christmas or Thanksgiving at your house.script
- 77___________: the belief in the literal reality of media messagesMAGIC WINDOW
- 78_______: the perceived applicability of media to one's own lifeUTILITY
- 79_________: the degree to which the viewer feels that character is active in or part of a viewer's real life.IDENTITY
- 80___________: The Meaning Construction Function of the Press (We believe what we see in the news. Our understanding of a lot of topics stems from what we see on the news. We make our decisions on the representations of the reality, whether they’re accurate or not.)LIPPMAN EFFECTS
- 81active audienceaudience does something
- 82_________ implies that peoples' perceptions of what is important is influenced by media messagesAgenda setting
- 83Uses and Gratifications TheoryIs the reward what it takes to put in
- 84Four functions of Functionalismsurveillance of environment
• correlation of parts of society
• transmission of social heritage
• entertainment (added by Wright) - 85________________: occurs when audience participates in media messages. ...When individual audience members use media messagesUses and Gratifications Theory
- 86______: People have uses for media __________: people decide to use it for specific reasons __________: people choose programs to reflect their interests __________ to influence: people choose to avoid specific programs that they disagree with or don't like.utility
intentionality
selectivity
imperviousness - 87FIVE ELEMENTS of U&G:Audience is active and media use is goal oriented. We choose to watch for specific reasons that meet our needs.
2. The audience member makes the link between the need and the specific program or media use.
3. Media compete with other sources to provide satisfaction.
4. People are well aware enough of their own media use to tell researchers about it.
5. We shouldn't judge good/badness of the decisions people make about how to use media - 88PLAY THEORY: William Stephenson said mass media and people interact in 2 wayssocial control: reflected in our inner beliefs and values
convergent selectivity: fads from advertising - 89"the creation of public awareness and concern of salient issues by the news media"agenda setting
- 90We decide what's most important based fromduration of story, repetition of story, production values
- 91___________: - if it's on TV it's important, ___________: if it's NOT on TV it's NOT important!PRESTIGE CONFERRAL
SYMBOLIC ANNIHILATION - 92___________: Drawing attention to something at the expense of something elsePriming
- 93FOR _____ AGENDA: visibility: amount and prominence of coverage audience salience: relevance to aud. needs valence : favorable or unfavorable coverage given to an issuemedia
- 94FOR ______ AGENDA: familiarity: degree of public awareness personal salience: interest or relevance to self favorability will effect a favorable or unfavorable judgment on issueaudience
- 95FOR _____ AGENDA: support: more or less favorable action given to issue likelihood of action: probability that anything will be done about it freedom of action: what can be done about it.policy
- 96____________ theory which holds that people will think an undesirable communication will have more influence on other people than themselvesthird-person effect
- 97SPIRAL OF SILENCE"Observations made in one context (the Mass Media) spread to another and encourage people to either spread their views or keep silent about them.
- 98______________: The way news is collected and disseminated restricts it's breadth and depthSCARCITY OF PERSPECTIVE
- 993 reasons for Scarcity of Perspective:• Ubiquity: media are everywhere as sources of information
• Cumulation: various media repeat stories across various media across programs on media across time
• Consonance: similarities among backgrounds, education, values and experience of media professionals produce similarities in perspective..
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- Fichas sobre Comm Theory Test 2, creado por masykes_10 el 07/11/2013.
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