Flashcards
COM101_14
Flashcards do conjunto (14)
- 1Mass Media Scholarship- media: channels of info; medium
- the media: group of organizations
- the Media: social institution - 2What the media do- surveillance of the environment
- entertainment
- transmission - 3Media Effects- status conferral: media controls the spotlight
- lowering of popular taste - 4Responses to MediaHarold Lasswell's Formula:
who? says what? to whom? through what channel? with what effect?
Magic Bullet Theory:
media has direct effects - 5Media Effects: BehavioralTheory of Powerful Effects
- passive audience
Two-Step Flow Theory
- not so passive audience
- effect passes through variable such as "opinion leaders" - 6Media Effects: BehavioralTheory of Limited Effects
- not all are similarly affected
Powerful Effects vs. Limited Effects
- PE: watch x, do x
- LE: watch x, consider y, c, m, a, do z - 7Media Effects: Not Behavioral but Cognitive- media's effects on perception and understanding
- construct a pseudo-reality - 8Cultivation Theory George GerbnerCultivation: long-term cumulative effect of media exposure
Concerned with totality of patterns communicated by TV over time - 9Cultivation Theory: PredictionHeavy viewers will view the world as more dangerous compared to light viewers
The Index of Violence
- how much violence is on TV - 10Findings of Cultivation AnalysisEffects:
1. change in involvement in violence
2. fear of walking alone at night
3. perceived police activity
4. mistrust - 11Findings of Cultivation Analysis: The Mean World SyndromeThe Mean World Syndrome
- people cannot be trusted
- people look out for themselves - 12MainstreamingEffect of heavy TV viewing
- blurring
- blending
- bending - 13Mainstreaming: Homogenization1. audience share same perspectives
2. culture - 14Cultivation: DisclaimerIt is not universal. It is affected by:
- interactions with others
- media literacy
Informações
- Descrição
- Media Effects and Cultivation Theory
- Criado por
- Abbey London
- Visualizações
- 3
- Avaliação