ch16 - Jase Zappel Comm103 Notes Chapter 16 Mass...

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Jase Zappel Comm103 Notes Chapter 16 Mass communication- process of managing media messages for the purpose of creating meaning in a large audience Mass media-represents various media Broadcasting- sending messages indiscriminately to large audiences Narrowcasting- sending messages out to large audiences, but adapted to individuals to whom the message has special relevance Convergence- integration f media technologies Strong effects models- media operate with direct casual force on audience attitudes, beliefs, and behaviors Moderated effects models- both mass communications AND audiences have an impact on messages Opinion leaders- people who receive mass comm messages, form an opinion on them, and then influence others who might not have received the messages Agenda setting theory- mass media do not determine what we think, but has a significant influence on what we think about Cultivation effects- audience perceptions of reality grow closer to what it is portrayed in the media Uses and gratifications- the needs or goals being served by media consumption Gratifications sought- the needs or goals we use media to fulfill
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