Chapter 16 Study Guide

Chapter 16 Study Guide - Uses and gratifications theory(the...

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COMM 103 Fall 2007 Study Guide for Chapter 16 Understand the following concepts and terms well enough to be able to answer true/false, multiple choice, and matching questions about them. Exam questions may ask you identify terms and apply them to hypothetical situations. Good luck! 1. Broadcasting vs. narrowcasting (broad= ad presented to everyone, narrow= ad for a specific group.) 2. Convergence (many technologies put into a single one, i.e. iPhone) 3. Strong effects model of mass communication (hypodermic needle)(media inserting the desired message into the minds of passive viewers/ listeners)(Hitler) 4. Moderated effects models (mass. comm. and audience both have impact on the influence of message, people form opinions and spread them.) a. Agenda setting theory (suggests that media do not determine what we think, but they do determine what we think about.) b. Cultivation theory (over time the audience’s perception of reality become closer to what is portrayed on in the media) c.
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Unformatted text preview: Uses and gratifications theory (the needs or goals being served by media consumption, we want a relationship so we watch a love story) i. Parasocial relationships (perceived attachments to characters portrayed in the media) 5. The gatekeeping role that media plays (decisions about what to investigate, report, air or print and how it is shown. One sided news reports) 6. What media competence is critical consumption of mass media…using motivation, knowledge and skills to really understand the message. 7. The three components of media literacy knowledge (p. 440) Critical thinking, ethical criteria and skepticism. 8. Critical Thinking, including all of the following: a. Its definition—Analyzing(break it down), hypothesizing(draw message out of their implications), synthesizing(reassemble message after analyzing, criticizing(evaluate its value) b. Data- facts evidence c. Claim- conclusion to contradict message d. Warrant- reasons for justifications...
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Chapter 16 Study Guide - Uses and gratifications theory(the...

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