Exam 1 Review - Exam 1 Review Mediation Harold Lasswell...

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Exam 1 Review Mediation - Harold Lasswell - 1948 -“Media is the message.” Content, purpose and effects of communication depend on the form of technology used. “Who says that, through what channel, to whom, and with what effect.” -Human and technological facilitator of messages Human: conversation, opinion leaders Technological: cell phones, microphones, the way you take the media in (TV, Radio, newspaper, internet) two-step flow - Katz and Lazarsfeld - 1955 - messages travel from mass media to audience “opinion leaders” then the messages travels to the rest of us through personal communication - significance: the information is filtered. Gate keepers decide what will be news. Social position matters. More educated/affluent people are the opinion leaders technological determinism - Marshall McLuhan – 1964 - need to focus on technology (everything is dependant upon it) Technology is primary - The way you get your message across is what matters; whether on TV, in newspapers, or online asynchronous -not live, things happening at different times. - significance: messages can be dispersed through a variety of things, both human and technological and the way the info is mediated can affect how it is received and processed marketplace of ideas - A scholarly platform where ideas can be exchanged without the threat of being treated competitively for profit - significance: it’s a safe place for new ideas to be expressed and explored The Media Monopoly - more like “oligopoly” - few number of conglomerates own most of media - significance: Its hard to get into the business. The barrier of entry is really high least common denominator content - Content that is geared to cover a large demographic - companies with many stations over large area might save money and run one show throughout. Have to make sure not to offend anyone so they make it relevant to all
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- significance: Media is generalized. Saves the company money. zero-effects theory - says that consumers already know that media content isn’t real and is really only a reflection of what is in society, and only has effects over trends and fads. - significance: proves that the media effects consumers magic bullet theory - the media has the ability to produce immediate affects on a person’s personality or attitude - significance: proves that the media affects people agenda-setting theory -doesn’t tell consumers what to think, but it tells them what to think about - significance: is critical to political elections audience segmentation -dividing the audience into subgroups of age, gender, class, race, or education - significance: enables advertisers to market specific groups for advertising and allows them to correlate data dependent upon specific variable to effects of the media psychographics -The use of demographics to study and measure attitudes, values, lifestyles, and opinions as for marketing -a way of audience segmentation that splits people up according to psychological traits like beliefs and morals - significance: used as a method of audience segmentation to appeal to a specific
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