COMM 1014 Review 4

COMM 1014 Review 4 - REVIEW, UNIT 4 What were some past...

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REVIEW, UNIT 4 What were some past ideas about how media worked that led into the contemporary theories we covered? (I did a little piece on media studies intro to consider here) For every theory listed below, you should know basic assumptions, key concepts, and how the theory is critiqued. In addition, consider the following Ch. 22: Cultivation Analysis What were Gerbner’s Cultural Index Project and Violence Index, and how did they impact this approach to studying media? Violence index is the weekly content analysis of prime time TV to see how much violence there was What is cultivation analysis? Mass communication, especially tv. Cultivates or nurtures a certain belief about reality that is held in common by mass communication consumers What are the steps that create the process of cultivation analysis? Message system analysis Questions formulation Audience Survey of Consumption Comparison of Light and heavy consumers Cultivation differential What are the products you potentially get as a result of cultivation analysis? Mainstreaming - blurring, lending, and bending process that heavy viewers undergo because of their television use Resonance - there is a congruence between television world and real life circumstance; happens to any type of viewer Mean World Index - creates a sense in our mind that the world is a mean place Most are looking out for themselves You can’t be too careful when dealing w other people Most will take advantage of you if you are not careful What’s the difference between first and second order effects? First Order effects –seek out more information Second Order effects - start to draw conclusions/hypothesis about the real world How do we evaluate this theory today? Strengths- long term data analysis; tv has the potential to warp your views of life, political views, social, etc.; suggests that tv is a powerful force in many people’s lives Critique- created gender stereotyping, racial images, aware for civil liberties Violence- what does he mean by it Tries to generalize all people; do all people really view tv the same way
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Critical theory- dominate of one group over another Ch. 23: Uses and Gratifications What prompted this theory to be developed? Mass Society Perspective Limited Affects Perspective Individual Differences Approach Social Categories Approach What is its key question(s)? What do people do with media? Why do people choose the media they choose Partially based on Maslow’s Hierarchy of Needs- as humans we have specific needs that need to be fulfilled What is meant by an “active audience”? Active Audience are those people whose media use is motivated by their needs and
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COMM 1014 Review 4 - REVIEW, UNIT 4 What were some past...

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