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| influential community members who invest substantial amounts of time learning about their own area of expertise, such as politics. Less well-informed friends and family members frequently turn to them for advice about the topic |
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| study of where people live; a method typically used to analyze potential markets for products and programs |
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| study of audience members' gender, race, ethnic background, income, education, age, educational attainment, and the like; a method typically used to analyze potential markets for products |
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| combination of demographics, lifestyle characteristics, and product usage; a method typically used to analyze potential markets for products and programs |
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| how the media help us extend our senses to perceive more of the world surrounding us |
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| process by which media coverage makes an individual gain prominence in the eyes of the public |
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| process of selecting, evaluating, and interpreting event to give structure to the news; the media assists the process of correlation by persuasive communication through editorials, commentaries, advertising, and propaganda and providing cues indicating how important each item of news is |
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| process of educating young people and new members into the values, social norms, and knowledge of a group or society |
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| media communication intended primarily to amuse the audience |
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| theory of media effects that says that the media don't tell the public what to think, but rather what to think about, thus the terms of public discourse are set by what is covered in the media |
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| uses and gratification theory |
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| approach to studying mass communication that looks at the reasons why audience members choose to spend time with the media in terms of the wants and needs of the audience members that are being fulfilled |
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| process by which individuals learn by observing the behaviors of others and the consequences of those behaviors |
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| process by which individuals produce meaning through interaction base on socially agreed upon symbols |
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| theory that suggests that people want to see themselves as holding a majority opinion and will therefore remain silent if they perceive that they hold a minority opinion; this tends to make the minority opinion appear to be less prevalent than it actually is |
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| approach to studying the mass media that says that the forms the media use to present the world become the forms we use to perceive the world and to create media messages |
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| approach to analyzing the effects of TV viewing that argues that watching significant amounts of TV alters the way an individual views the nature of the surrounding world |
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| perception of many heavy TV watchers of violent programs that the world is a more dangerous and violent place than actual facts and statistics point out |
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| model of political campaign effects that attributes a candidate's success to how well his or here basic message resonates with and reinforces voters' preexisting political feelings |
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| model of the effects of a political campaign that looks at the campaign as a competition for the hearts and minds of voters |
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| Gan's 8 basic journalistic values |
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Media sociologist Herbert Gans lists the values, biases exhibited within news stories:
1.ethnocentrism
2.altruistic democracy
3.reponsible capitalism
4.small-town pastoralism
5.individualism
6.moderatism
7.social order
8.leadership |
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| propaganda/direct effects model |
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WWII propaganda efforts created fear that media messages would have strong, direct effects on audience members
-->direct effects model: approach viewed media messages as a stimulus that would lead to a predictalbe attitudinal or behavioral response with nothing interfereing between sender and audience; it has been proven untrue |
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| message effects (there are 4) |
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Cognitive: short term learning depending on how motivated a person is
Behavioral: changes way you act (ex: want to buy something, what you wear, etc.)
Attitudinal: develop feelings about product, individual or idea-new opinions easier to form than to change old
Psychological: can inspire fear, joy, revulsion, happiness or amusement, among other feelings; arousal-can come from content or sound |
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