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TC242
Exam 3
62
Other
Undergraduate 2
07/01/2009

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Term
Critical Theory
Definition
-Emphasizes that all knowledge is historical and biased, and that 'objective' knowledge is illusory.
-Focus on issues of oppression.
Term
Ideology
Definition
set of ideas that structure a group's reality, a system of representations or a code of meanings governing how individuals and groups see the world.
Term
Hegemony
Definition
process of domination in which one set of ideas (or group or people) subverts or co-opts another. Hegemony structures how people understand their experiences - we often aren’t aware of it.
Term
Marxism
Definition
Focuses on means of production (dictates nature of society)
Term
Goals of critical approaches
Definition
Goals are to elucidate power dynamics and to enact positive change for society
Term
Jürgen Habermas
Definition
concern that the life-world of individuals is being colonized by corporations
-Concerned about the extent to which the public sphere is declining due to mass media and consumerism
-Welfare system tells you how to raise your kids
Term
Michel Foucault: Poststructuralism
Definition
*French philosopher, critical theorist
*Focus on power and knowledge
-Studied places when one group controls another: prisons, schools, mental institutions
Term
Panopticon
Definition
to induce in the inmate a state of conscious and permanent visibility that assures the automatic functioning of power.
Term
Feminist theory
Definition
-Broad label for a perspective that explores the meaning of gender in society
-Gender is a social construct that has been dominated by a male bias (patriarchy) and is particularly oppressive to women.
-Feminist theory aims to challenge the prevailing gender assumption of society and to achieve more liberating ways for women and men to exist in the world.
Term
The Tribal Age
Definition
-Relied on oral (spoken) communication
-No well-developed alphabet or system of writing
-Strong reliance on acoustic or sounds
-Sensory balance: 5 senses were important sources of information
Term
The Print Age
Definition
-Emergence of phonetics and invention of printing press
-Sense of sight became predominant in this print age
-Linear information processing of texts alters our basic thought patterns
Term
The Electronic Age
Definition
-Living on the cusp of two great communication technologies – print and electronic
-Return to the tribal age’s form of communication
-“The medium is the message”
Term
The Medium is the Massage (Marshall McLuhan)
Definition
4 possible readings for the last word of the title: ‘Message’ and ‘Mess Age’, ‘Massage’ and ‘Mass Age’
-"The medium is the message" because it is the "medium that shapes and controls the scale and form of human association and action."
Term
Cool Media
Definition
*High levels of participation & involvement, lower definition
-Includes television
-Associated with oral cultures & tribal societies
Term
Hot Media
Definition
*High information definition & does not involve the message recipient
-Includes radio, newspapers and film
-Associated with industrial economies
Term
Global Village
Definition
In this new age, humankind will move from individualism and fragmentation to a collective identity, with a "tribal base." (Coined by McLuhan)
Term
Neil Postman
Definition
-Believes that the medium of television is detrimental to society because it has led to the loss of serious public discourse.
-Television changes the form of information “from discursive to nondiscursive, from propositional to presentational, from rationalistic to emotive.”
Term
Technological Determinism
Definition
-the belief that technological development determines social and cultural change
-Can be Utopian or Dystopian
Term
Marketing Techniques
Definition
-Repetition
-Attention-getting production features
-Branded characters & premiums
-Celebrity endorsements
-Product placement
-Viral Marketing
-Online interactive agents
-Video news releases
-Integrated marketing strategies
-Tracking software & spyware
Term
Key principles of media persuasion
Definition
*Power of the Source
-Expertise & Trustworthiness
*Message Features
-Simplicity and Repetition
*Fear/Guilt/Horror Appeals
*Humor
Term
Weapons of Influence
Definition
-Reciprocity
-Commitment & Consistency
-Social proof
-Liking
-Authority
-Scarcity
Term
Stealth advertising
Definition
-Marketers attempt to conceal the intent of an ad so it is not perceived as advertising
-Only possible in online venues; on TV, markers must separate the two
Term
Elaboration Likelihood model of persuasion: Central Route
Definition
-Highly cognitive
-If message is counter-attitudinal, more likely to undergo critical scrutiny
Term
Elaboration Likelihood model of persuasion: Peripheral route
Definition
-Messages are scrutinized less because individuals aren’t expecting to be persuaded
-Eg when watching entertainment tv show
Term
Repetition
Definition
Repeating the same commercial message over and over.
Term
Attention-getting production features
Definition
Using audio-visual production features to grab attention (Action, sound effects, music)
Term
Branded characters & premiums
Definition
Using popular characters to sell products
Term
Celebrity endorsements
Definition
Showing popular athletes, actors, and musicians using a product or endorsing it.
Term
Product placement
Definition
Placing a product in a program so that it doesn’t seem like an ad
Term
Viral Marketing
Definition
“Buzz” about a product that is spread by word of mouth (WOM)
Term
Online interactive agents
Definition
Stealth advertising used online in which “bots” are programmed to talk to website visitors about products
Term
Video news releases
Definition
Stories about product sent to the news media
Term
Integrated marketing strategies
Definition
Marketing products across different media
Term
Tracking software & spyware
Definition
Using software to collect data about time spent on a website
Term
Fairness Doctrine (1949)
Definition
-Equal time for contrasting views on issues of public importance
-Required one PSA for every 3 tobacco ads (1967)
-Doctrine repealed in 1987
Term
Time Limits
Definition
*In 1971: 20-25% of kid’s Saturday morning cartoons were advertizing
*National Association of Broadcasters (1975)
-Limited commercials in children’s programming to 15%
*Research from ‘80s found that number of ads had increased because airtime shortened to 15 seconds
*Children’s Television Act (CTA) (1990)
-Limited commercials in children’s programming
*Tombstone shots
-Still shot of product (ex. TMNT)
Term
Time Limits Online
Definition
*No time limits online
-100% of time dedicated to advertising
-“Sticky sites”
-Advergames
--Games with the purpose of advertising a specific product
Term
Regulation of children’s media(FCC)
Definition
*The separation principle (3 parts)
1 - Distinct break between program content and commercials (ex. ABC bumpers, Duck Tales, Phil of the Future, Animaniacs)
2 - No host selling
3 - No product integration (product placement)
Term
Regulation of children’s advertising(FTC)
Definition
Children’s Advertising Review Unit (CARU)
-Ad industry agency enforcing broadcast standards
Term
Regulation Online
Definition
*Children’s Online Privacy Protection Act (COPPA)
-Protect children < 13
-Allows FTC to create and enforce rules on:
--Data collection
--Privacy policies
Term
Marketing in Schools
Definition
*Channel One gives schools free equipment in return for a captive audience
*Zap Me
-15 computers w/Internet & printers for 4 hrs of use per day
-Tracking software provided market research data
*Free field trips (with marketing)
Term
Three-tiered model of consumer socialization (Deborah John)
Definition
*Three-tiered model of consumer socialization
-Perceptual stage (~ages 3-7)
-Analytical stage (~ages 7-11)
-Reflective stage (~ages 11-16)
Term
Model of how children become consumers
(Valkenburg and Cantor)
Definition
*Stage 1 (birth to 2 years)
-Preferences exist, but not goal directed in product choice
*Stage 2 (ages 2-5)
-Nag and negotiate; don’t understand persuasive goals of commercials
*Stage 3 (ages 5-8)
-First purchase; differentiate between real & imagined
*Stage 4 (ages 8-12)
-Peer opinions; critical assessment skills
Term
Interactive media exchanges
Definition
Based on dialogue & turn taking
Term
Implicit memory
Definition
Learning without conscious awareness
Term
Key Factors in How Children Process Advertising: Attention
Definition
*Audio features
-Research: audio features make children more attentive
*Action
*Loud music
Term
Key Factors in How Children Process Advertising: Recognition and retention
Definition
*Auditory and visual elements enhance memory
-Jingles, song lyrics & rhymes
Term
Key Factors in How Children Process Advertising: Comprehension and commercial intent
Definition
*Children under age 8 don’t comprehend
*Study findings
-50% of 1st graders understood persuasive intent
-87% of 3rd graders
-99% of 5th graders
Term
Key Factors in How Children Process Advertising: Product requests and purchases
Definition
*Repetition is key
-Study of children ages 3-11
-Results: children exposed to more ads and more attentive to ads made more product requests
*Premiums increase product requests
Term
Agenda-setting theory
Definition
“The [media] may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about” – Bernard Cohen
Term
Agenda-setting theory
Definition
“The [media] may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about” – Bernard Cohen
Term
Framing
Definition
The central organizing idea for news content that supplies a context and suggests what the issue is through the use of:
-Selection
-Emphasis
-Exclusion
-Elaboration
Term
Emotion & Images
Definition
*Most memorable
-Anger
-Fear
*Least memorable
-Disgusting
*Physiological arousal leads to increased memory
-Negative news stories
Term
selective exposure
Definition
viewers come to a message with their own attitudes, beliefs, interests and values, which affect what they choose to view
Term
Selective attention
Definition
viewers’ attitudes, beliefs, interests and values affect what they attend to (pay attention to)
Term
Selective retention
Definition
viewers’ attitudes, beliefs, interests and values affect what they remember
Term
Dual coding theory
Definition
Vivid images may enhance or distract retention of verbal information..
Term
The Spiral of Silence (Elizabeth Noelle-Neumann)
Definition
The idea that most people are not comfortable speaking out about their views if they perceive that they are in the minority.
-Perpetuating cycle
Term
Need for cognition [Cacioppo & Petty]
Definition
The concept that some people are motivated to think a lot about a news report after exposure.
Term
Political sophistication [Rhee & Cappella]
Definition
Function of political knowledge and ideology
Term
Internet Paradox
Definition
A social technology that reduces social involvement and psychological well-being?” in American Psychologist.
Term
perpetual linkage
Definition
The new tendency for youth to be constantly connected to each other through some type of technology through IM and mobile phones
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