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-Emphasizes that all knowledge is historical and biased, and that 'objective' knowledge is illusory.
-Focus on issues of oppression. |
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| 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. |
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| 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. |
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| Focuses on means of production (dictates nature of society) |
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| Goals of critical approaches |
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| Goals are to elucidate power dynamics and to enact positive change for society |
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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 |
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| Michel Foucault: Poststructuralism |
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*French philosopher, critical theorist
*Focus on power and knowledge
-Studied places when one group controls another: prisons, schools, mental institutions |
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| to induce in the inmate a state of conscious and permanent visibility that assures the automatic functioning of power. |
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-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. |
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-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 |
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-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 |
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-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” |
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| The Medium is the Massage (Marshall McLuhan) |
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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." |
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*High levels of participation & involvement, lower definition
-Includes television
-Associated with oral cultures & tribal societies |
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*High information definition & does not involve the message recipient
-Includes radio, newspapers and film
-Associated with industrial economies |
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| In this new age, humankind will move from individualism and fragmentation to a collective identity, with a "tribal base." (Coined by McLuhan) |
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-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.” |
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| Technological Determinism |
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-the belief that technological development determines social and cultural change
-Can be Utopian or Dystopian |
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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 |
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| Key principles of media persuasion |
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Definition
*Power of the Source
-Expertise & Trustworthiness
*Message Features
-Simplicity and Repetition
*Fear/Guilt/Horror Appeals
*Humor |
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-Reciprocity
-Commitment & Consistency
-Social proof
-Liking
-Authority
-Scarcity |
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-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 |
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| Elaboration Likelihood model of persuasion: Central Route |
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Definition
-Highly cognitive
-If message is counter-attitudinal, more likely to undergo critical scrutiny |
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| Elaboration Likelihood model of persuasion: Peripheral route |
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Definition
-Messages are scrutinized less because individuals aren’t expecting to be persuaded
-Eg when watching entertainment tv show |
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| Repeating the same commercial message over and over. |
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| Attention-getting production features |
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Definition
| Using audio-visual production features to grab attention (Action, sound effects, music) |
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| Branded characters & premiums |
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| Using popular characters to sell products |
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| Showing popular athletes, actors, and musicians using a product or endorsing it. |
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| Placing a product in a program so that it doesn’t seem like an ad |
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| “Buzz” about a product that is spread by word of mouth (WOM) |
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| Online interactive agents |
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| Stealth advertising used online in which “bots” are programmed to talk to website visitors about products |
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Definition
| Stories about product sent to the news media |
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| Integrated marketing strategies |
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| Marketing products across different media |
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| Tracking software & spyware |
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Definition
| Using software to collect data about time spent on a website |
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-Equal time for contrasting views on issues of public importance
-Required one PSA for every 3 tobacco ads (1967)
-Doctrine repealed in 1987 |
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*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) |
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Definition
*No time limits online
-100% of time dedicated to advertising
-“Sticky sites”
-Advergames
--Games with the purpose of advertising a specific product |
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| Regulation of children’s media(FCC) |
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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) |
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| Regulation of children’s advertising(FTC) |
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Definition
Children’s Advertising Review Unit (CARU)
-Ad industry agency enforcing broadcast standards |
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Definition
*Children’s Online Privacy Protection Act (COPPA)
-Protect children < 13
-Allows FTC to create and enforce rules on:
--Data collection
--Privacy policies |
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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) |
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Term
| Three-tiered model of consumer socialization (Deborah John) |
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Definition
*Three-tiered model of consumer socialization
-Perceptual stage (~ages 3-7)
-Analytical stage (~ages 7-11)
-Reflective stage (~ages 11-16) |
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Model of how children become consumers
(Valkenburg and Cantor) |
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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 |
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| Interactive media exchanges |
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Definition
| Based on dialogue & turn taking |
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| Learning without conscious awareness |
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| Key Factors in How Children Process Advertising: Attention |
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Definition
*Audio features
-Research: audio features make children more attentive
*Action
*Loud music |
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| Key Factors in How Children Process Advertising: Recognition and retention |
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Definition
*Auditory and visual elements enhance memory
-Jingles, song lyrics & rhymes |
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| Key Factors in How Children Process Advertising: Comprehension and commercial intent |
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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 |
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| Key Factors in How Children Process Advertising: Product requests and purchases |
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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 |
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| “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 |
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| “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 |
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Term
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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 |
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*Most memorable
-Anger
-Fear
*Least memorable
-Disgusting
*Physiological arousal leads to increased memory
-Negative news stories |
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Definition
| viewers come to a message with their own attitudes, beliefs, interests and values, which affect what they choose to view |
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| viewers’ attitudes, beliefs, interests and values affect what they attend to (pay attention to) |
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| viewers’ attitudes, beliefs, interests and values affect what they remember |
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Definition
| Vivid images may enhance or distract retention of verbal information.. |
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| The Spiral of Silence (Elizabeth Noelle-Neumann) |
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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 |
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| Need for cognition [Cacioppo & Petty] |
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Definition
| The concept that some people are motivated to think a lot about a news report after exposure. |
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| Political sophistication [Rhee & Cappella] |
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Definition
| Function of political knowledge and ideology |
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| A social technology that reduces social involvement and psychological well-being?” in American Psychologist. |
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| 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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